Marketing Services

1. Marketing Services MarCom

2. Marketing Services • Most Marketing Services relate to Marketing Communications • “MarCom” - Umbrella term • As marketers grow • New ways to market brands, and… • New sources of career opportunities

3. Marketing Services • Sales Promotion • Direct Marketing • Public Relations • Media Buying Services • Marketing Research • Introduction to MRI • Event Marketing • Promotional Products

4. The World of Sales Promotion • Two Types of Sales Promotion • “Push” Trade Promotion • “Pull” Consumer Promotion • Both emphasize Short-Term Sales • Two Types of Incentives • Cost Less - Savings • Get More - “Added Value” • More Product (Bonus Pack) • A Prize (Sweepstakes) • Something else (A Premium)

5. Trade Promotions • Point-of-sale

6. Trade Promotions • Point-of-sale • Dealer contests • Merchandising the advertising • Deals and allowances • Co-op advertising

7. Consumer Promotions • Coupons/FSIs (Free Standing Inserts) • Contests, sweepstakes & games

8. Consumer Promotions • Coupons/FSIs (Free Standing Inserts) • Contests, sweepstakes & games • Cents-off promotions

9. Consumer Promotions • Coupons/FSIs (Free Standing Inserts) • Contests, sweepstakes & games • Cents-off promotions • Premiums

10. Consumer Promotions • Coupons/FSIs (Free Standing Inserts) • Contests, sweepstakes & games • Cents-off promotions • Premiums • Sampling

11. Consumer Promotions • Coupons/FSIs (Free Standing Inserts) • Contests, sweepstakes & games • Cents-off promotions • Premiums • Sampling • Rebates

12. Consumer Promotions • Coupons/FSIs (Free Standing Inserts) • Contests, sweepstakes & games • Cents-off promotions • Premiums • Sampling • Rebates • Continuity programs

13. Consumer Promotions • Coupons/FSIs (Free Standing Inserts) • Contests, sweepstakes & games • Cents-off promotions • Premiums • Sampling • Rebates • Continuity programs

14. The World of Direct Marketing • Direct marketing occurs when you buy direct from a marketer: • By returning a coupon • By calling an 800# • By responding to a mail solicitation • By shopping on the Internet • By responding to a telemarketer who called you during dinner

15. Consumer Complaints About Direct Marketing • Annoyance • List removal option of DMA • Privacy issues • Who owns your information? • Data technology raises new concerns • Unscrupulous practices

17. The World of Public Relations • Marketing PR (MPR) • Supports marketing efforts • Corporate PR (CPR) • Deals with broader range of issues, from investor relations to employee communications

18. Product Publicity Activities • Press Releases (immediate news) • Technical and Case History stories • Feature stories • Press Tours • Press to Company • Company to Press

19. Corporate PR Activities(Non-Marketing Related PR) • Investor Relations • Employee Communications • Government Relations (lobbying) • Crisis Management (oil spills, etc.) • Community Relations • Advocacy Advertising (corporate point of view on public issues)

20. The World of Media Services • Independent companies that plan/buy media time and space for advertisers • Originally, an alternative to the media department of a full-service ad agency • Evolved as media choices proliferated and media planning/buying became more complicated • Now mega-agencies have “unbundled” their media departments to create competing media planning/buying services

22. The World of Marketing Research • Two types of entities provide critical marketing information: • Internal Marketing Research Departments • At the marketer • At a full-service agency • Outside Marketing Research Firms

23. Role of Internal Marketing Research Department • Analyze company sales data • Provide short-term and long-term sales and industry projections • Determine what primary research studies need to be carried out • Select and hire outside research firms to conduct surveys and provide other information

24. Types of Outside Marketing Research Firms • Limited-service Research Suppliers • These supply a specific type of data, often to all major marketers. • Syndicated Research (Nielsen, MRI) • Standardized Research (Gallup & Robinson ad recall pre-testing studies) • Full-service Research Suppliers • Focus Groups and Surveys • “Starting from scratch” research projects

25. Comprehensive demographic, lifestyle, product usage and exposure to all forms of advertising media • Leading U.S. supplier of multimedia audience research • Conducts more than 26,000 personal interviews with consumers annually • MRI Reporter - The Park Library

26. MRI Example • Pets - Spring 2000 • Pets: Ownership Of • Own Dog(s) • Report Base: Female Homemakers

31. = 1426 / 26982 = 7752 / 26982 = 2983 / 26982

32. =1426 /7610 =6200 /16386

33. =18.7 / 29.9 =37.8 / 29.9

34. The World of Event Marketing • Sports sponsorship

35. The World of Event Marketing • Sports sponsorship • Entertainment, tours, attractions

36. The World of Event Marketing • Sports sponsorship • Entertainment, tours, attractions • Festivals, fairs, annual events • Causes

37. The World of Event Marketing • Sports sponsorship • Entertainment, tours, attractions • Festivals, fairs, annual events • Causes • The Arts

38. The World of Event Marketing • Provides opportunities for: • Sampling of product • Widespread publicity in media • Unique connection w. target market • Cause marketing: • A special type of event marketing • Example: Children’s Miracle Network

39. The World of Promotional Products • A $16 billion business • Items with company brand or logo on it (pens, hats, key rings) • Higher priced items called “business gifts” • Many uses: • Sales lead generation, trade shows, awareness building, employeemorale, etc.