Sales promotion, direct marketing, interactive marketing and words of mouth marketing
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Sales promotion is a collection of marketing incentives used to stimulate short-term purchases of products and services. Advertisements provide reasons to buy while promotions incentivize buying through tools like samples, coupons, cash refunds, and premiums. The objectives of promotions are to increase awareness, trial, repurchase, and related product purchases. Techniques include samples, coupons, cash refunds, prizes, and cross-promotion. Direct marketing involves communicating directly with customers through channels like mail, catalogs, websites and mobile apps to deliver goods and services without intermediaries. It allows measuring response and building personal relationships with customers. Interactive marketing is a trend of moving from transactions to conversations through addressing individuals based on their unique responses and preferences
Sales promotion, direct marketing, interactive marketing and words of mouth marketing
- 3. Definition Sales promotion is a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
- 4. Cont… Advertisement offers a reason to buy where as sales promotion offers a incentive to buy. Sales promotion includes tools for consumer promotion: samples, coupons, cash refund offers, prices off, premiums, prizes, free trials, warranties.
- 5. Objectives • • • • • • • To identify target market or life style To Increase consumer inventory and consumption To encourage repurchase To increase awareness of product It increases sales of complementary products Stimulate impulse purchasing Allow flexible pricing
- 6. Techniques • • • • • • • • Samples Coupons Cash refund offers Price packs Prizes Free trials Product warranties Cross-Promotion
- 7. Creating a brand experience: Coca-Cola in Las Veges, with a 100-foot lighted coke bottle as part of the front of the building.
- 9. Definition Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen. These channels includes direct mail, catalogs, telemarketing, interactive TV, Web sites and mobile devices.
- 11. Direct Marketing Channels Direct mail Catalogs Telemarketing Other direct response
- 12. Constructing a Direct-Mail Campaign Establish objectives Select target prospects Develop offer elements Test elements Execute Measure success
- 13. Types of Telemarketing • • • • Telesales Telecoverage Teleprospecting Customer service and technical support
- 14. Other Media for Direct Response • Television • Direct Response Advertising • At-home shopping channels • Videotext
- 15. Benefits of Direct Marketing • Personal relationship with customers. • Benefit to customer – Home shopping (via internet). • It makes offers and strategy less visible to competitors. • It can measure response to companies campaigns.
- 17. Definition Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation.
- 18. Cont… According to John Deighton, interactive marketing features “the ability to address an individual and the ability to gather and remember the response of that individual” leading to “the ability to address the individual once more in a way that takes into account his or her unique response”
- 19. Cont… • Interactive marketing is not synonymous with online marketing, although interactive marketing processes are facilitated by internet technology. • Amazon.com is an excellent example of the use of interactive marketing, as customers record their preferences and are shown book selections that match not only their preferences but recent purchases.
- 21. Methods of Interactive marketing • Interactive communication. • Loyal customer programmes. • After marketing activities.
- 22. Online Promotional Opportunities • • • • • • Websites Microsites Search ads Display ads Interstitials Internet-specific ads and videos • Sponsorships • Alliances and affiliate programs • Online communities • Email • Mobile marketing
- 24. Definition Words of mouth marketing is also called words of mouth advertisement, is an unpaid form of promotion- oral or written. On which satisfied customers tell other people how much they like a business, product, service or event. Marketing Buzz or simply Buzz is a term used in itthe interaction of customers and users of a product or service serve to amplify the original marketing message.
- 25. How to Start Buzz • Identify influential individuals and companies and devote extra effort to them • Supply key people with product samples • Work through community influentials • Develop word-of-mouth referral channels to build business • Provide compelling information that customers want to pass along