Promoting and Selling Strategies
Promoting and strategies include:
-Advertising -Product endorsements and sponsorships -Event sponsorship and venue naming rights -Product placements -Guerrilla marketing -Direct marketing and junk mail -Special promotions -Personal selling -Pubilicity -Gender promtion Why promote? Some aims of promotions are: -Introduce a new product -Sell more of an exisiting product -Attract new customers -Demonstrate the advantage of one product over another Production and promoting strategies are techniques used to manupilate the consumer to purchase the product. Recent advertising include the increase use of celebriy endorsements, naming rights for major events and sport facilities, direct marketing, junk mail and guerilla marketing. Special promotions are addition to normal sales. These promotions are usually these items are advertised temporarily. These items are on sale since they are harder to sell than other products or have special trading deal with the manufactuerer. Sometimes these promotions lure the consumer to the store to buy more products than just the advertised good (this causes store traffic) and may be attracted to other "specials" such as discounts on the official retail price (20% off), prizes,gifts or giftcads when purchasing a product, free samples, demonstrationson on the good, bonus voucher/coupons, free offers and sponsorhsips of charities including non-profit organisations (NGO).
Product endorsements and sponsorships (sporting stars and media celebrities) are used to promote products. Celebrities are paid for recommending products (this is known as product endorsements) or supported by a company while performing for promoting the company's products (this is known as sponsorship). Well-known people are linked with a product or company, for example, by appearing in the company's advertisements and wearing or using the company's products. Advertisers use this strategy to manupilate brand recognition and persude consumers that the product is superior and the company is more trustworthy than other products and companies. E.g. Lleyton Hewitt using a particular medicine for bones. This will appeal to consumers as Lleyton is a tennis player and "if he's using, why can't I?"; |
Advertising is done internationally on televesion, radio, newspapers, magazines and internet even billboards, buses, trains and sporting events. Advertising can consciously and/or unconsciously absorb messages to influence behaviour of consumers, though effective advertising can be done by manupilation, such as subliminal messages, informatively (it product provides information about new goods and services or allow us to compare the features of competing products). If advertising is done succesfully, an advertising campaign can result in a boost in both sales and profit. There is also central advertising, which are mostly seen on logo or slogan linked with particular proudcts or companies (generally a well-known brand is associated with an image that apppeals to particular consumers). E.g. Nike, for example uses imagery that appeals to young, active, trendy consumers. Sometimes, the brand names become so well known they are widely used as a generic name for a class of a product. Google, for example, is often used as the generic name for search engine no matter what other brand. Other brands such as Panadol, Gladwrap and iPhone. Often, logos used by companies are instantly recognisd by consumers. McDonald's golden arches, Nike's tick swoosh, Coca-Cola's bottle and Qantas' flying kangaroo are symbols that are known internationally. Junk mail is the use of advertising flyers (junk mail) has increased vasly over the last decade. They can be delivered via the letterbox, this form of advertising is especially popular with supermarket chains, hardware stores and real estate agents. While consumers dislike this way of promoting, reetailers advertise using alternatives. Personal selling is a form of direct selling involving door-to-door or in-store promotion of a particular product. Telemarketing is another type of personal selling, paying television and mobile phone access is often promoted by door-to-door selling, such as make-up/perfume (Avon, Nutrimetics, Tupperwave and Amway). Personal selling allows consumers o ask questions and clarify issues about the product. Therefore, the salesperson needs to have a thorough understanding of the product, the needs of consumers and the selling process. However, the retailer can potentially pressure a buer into making a purchase. Salespeople in retail outlets also personal selling. The attitude and skills of a salesperon can make or advertisers are always looking for new ways to promote a particular product. Event sponsorship and venue naming rights, companies seek to increase public recognition of their brands by buying the naming rights for major sporting and cultural events. Examples of recent corporate sponsorships of sporting events and cultural institutions include Telstra's sponsorship of both the National Rugby League and the Australian Ballet, Carlton and United's sponsorship of the Australian Football League Vodafone's sponsorship of the Australian Rugby Union and the Seven Network's sponsorship of Opera Australia. Buying the naming rights for major sporting venue (a sport stadium) is another way companies make sure that a brand name is regularly mentioned in the media. E.g. In 2002, Telstra paid $60million dollar for the naming rights for Syndey's Stadium Australia, now known as Telstra Stadium. Product placements involves having products displayed prominently in movies or television progams. Companies usually pay for such placements. Guerilla marketing is an unconventional and very flexible method to promote a brand name. For example, when one company sponsors a major sporting event a competing company somtimes seeks to have its brand name publicised or well-known at the event by unconventional means. E.g. Distribution of T-shirts bearing the company's brand name or logo. Diremarketing is carried our via to telemarketing (selling over the telephone) mail and email. It involves contacting householders personally, by name, via businesslike phone calls or letters that market items. E.g. Real estate agents will often phone brake sales. Upselling is a technique used by many salespeoples to promote add-on sales and increase profits. We have all been asked whether we want fries or a drink with out burgers when we visit McDonald's. Upselling at the hairdresser suggests that you purchase a special shampoo and conditioner in addition to a haircut. Publicity is free media coverage given to a company by madia outlets (for example, newspapersand radio stations), especially when the company releases a new product or buys blocks of advertising space or time wiht the media outlet. For example, in the weekend newspapers, there is always a large number of real estate advertisements for houses for sale which are paid for/by the real estate industry. In the same sections of the newspaper of the newspaper there are also often feature articles about real estate issues. This amount to free publicity for real estate industry. The iam is to generate interest in real estate, therefore creating more busines for the industry and more advertising for the newspaper. The role of gender in product promotion, males and females are frequently portrayed in advertising in way that appeal to certain sections of the population. Often this reinforces existing ideas about the sexes their relationships. This occus because advertising often involves the use of steretypes - exagerrated pictures or image of particular groups. There is often some truth at the heart of a stereotype, bt the image has been distorted to such an extent that i would not be considered to be ture by most people. Stereoypes are often applied to sexes. Such as one stereotype about the sexes in childhood might be that all girls have dolls and boys have toy guns. |