Workshop Eight - Promotions
- Welcome
- Businesses Must Be Concerned With Both Reality and Perception
- Promotion is purposeful communication with customers and prospects
with the objectives to inform, persuade, and remind them of your total
product offerings.
- Just as a firm requires focus relative to its mission, its promotional
activities ought to have a common theme that is woven into every
communication. Promotional activities must also:
- Be consistent with mission.
- Be well coordinated relative to type, timing, and staff knowledge.
- Be comprehensive so that nothing in the organization appears contradictory to the promotional message (including product).
- At Entre, we always emphasized our quality service and responsiveness.
- Promotional Mix - personal selling, advertising, and sales promotions.
- Geographical nature of target market.
- Identity of target market.
- Characteristics of product.
- Promotional Budget
- Promotional Budgeting (Often the Wrong Question!)
- Personal Selling - promotion delivered in a one-to-one manner.
- Prospecting - the systematic process of continually looking for new customers.
- Identified Harrisburg, Lancaster, York, and Hunt Valley.
- Chamber of Commerce, Library, Phone Book, Visits, Calls
- Letter from Systems Consultant, then Operations Manager.
- Try Us, You'll Like Us! Also, monthly mailings.
- Always Looking to Develop Long-Term Relationships
- Salesmanship
- Customizing Presentation - Focus on Customer Need
- Prepared to Discuss Value-Adds
- Prepared to Discuss Successful Experience
- Prepared to Offer a Choice
- Stop Selling When Sale Has Been Made
- Compensating Salespeople
- Advertising - promotion delivered through mass-media in an impersonal manner. Does it make sense?
- Are you trying to take the easy way out?
- Can the product appropriately and accurately be represented?
- Product Advertising Versus Institutional Advertising (e.g. Yellow Pages)
- Frequency Advertising Works Best
- Simplicity and Imagery
- Sales Promotion - Any promotional activity not considered advertising or personal selling.
- Specialties (calendar, golf balls)
- Public Relations
- Trade Show Exhibits
- Direct Mail, Thank You Notes
- Point-of-Purchase Displays
- Signage (Delivery Trucks)
- Stationery & Brochures
- Employee Appearance
- Sponsor Youth Sports
- Charitable Contributions
- Holiday Gifts
- Free Product or Service