BMG350 EXAM 3 Chapter 16 22 Promotion Integrated Marketing Communication Social Media The Role of Promotion in the Marketing Mix Overall Marketing Objectives Marketing Mix Product Place Promotion Price Target Market Promotional Tools Public Relations Sales Promotion Sales Reps personal selling Product Placement Social Media Integrated Marketing Communications IMC Public Relations Sales Promotion Advertising Personal Selling The AIDA Concept Theory that proposes that marketers promotions must move consumers through a series of stages Attention Interest Desire Action General Goals Of Promotion Inform Remind Persuade target audience Factors Affecting Promotion Plan Nature of the product business vs consumer product Push vs pull strategy Target market factors number of consumers of loyal customers where they are located Type of buying decision routine vs complex decision Promotion funds available Stage in the Product life cycle o Pre introduction Light advertising reintroduction publicity INFORM o Introduction Heavy use of advertising and PR to build awareness sales promotion for trial and sales rep for distribution INFORM Overall Marketing ObjectivesMarketing MixProductPlacePromotionPriceTarget MarketPromotional ToolsPublic RelationsSales PromotionSales Reps personal selling Product PlacementSocial Media o Growth o Maturity o Decline Advertising and PR to build brand preference heavy sales reps to gain distribution PERSUADE Ads focus on persuading and reminding sales promotions used heavily to maintain loyalty and keep from switching PERSUADE AND REMIND Often decrease most promotional activity but possible continued use of sales promotions REMIND Social Media Social Networks Facebook linkedin etc Social Media Tools for Marketing Efforts Blogs Microblogs twitter Media Sharing Sites Facebook youtube pintrest etc Review Sites Yelp angies list Virtual Worlds and Online Gaming and Apps Assumption is that you know the terminology already most organizations realize its Social News Sites Location based Social Networking Sites foursquare importance but don t understand the objectives or strategy Social Media Targeting Shows online activities that 60 or more of the age group participates in 2010 Pew Internet Research Data Millennial 18 33 o Email search social network watch videos news purchase IM listen to music travel reservation bank online classifieds gov t websites o Email search social network watch videos news purchase travel reservation bank Gen X 34 45 health info gov t websites Young Boomers 46 55 Older Boomers 56 64 Seniors 65 73 o Email search news purchase travel reservation health info gov t websites o Email search news purchase travel reservation health info gov t websites o Email search news travel reservation health info Social Media Marketing Strategy Four Zones of Social Media o Select Social Media Zones Vehicles Social Relationship Zone Strategies Social Publishing Zone Strategies Social Entertainment Zone Strategies Social Commerce Zone Strategies Common Social Media Marketing Objectives Strategically firms use social media to o Increase Brand Exposure Increase brand awareness via WOM buzz viral status o Improve Customer Communication Brand Sentiment Improve liking of the brand Improve engagement with the brand Improve customer support quality o Increase website traffic o Improve search engine optimization o Increase sales leads sales revenue o Collect market research data listening Social Media Research Top inexpensive tools for listening Technorati Google Blog Search Blog Pulse Twitter Search One Riot Kosmix Scour Social Mention Same Point WhosTalkin Omgli BackType TalkDigger HowSociable Google Alerts Google Trends Trendrr Trendpedia Hashtags 1 Saw 2 Rated 3 Repeated 4 Commented 5 Clicked 6 Interacted 7 Purchased 8 Recommended Common Social Media Metrics Word of Mouth Buzz Viral Popularity o Number of posts tweets retweets o Sharing viewing downloads Measuring the Impact of Social Media Numbered from least impactful most impactful Brand Liking Engagement o Fans followers friends likes ratings recommendations positive comments o Comment volume subscriptions time spent on social pages Online effectiveness o Web traffic clicks conversions Corporate Blog Example Vocalpoint com o Procter Gamble Stealth o Pointers on health beauty cleaning recipes etc targeting women Build relationships and learn from consumers o Requires membership to get additional information o Used to launch promote new P G products Launched Crest Weekly Clean on Vocalpoint com to 300 000 members Followed up with direct mailer which included a free trial coupon plus four 1 off coupons Created substantial word of mouth more trial than traditional launches Twitter Advertising Example Advertising Business Model Using Social Media Celebrities to tweet to followers o Paid Celebrity Endorsements Lexus CT200h youtube videos o Promote a new product o Tweets I had a great time last night with Whitney Cummings Go Lexus Lexus for a solid product Mobile Apps Social Gaming Why Use o Growing adoption of smartphones o Help build the brand Creates buzz Build awareness Higher Click thru rates Strengthen customer engagement How to Use 1 Fit with overall marketing strategy promotional strategy 2 What type of app would provide ongoing customer use and fit with your brand 3 Which operating system Apple vs Android 4 Consider cost vs return Developmental costs marketing costs 5 How to market your app Keep in mind you re competing with millions of other apps Generate WOM for the app Gaming App Example VW launched the 2010 GTI Model solely through its Real Racing GTI App for iPhone No traditional ads Promoted the digital racing game through Facebook Twitter YouTube 2 million downloads in first 2 weeks Edmunds com immediately saw significant increase in searches for GTI App development cost was 500K Adapted an existing game and sponsored it 175 cars sold to registered players About 4 million in Revenue Chapter 17 Advertising and Public Relations Advertising Major types of Advertising Institutional Product o Corporate o Advocacy o Pioneering o Competitive o Comparative Major Types of Product Advertising Effects of Advertising Increase ADIA o Attention yes o Interest yes o Desire yes o Action no Build brand equity o Increase brand awareness o Improve or enhance brand attitude Change consumer decision making criteria Setting Objectives The D A G M A R Approach Defining Ad Goals for Measured Ad Results o Define target audience o
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