1 / 30

Sales Promotion - Week #2

Sales Promotion - Week #2. Recap the importance of the story Quiz on Chapter 1 Watch and discuss “Wag the Dog” Introduce final project Positioning Statement Image Development. Cellphone Policy. OK if it rings I don’t expect you to remember to turn it off BUT!

kedma
Download Presentation

Sales Promotion - Week #2

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Sales Promotion - Week #2 • Recap the importance of the story • Quiz on Chapter 1 • Watch and discuss “Wag the Dog” • Introduce final project • Positioning Statement • Image Development

  2. Cellphone Policy • OK if it rings • I don’t expect you to remember to turn it off • BUT! • Don’t answer your phone in class! • Don’t step into the hall to talk • Also • No text messaging

  3. Psychology of Sales Promotion • Targeting and research is essential FIRST! • Who are you selling to? • What do they want? • What do they care about it? • Who do they want to be? • A.I.D.A • Attention – get them to notice you • Interest – make them want to know more • Desire – now they want your product • Action – they actually purchase it!

  4. Brand Development • Sell the sizzle, not the steak • Selling an image • Victoria’s Secret • IBM vs. Apple • Company values • Patagonia • Technology • Nike • Why is this necessary?

  5. Targeting is Key • Why buy from you vs. your competition? • Offer an extra benefit • Social factors • Markets are less and less diversified

  6. Final Project • Product/Company Name, Description • Logo • Positioning statement • Target Profiles • Packaging objectives & design • Print advertising objectives, plan, and ads • Pricing and promotion plan

  7. Product/Company Name, Description • Product: “Bruttini Crunchy Almond Cookies” • Italian for “Little Uglies” • Company: Biscaro Brothers • Description: With the nutty crunchiness of biscotti and the light taste of meringue, each all-natural gluten-free Bruttini Crunchy Almond Cookie has its own unique shape. They go equally well with coffee, tea, a glass of wine, a bowl of ice cream, or alone as a snack!

  8. Demographics Psychographics Categories Potential Distribution Channels Positioning Statement • Where does your product fit into the market? • Bruttini Cookies Positioning Statement: • As an Italian gourmet treat, Bruttini cookies appeal to consumers who are interested in a new and different snack and have the disposable income to afford a more expensive sweet. They are all-natural, kosher, dairy-free and gluten-free, and so are equally at home in a corner deli, a natural foods store, or the local supermarket. Though not fat-free, they will appeal to most people who currently purchase meringue cookies.

  9. Image Development • Enhance the sizzle • Communicate the sizzle • Where? • Logos • Packaging • Advertising • Trade Shows

  10. Logo Design Rules of Thumb • If it works in black and white it will work in color • If it works in color it may not work in black and white • So first design in black and white. • Why do we need black and white? • Universal application (color won’t fax) • Cost effective

  11. Logo Design Rules of Thumb (cont’d) • Three types of logos • Typography • Iconography • Combination

  12. Typography • Select font • Use contrast • big to small • thick to thin • block font to script font • convey proper feel with typeface selection • consider application (will it work in any size?)

  13. Iconography • If possible, use an image that will support or literally convey name • Reinforce identity • Convey an idea • Consider the application

  14. Combination

  15. Create “Dominance” By Using Contrast • Establish the creative direction of your logo (typography, iconography, or a combination) • Develop a strong design in rough form • Pick an appropriate typeface or faces • Convey the feeling of your product or service. • Some take a literal approach • Others develop a unique feeling or abstract identity

  16. Example: Pepsi Cola • A combination solution • Current type face choice is “space age” • Always accompanied by the Pepsi icon • No matter what typeface they use, the feeling may change but the flavor is always maintained. • Also always includes the very American red, white, and blue. • Let’s take a look: www.pepsi.com

  17. Other hints • Use clip art! • Use my design links: www.planetminkoff.com/AIPh/links.html • Abstract is OK – convey the mood • Don’t sweat it!

  18. Gathering References • Find examples of others with similar positioning – go shopping!

  19. Choose a team! Three members per team

  20. Brainstorm!

  21. Break

  22. Wag the Dog • What is “true”? • What elements and techniques are used to sell the story in the movie? • Who is/are the target audience/s?

  23. Wag the Dog • What is “true”? • What elements are used to sell the story? • What techniques are employed to support the story? • What came first – product or target? • What roles were necessary? • Who is the target audience?

  24. Conrad Brean/Robert De Niro

  25. Stanley Motss/Dustin Hoffman

  26. Winifred Ames/Anne Heche

  27. Fad King/Denis Leary

  28. HOMEWORK: • Create product concept/description. • Choose a name for the product/company • Develop a positioning statement • Gather references and do 5 rough logos • Be prepared to present your concepts, references, and logos to the class!! • Read Chapter 2 (Marketing)

More Related