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Promotion:, Below the line promotion, Guerilla Marketing, Above the line…
Promotion:
Objectives of promotion:
- Creating awareness or informing consumers of a new or improved product in the market.
- Convincing or persuading consumers to purchase a firm’s products instead of competitors’ products.
- Reminding consumers of the existence of a product in order to retain existing customers or gain new customers for a product.
- Enhancing the brand image of the product as well as the corporate image of the business.
Definition: Refers to methods of communicating messages to the market with the intention of selling a firm’s products.
Aim: The main aim of promotion is to obtain new customers and to retain existing ones.
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The promotional mix:
- A successful promotional mix will involve a good balance of both ATL and BTL promotional methods.
- This could involve using an appropriate mix of advertising, sales promotion, personal selling, PR, etc. Marketers often consider the Marketing acronym AIDA: Attention, Interest, Desire, Action.
Impact of technology on promotional activities:
- The most common way to make promotional activities is through SMM.
- Every promotional activity done through social networks becomes a viral marketing form.
- Viral marketing is a form of peer-to-peer communication where individuals are encouraged to pass on promotional messages within their social networks (similar to word of mouth)
Unethical Promotional Techniques:
- Pester power
- Confusion marketing
- Ambush marketing
- Infiltration marketing
- Pop-up advertisement
Below the line promotion
Definition:
- It refers to the use of non-mass media promotional activities. Form of communication where the business has direct control over its promotional activities.
- Unlike ATL promotion, it does not depend on the use of independent media, and no commission has to be paid to external media agencies.
- Focus the promotional activities on consumers they know or on those who are interested in their products.
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BTL promotional strategies include:
- BRANDING (PRODUCT BRANDING, FAMILY BRANDING, OWN-LABEL BRANDING, COMPANY BRANDING, GLOBAL BRANDING)
- SLOGANS (A concise message designed to represent the essence of a business)
- LOGOS
- WORD OF MOUTH
Direct Marketing:
- This ensures that the product is aimed directly to consumers.
- Eliminates the use of intermediaries and therefore can save the business money.
- A limitation of this method is that the most consumers can regard the information as junk mail and not pay any particular attention.
Personal selling:
- Involves the sale of a firm’s product through personal contact.
- It makes use of sales representative and can be done face to face or over the telephone.
- A limitation of this method is that it may be expensive to have a sales representative team, especially when they are paid by commission.
Public Relations:
- Promotional activities aimed at enhancing the image of the business and its products.
- For publicity the business could hold a press conference where it invites the media and provides information about social responsibility project.
Sales Promotion:
Short-term incentives provided by a business with the aim of increasing or boosting the sales. Examples include:
- Money-off coupons.- Discounts provided to customers when a product is purchased.
- Point-of-sale display.- Draw attention so impulse buying is performed.
- Free offers or free gifts
- Competitions.- Works a lot with videogames.
- BOGOF.- Promotional strategy that can be used to attract new customers or assist in eliminating excess stock. Often used in the maturity or saturation stage.
Guerilla Marketing
Definition:
- Defined as a marketing form which involves the use of “untraditional” activities that has an innovative and significant promotional effect.
- The term is coined from millitary-related terminology.
- It adapts the “hit and run” guerrilla warfare tactics where you hit if you can win but run if you cannot.
- It is eye-catching and surprising and so highly efficient in capturing customers’ attention.
Principles of Guerilla Marketing:
- Activity: Seek different ways of doing promotional activities.
- Presence: Look for ways to make the business known to the market.
- Energy: Businesses need to note that every contact and every day is an opportunity to market their company. This is known as 360-degree marketing.
- Networks: Should look for new contacts and focus on building relationships.
- Smart: Try not to offend customers and also try to avoid controversy when promoting products.
Methods used in Guerilla Marketing:
- Peer Marketing: Get people with similar interest or ages together to build interest in a product.
- Free Samples or demonstrations
- SMS texting and video messages
- Roach baiting and buzz marketing: Where actors are used to behave as normal customers/people to create interest, controversy, or curiosity on a product.
- Intrigue: The process of generating mystery to engage customers.
- Live Commercials: Using people to do live commercials in key places.
Benefits:
- Low cost
- Flexibility
- Simplicity
- Identified target market.
- Communication tool
- Interaction Opportunity
- Accesibility
Limitations:
- Denting Brand Image
- High negative attitudes
- Negative Impact on social life
- Ethical Issues
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