Personal Selling LEARNING OBJECTIVES Explain personal selling Personal Selling: People Power Personal selling uses in-person interaction to sell products and services. This type of communication is carried out by sales representatives, who are the personal connection between a buyer and a company or a company’s products or services. Salespeople not only inform potential customers about a company’s product or services, they also use their power of persuasion and remind customers of product characteristics, service… Read More »Personal Selling

The Purpose and Uses of Direct Marketing The purpose of direct marketing is to reach and appeal directly to individual consumers and to use information about them to offer products, services and offers that are most relevant to them and their needs. Direct marketing can be designed to support any stage of the AIDA model, from building awareness to generating interest, desire, and action. Direct marketing, particularly email, also plays… Read More »The Purpose and Uses of Direct Marketing

Direct Marketing Direct Marketing: Going Straight to the Customer Direct marketing activities bypass any intermediaries and communicate directly with the individual consumer. Direct mail is personalized to the individual consumer, based on whatever a company knows about that person’s needs, interests, behaviors, and preferences. Traditional direct marketing activities include mail, catalogs, and telemarketing. The thousands of “junk mail” offers from credit card companies, bankers, and charitable organizations that flood mailboxes every year are… Read More »Direct Marketing

IMC Support for Sales Promotions Sales promotions are delivered to targeted groups via marketing campaigns during a pre-set, limited amount of time. In order to broaden awareness, impact and participation, sales promotions are often combined with other marketing communication methods in the promotional mix. Examples of IMC support for sales promotions include: Weekly email messages to consumers informing them about the week’s sales, special offers, and coupons Promotional information on a Web… Read More »IMC Support for Sales Promotions

Trade Promotion Techniques Companies may offer a wide variety of trade promotions to wholesalers, retailers, their own sales teams, and other stakeholder groups with a vested interest in selling or reselling products or services. Among the most common are trade shows, sales contests, trade allowances, training, product demonstrations, free merchandise and push money. One of the most common types of sales promotions, particularly in in B2B markets, are trade shows. A trade show is… Read More »Trade Promotion Techniques

Consumer Sales Promotion Techniques Free samples of Starbucks Mocha Toffee Latte Most consumers are familiar with common sales promotion techniques including samples, coupons, point-of-purchase displays, premiums, contents, loyalty programs and rebates. Do you like free samples? Most people do. A sample is a sales promotion in which a small amount of a product that is for sale is given to consumers to try. Samples encourage trial and an increased awareness of the product. You… Read More »Consumer Sales Promotion Techniques

Sales Promotions: Getting Action Now Sales promotions are a marketing communication tool for stimulating revenue or providing incentives or extra value to distributers, sales staff, or customers over a short time period. Sales promotion activities include special offers, displays, demonstrations, and other nonrecurring selling efforts that aren’t part of the ordinary routine. As an additional incentive to buy, these tools can be directed at consumers, retailers and other distribution partners, or the… Read More »Sales Promotions: Getting Action Now

Sales Promotions LEARNING OBJECTIVES Explain sales promotions Sales Promotions: Getting Action Now Sales promotions are a marketing communication tool for stimulating revenue or providing incentives or extra value to distributers, sales staff, or customers over a short time period. Sales promotion activities include special offers, displays, demonstrations, and other nonrecurring selling efforts that aren’t part of the ordinary routine. As an additional incentive to buy, these tools can be directed at consumers,… Read More »Sales Promotions

PR and Integrated Marketing Communication Public relations activities can provide significantly greater benefits to organizations when they happen in conjunction with a broader IMC effort, rather than on their own. Because PR focuses heavily on communication with key stakeholder groups, it stands to reason that other marketing communication tools should be used in conjunction with public relations. For example: Press releases can be distributed to media contacts, customers, and other stakeholder groups… Read More »PR and Integrated Marketing Communication

Standard Public Relations Techniques Public relations encompasses a variety of marketing tactics that all share a common focus: managing public perceptions. The most common PR tools are listed in the following table and discussed below. Public Relations Technique Role and Description Examples Media Relations Generate positive news coverage about the organization, its products, services, people, and activities Press release, press kit, and interview leading to a news article about a new… Read More »Public Relations Techniques