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PR & Sales Promotion/ Sponsorship (PR (Instruments and channels (Media…
PR & Sales Promotion/ Sponsorship
Sales Promotion
PROS
Operant conditioning mechanism
- behaviour that is rewarded is repeated
Increased Brand Loyalty & Differentiation
- cuts through competitor noise
Speeds up Buying Decision
- Buying decision in store
Measurable
- track performance
Drives ACTION
2 types of sales promotions
Reseller Sales Promotion
New products, encourages distribution channels to target more customers
Existing products- encourage distributors to sell or create shelf space through contests; push & pull strategy (retailers want/consumers want)
Consumer Sales Promotion
New Offering - trial period: coupons, sampling, price-off
Existing products - encourage continued buying; contest premiums
Definition/objectives
- action communication to increase sales, reach new customers, increase market size, increase & rewards loyalty
CONS
Less personalised messaging
- medium level of interaction
Forward buying
- can't always determine how much to order and storage issues: too much or not enough, lose money or have unhappy customers
Cheapens brand
- negative brand equity
Ethical Issues
- i.e, pizza unhealthy
Loyalty type
- attitudinal or behavioural - are people really loyal or do they just purchase out of habit/desire for cheap items. Does it really drive loyalty?
Examples
Price cuts, coupons, cash refunds, prizes, sampling, free gifts
Loyalty/Rewards programs: Loyalty can't be bought; loyalty happens through emotional connection to an offering/brand not a financial one
Field Marketing
Field marketing implements sales promotions, on the ground with samples, free giveaways, coupons, sales, merchandising
PR
Definition
Public relations is the discipline which looks after reputation and maintains goodwill and mutual understanding between an organisation and its public
Different than marcomms, which is more commercial with short-term benefits - PR is more long-term company focused
Who is it for
PR is not just for customers, but key actors in value chain: suppliers, employees, government, lobbyists, financial groups, media
Aims & Objectives
Aim
-
to understand/support influencing opinion and behaviour.
Objective
Corporate Image - maintain/create positive one
Media Relations- maintain food relations with the media
Internal communications - for employees
Instruments and channels
Financial
- corporate advertising, annual report, meetings, newsletters
Media
- relations, press releases, interviews, press conferences
Types of media
Press releases - changes in structure, promotions, awards, new customers/contracts, new products
Press Conferences - when major events occur that press release couldn't get across
Interviews - interviews to convey point of an organization
Lobbying - target those in position of power to get result
Paid
Owned
Earned
Public Affairs
- corporate advertising, annual reports, corporate events/sponsorship, meetings
PROS
Crisis Management
- a way to position the story
Credibility
- audience sees high level of credibility
Cost Effective
Difficult to reach audiences
Good Citizenship
CONS
1. Journalists as gatekeepers
2. Lack of control
3. Hard to measure effectiveness
4. Low level of interaction
Exhibitions
Public & Private - utilise all senses, promote or sell products, generate sales leads, build industry credibility - Can be used with other marcomms tools like email campaigs/newsletters if contact info is received
Crisis Communications
Always be honest
Don't speak off the record
Keep employees informed
Give as much info as possible
Show compassion & empathy/why you're doing it
Corporate Advertising
- to address poor image, reposition buisness, aid in recruitment, used during changes/transition
Maintaining corporate image
Sponsorships
A investment in cash or kind (activity/) in exchange for exploitable commercial potential with an activity
Types
1. Event Related
(concert/game)
2. Cause-Related
(point of purchase - donating to charity)
Sponsorship in advertising
about brand awareness, image, attitude - less control
Sponsorship in PR
about credibility and more control
Sponsorships can lead to higher level of brand awareness, attitudes & sponsorship are greater if they are more involved with sponsorship events;
GOAL
is to have the brand in the choice-set or evoked set of consumer
Operant conditioning also plays a role here
#
FIT In Sponsorship
Consumer's develop an attitude towards a brand over time, so FIT is important. How the brand imagery, personality, experiential/symbolic benefits tie in - synergy between all elements
How does Sponsorship work
Behaviourist View- previous experiences reinforced
Relationship Marketing - concerned with mutual value not just sales
Ambush Marketing
when a non-sponsor tries to capitlise on the success of the real sponsor, pretending they are the sponsor
Types of Ambush Marketing
Sponsoring media or subcategories, freebies or clothing to wear to the event, distactive or associatve ambushing/advertising
Ways to avoid
Positive PR for sponsors and negative PR for non-sponsors, educate consumers, legal restrictions/market surveillance, limit sponsorships & non sponsors ability to advertise
Objectives
-
Build Brand Awarness
Develop Relationships
Improve Brand Image
Attract new customers/build employee morale