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I. Communications Strategy PART 2 - Coggle Diagram
I. Communications Strategy PART 2
Advertising
- Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
Objectives
To Inform
To Persuade
To Remind
Major advertising decisions
Objective setting
Budget decisions
Message / media decision
advertising evaluation
Types of Media
Television, 2. Digital and Social Media, 3. Newspaper, 4. Direct Mail, 5. Magazines, 6. Radio, 7. Outdoor
Return on Advertising investment
Communication effects
The sales and profits effects
Public Relations (PR)
- Building good relations with the company’s various publics by obtaining favourable publicity, good corporate image, and handling or heading off unfavourable rumours.
PR specialist responsibilities
Press relations or press agency
- Placing information in the news media to attract attention
Lobbying
- Building and maintaining relationships with law-makers
3.
Investor relations
- Maintaining relationships with stakeholders
Impact of PR
- PR can have a strong impact on public awareness at a much
lower cost
than advertising can. When using public relations, the company does not pay for the space or time in the media. And it is much more
credible
.
Major PR tools
News
Speeches
Special Events
The Web and Social Media
Websites
Personal Selling
- Personal customer interactions by the firm’s sales force for the purpose of engaging customers, making sales and building customer relationships.
Salesperson
- An individual who represents a company to customers through personal selling.
1.
Order Takers
- Such as the retailer store salesperson standing behind the counter. their only role is to take orders.
Order Getter
- They intend to get sales and orders. This role demands creative selling and relationship building.
Salesperson link the company with its customers. To many customers, the saleperson is the comapny
Managing The Sales Force Structure
Territorial structure
- The set up of a Salesforce based on geographic area in which that salesperson sells the full product line.
Product structure
- The set-up of a Salesforce responsible for selling only a portion of the company's products or lines.
Customer (or market) structure
- The set-up of a Salesforce which specialise in selling only to certain customers or industries
Managing the Sales force
Outside
sales force - Salespeople who travel and are always on the go
Inside
Sales force - Those who stay indoors in an office
Team Selling
- Using teams of people from different departments for large, complex accounts
Sales Quota
- States the amount a salesperson should sell and how sales should be divided
Social setting
- Using online, mobile and social media to engage customers
Sales Force Management steps
Designing Sales Force Strategy
Recruiting and selecting
Training Salespeople
Compensating Salespeople
Supervising
Evaluating Salespeople
The Personal Selling Process
Prospecting and qualifying
Preapproach
Approach
Presentation and Demonstration
Handling Objections
Closing
Follow up
Sales Promotion
- Short-term incentives to encourage the purchase or sale of a good or
service NOW.
Sales Promotion Tools
1.
Consumer Promotions
- Targeted towards final buyers
Trade Promotion
- Towards retailers and wholesalers
Business Promotion
- Towards B-2-B industries
Sales force promotion
- Towards members of the Sales Force
Event marketing
- Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others.
Growth of Sales Promotion
It is an
effective
short-run sales tool. 2.
Competitors
are using it. 3.
Advertising
efficiency has
declined
, and 4. consumers have become more
value-oriented
The growth of Sales Promotion resulted in Promotion Clutter
Sales Promotion Objectives
Consumer Promotion
- Short term customer buying or brand involvement. to push a product that is moving slowly, get a new product into the market and to remove excessive stock
Trade Promotion
- Getting retailers to carry new items and stock more products, or promote and give more shelf space
Business Promotion
- stimulate purchases and generate business leads
Sales Force Promotion
- Motivate salespeople and sign up new accounts
Manufacturers Sales Promotion
Allowance - usually so much off per case
Free Goods
Push Money - Cash or Gifts to dealers or their sales force to 'Push' the goods
Direct and digital marketing
- Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
Benefits
For Buyers
- Convenient, easy, private, accessible anywhere and anytime and access to an almost unlimited assortments of goods, informative, reviews and recommendations
For Sellers
- Low-cost, efficient, speedy alternatives for reaching their markets, can personalise product and services to specific taste. Offers greater flexibility, create immediate and personal engagement and offers
Forms of Direct and Digital Marketing
Digital and social media marketing
Online Marketing
Social Media Marketing
Mobile Marketing
Traditional Direct Marketing
Face-to-Face Selling
Direct Mail Marketing
Catalogue Marketing
Telemarketing
Direct-response TV Marketing
Kiosk Marketing
Detailed Examples
Telemarketing
- Using the telephone to sell directly to customers
Direct-mail marketing
- Marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address.
Online marketing
- Refers to marketing via the Internet using company websites, online advertising and promotions, e-mail marketing, online video and blogs.
Online Domaine Models - B2C , B2B , C2C , C2B