220 likes | 331 Views
5 th Class. Promotion, advertising and other things. Yikes!. What is word of mouth? Is it truly Viral? What is the importance of publicity in an integrated marketing communications program?. Example of Promotional Elements. Adoption Curve Revisited.
E N D
5th Class Promotion, advertising and other things
What is word of mouth? Is it truly Viral? • What is the importance of publicity in an integrated marketing communications program?
Speak of which, what is intergrated marketing communications? • Speaking from one brand value proposition the sum total of all messaging across internal and external audiences, including pr and (now) social
Push vs. Pulll • Push-Working primarily in channel to get goods on shelves, salespeople selling etc. • Pull Marketing-pushing consumer to channels (retail, online, etc) via promotion, buzz etc. • Example: booze
Selling-What the ???? • Death of a Salesman book cover photo • Willy Loman • Face it, we are all selling something; goods, services, type of religious affiliation, political parties. All are trying to identify needs and provide solutions
Harrington’s Rule for Effective Selling • Amazing listening • Align incentives to goals • Have to now be more knowledgeable than customer • Specialize
How Can You Organize Sales? • Geography • Key Accounts • By Vertical • By Product • Biggest question is leads and how to manage. • But that is a good problem to have. • Barber shop model?
Huge Sucking Sound • 16-3
How Measure Effectiveness? • Anyone watch Mad Men? • That era is over. • Web-know leads, conversion, type of customer, geography and if you let them who you are (CRM) • Prompts huge data analytics
What’s a Typical Launch Include? • PR • Social • Awareness-branding • Engagment(product or offer driven) PLUS, lots of $ and repetition Then loyalty and Retention. How? Loyalty programs, customer service, etc