Level 2 Chapter 1 Slides 17-25

PROMOTIONAL MIX

• Advertising

oPaying to promote products or services

oUses multiple mediums

• Sales promotions

oShort-term incentives

oIdentity based on recurring promotions

• Personal selling

oFace-to-face interaction

oCommunication of operation’s message

PROMOTIONAL MIX

• Public relations (PR)

oOperation’s interaction with community

oEnhances image with favorable publicity

• Direct marketing

oConnect directly with specific market segment

oIncludes mail, email, telephone calls, website feedback

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TYPES OF SALES PROMOTIONS

• Special pricing

oLimited-time reduced price

oLow-risk opportunity

• Frequent shopper program

oBenefit of continuing patronage

oFree items or discounts

• Premiums

oFree or reduced-price merchandise

oReceived with purchase

TYPES OF SALES PROMOTIONS

• Special events

oOne-time or periodic incentives

• Samples

oFree, small item

oOpportunity for customer to try new item

• Contests and sweepstakes

oProgram for customer to win prize

PROMOTIONAL MATERIALS

• Signage
• Email promotions
• Premiums
• Carryout/door hanger menus
• Apparel/branded merchandise
• Point-of-purchase (POP) materials
• Merchandising materials
• Direct mail
• Cross-selling opportunities
• Social media giveaways

SALES PROMOTIONS

Cooperative sales promotions:
• Involves two or more sponsors
• Develops complementary promotions/promotional materials

oReciprocal coupons

PUBLIC RELATIONS

Important to generate positive publicity:
• Engage in community affairs
• Show local support
• Two types of relationships

PUBLIC RELATIONS: COMMUNITY RELATIONS

Interacting with local area:
• Includes hosting charity events, giving tours, sponsoring teams
• Ways to give back
• Builds credibility and positive relationships
Costs:
• Paying yearly dues/meeting fees
• Volunteering and donations
• Investment in community and business
Methods:
• Offering discounts
• Donating percentage of sales
• Offering facility or services

PUBLIC RELATIONS: MEDIA RELATIONS

Interacting through media outlets:
• Newspapers, magazines, television, radio
• Sending out press releases/media kits
• Press release: brief presentation written like news article
• Media kit (press kit): information given to media reps
• Trying to reach target markets

PUBLIC RELATIONS: MEDIA RELATIONS

Information given to media:
• General info
• Menus
• Articles/photos
• Recent awards
• Promotional materials