PROMOTION STRATEGIES

PROMOTION STRATEGIES
● Companies find creative ways to reach their markets. Whether
customers are at home or outside, or online or offline, companies have
means of making them stop, look, and listen so they can get their
message across.

● While consumers may have found ways to evade getting reached by

these messages, the availability of a lot of channels that reach them
and the presence of personalized marketing have made sure that they
have at least read, felt or viewed one marketing effort.
THE COMMUNICATION PROCESS
Interference, or noise, can distort
marketing messages. Factors such as poor
reception, poor print quality, problems with a
server, or a low battery can interfere with
your getting messages.
Sender. Origin of the message, the party
sending the message to another party.
Advertising is the one sending the message
Encoding. Process of putting thoughts into
symbolic form.
Message. Set of symbols or the elements
formed during encoding that will be
transmitted; tone, language, storyline and
delivery
Media. Channel through which the message is
transmitted from the sender to the receiver
Ex: TV Advertisement, TikTok

Decoding. Process by which the receiver assigns

meaning to the symbols transmitted by the sender.

The source (or sender) encodes, or translates, a message so that it’s appropriate for the message
channel—say, for a print advertisement, TV commercial, or store display—and shows the benefits
and value of the offering. The receiver (customer or consumer) then decodes, or interprets, the
message. For effective communication to occur, the receiver must interpret the message as the
sender intended.
ROLE OF PROMOTION
Promotion helps you draw
your target’s attention, create
interest in your products and
services, generate demands,
and encourage them to
purchase from you.
ROLE OF PROMOTION
1. Build awareness – Making your target audience aware of your products and services. You
must identify your target audience, your promotional marketing messages, and your
outreach strategies.
2. Foster interests – Gaining their interests in your business. It requires a well-designed
content marketing strategy to provide enough information for lead nurturing, and show
uniqueness for differentiation from competitors.
3. Generate demand – Making your products and services desirable. You can share great
features and benefits, and create an emotional connection with your prospect.
4. Induce prospects to take action – Placing a call-to-action for your target to easily engage
and find the next steps. Anywhere you can position to drive conversions, such as your
website, digital advertising, and social media.
PROMOTION MIX
Promotion Mix or Marketing Communication Mix.
Is composed of marketing elements such as advertising, public
relations, sales promotions, direct marketing, and personal selling.
Overview of Promotion Mix:

Advertising Paid form of non-personal communication in audio or visual form that promotes products -
goods, services, ideas, or places to a specific audience

Public Relations Good relations with the company’s various internal and external publics by creating
favorable publicity, building up a good corporate image and addressing unfavorable issues
and events

Sales Short-term incentives created to encourage customers to purchase a product

Promotions

Direct Direct communication with individual consumers via different channesl to generate an action
Marketing response and to build lasting relationships

Personal Personal interaction between sales and personnel and the customers for the purpose of making
Selling a sale and building customer relationships

B2B Offers materials and services that other businesses need to work and get benefits. It focuses on
how people will benefit from using your offers.
TODAY’S MARKETING
● Marketing efforts are continuously evolving and changing.
Consumers are more informed and discerning than ever -
they consume information at a fast pace due to their access
to the internet.

● Digital Age has paved the way for easier and faster
communication between the brand and customers.
○ Less Broadcasting
■ Information to a large group
○ More of Narrowcasting
■ Information to a select or small group
BENEFITS OF A PROMOTION STRATEGY
● Target the right audience.
● Gain brand awareness.
● Attract prospects and customers.
● Publish your promotion at the best time.
● Increase qualified customer traffic.
● Show differentiation from competitors.
● Offer more value to your customers.
● Engage with your target audience.
● Drive customer decision-making.
● Find potential partnerships.
● Create customer relationships.
● Build your reputation.
● Improve word-of-mouth opportunities.
● Stay ahead of the competition on market share.
● Grow sales and profits.
ADVERTISING OBJECTIVES
ADVERTISING OBJECTIVES
Informative advertising
is especially relevant in the pioneering stage of a new product category. The objective is to build primary
demand.

To support this objective, informative advertising provides information about the features of a new product or
service in order to initiate the decision-making process of consumers. For instance, the yogurt industry
initially had to inform consumers of the nutritional benefits of yogurt.

Persuasive Advertising
Persuasive advertising becomes relevant in the competitive stage. The company’s objective is to build selective demand for a
particular brand. It has to persuade consumers of the fact that its products or services offer more value than competing
products or services. For instance, BMW attempts to persuade consumers that its cars deliver more driving pleasure than
Mercedes-Benz cars.

Some persuasive advertising uses comparative advertising, which makes explicit comparisons of the attributes of two or more
brands. For instance, Burger King used comparative advertising for its attack on McDonald’s: Burger King directly compared
its flame-broiled burgers to the fried ones of McDonald’s to gain advantage. In some countries, comparative advertising is not
permitted. In addition, a company should always make sure that it can prove its claim of superiority and cannot be
counterattacked in a vulnerable area, which may result in an “advertising war”.
ADVERTISING OBJECTIVES
ADVERTISING OBJECTIVES
Reminder Advertising

Finally, reminder advertising becomes relevant in the case of mature products. At this stage, consumers

are aware of and informed about the features of a product. Also, they are persuaded of its benefits.

However, these benefits must be repeated to remind consumers to buy the product. For instance,

Coca-Cola ads in magazines are intended to remind people to purchase Coca Cola.

A related form of Reminder Advertising is Reinforcement Advertising, which aims to assure current

purchases that they have made the right choice. For instance, automobile ads often depict satisfied

customers enjoying special features of their new car.

ADVERTISING MEDIA
TERMINOLOGIES
REACH

- Measure of the percentage in the target market that is exposed to the ad

campaign during given period of time.

FREQUENCY

- How many times the target market is exposed to the message

IMPACT

- Qualitative value of message exposure

In social Media, timing is
everything
Media Scheduling refers to the pattern of
timing of an advertising which is
represented as plots on a flowchart on
a yearly basis. The plots in the flowchart
indicate the pattern of periods that
matches with favorable selling periods.
PUBLIC RELATIONS
TERMINOLOGIES
Public Relations

● One of the essential tools in promoting brand or product and in building

image of the company.
● Communication tool that is used to build good relations with consumers,
investors, media and communities.
PUBLIC RELATIONS TOOLS
PRESS KITS

● Prepared package of information

about a product or service that is
sent out to different media
outlets that may contain samples,
a gift or token related to the
product or files containing details
PUBLIC RELATIONS TOOLS

EVENTS AND EVENT

SPONSORSHIPS
● Build good relations with
the general public,
especially if a product
supports a cause.

Example: Energy drinks in

Marathon
PUBLIC RELATIONS TOOLS
SOCIAL MEDIA ACCOUNTS

● Serve as PR tool for a lot of

brands nowadays. Companies
strive to engage their audience
on social media by encouraging
them to share their posts, create
their own posts, brand-owned
hashtags, etc.
PUBLIC RELATIONS TOOLS
When there is challenging issue or bad publicity about a
brand or company, it is the responsibility of the PR
Department to address the issue and do some damage
control.

Failure to conduct crisis management may damage a

brand’s image.
QUESTION:
If you’re the marketing lead of Jollibee and you’re faced with this crisis, what
will you do?
SALES PROMOTION
SALES PROMOTION
Consumers always look for value for money in their purchases. Discount, sales
and free are powerful words that can sway a consumer to enter a store.

These are short-terms incentives that are offered to consumers to encourage

them to buy immediately.
TYPES OF SALES PROMOTION
CONSUMER PROMOTION

● Final consumers are urged to purchase urgently to boost sales of

products in a short period of time.

TRADE PROMOTION

● Target: Retailers and wholesalers

● Aims to increase orders, carry new items, buy ahead or promote the
company’s products and give them more shelf space.
TYPES OF SALES PROMOTION
BUSINESS PROMOTION

● Promotions to business customers are offered to generate leads,

stimulate purchases, and reward business customers

SALES FORCE PROMOTION

● Geared toward the sales force, it aims to motivate the sales people to
increase the order of their accounts.
DIRECT MARKETING
● is a marketing technique that enables marketers to reach their target audience without
relying on intermediaries like retailers, wholesalers, or newspapers.
● uses one-to-one communication to reach potential customers. It delivers marketing messages
in a personal and relevant way, often through emails, phone calls, or text messages. Direct
marketing aims to get the customer to buy, inquire about, or subscribe to a product or service.
● is an effective tool for businesses to reach their target audience promptly and maintain brand
awareness. It also allows companies to gather feedback from the market about the
effectiveness of their products and services
SCENARIOS
Examples:

● Targeted direct mail campaigns:

a. Companies send direct mailers to people who have previously expressed interest in
their product or service. The company ships them either by post or by email, depending
on the recipient's preference.
● Targeted digital advertising:
a. Companies use targeted digital ads to reach specific audiences with targeted messages
about their product or service.
● Email marketing:
a. Companies send emails that contain valuable information or discounts for their
products and services. Algorithms can tailor these emails to reach a specific
demographic or be part of the company's general email campaign.
FORMS OF DIRECT MARKETING
Brochures
Flyers
Coupons
Email Marketing
Advertising:
Telemarketing:
QUESTION:
Do you follow celebrities and other famous personalities in social
media? Are you aware of the product they use? Do they influence
you to check out these products and their benefits? Why or Why
not?
END