MARKETING PROJECT (in groups): To present an innovative product which can find a gap in the market.- Think about the product.- Prepare the ad + catchy slogan.- Prepare the presentation of the product. The presentation should include:- The ad and the slogan.- A short explanation on the initial brainstorming and market research which leadto the final product.- A sample of the press release.- It should state the business socializing acts taken place to let people know aboutthe product, including trade fairs.- Informing about the giveaways thought for customers.- A summary of the preparation of the campaign with the ad agency.- Summary of the marketing plan and ad campapign.
EXAMPLES OF INNOVATIVE PRODUCTSIES SEDETA (15yo) IES FORT PIUSTime-travel agency: (15yo)travel to any time in LunchGum: a history you wish chewing-gum that provides all nutrients of a meal IES ICARIA (16yo) No-Mosquitos: fashion clothing with rechargeable mosquito repellant
MARKETING AND ADVERTISING ACTIVITIES Done in the company Outsourced-Liaising with the sales and purchasing -Analysing the feasibility of the projedepartment. -Drawing up a marketing plan.-Showing visitors around the company. -Creating advertisements.-Speaking to journalists and writing press release -Organising the ad campaign..-Offering giveaways.-Offering free samples and periods of trial.-Socialising.-Presenting at a trade fair-Choosing the ad agency and commissioning the campaign.
Choosing the ad agency and commissioning the campaign. Big comapanies usually organise TENDERS to decide the best ad agency to promote their product. A company winning the TENDER may even need to contract more people to carry out the project.Use the SANDWICH APPROACH when contacting your ad agency: begin and end youremail/letter/conversation with positive feedback (the bread) and put any criticism in the middle (the filling).That way you begin and end on a positive note and it is more likely that the person you are criticizing willstill feel confident and motivated. The following is an example: PHOTOC PAGE 33.Sentences used when discussin an ad campaign with your ad agency:-Typically, our products have appealed to ...-We have a high market share among teenagers.-We want to appeal to a younger/older audience.-Our product is very well known, but we want to raise the profile among teenagers.-It’s important for us to reinforce our brand’s postiive image/to change perceptions of our product/toreinvent our product as healthy and convenient.
You will be working with two kind of ad agencies:- Creative agency:1- Reception of the briefing (all the information from the customer).2- Analysing the situation of the market, the concurrence and the target market of theproduct.3- Brainstorming to find the concept of the ad.4- Development of the concept and preparation of all the versions (TV ad, page on amagazine, online...).5- Presentation of the different versions to the client.6- Dispatch of the material to the media agency.- Media agency:1- Reception of the material2- Analysing the situation of the market, the concurrence and the target market of theproduct.3- Analysing the audience chart and the most suitable media for the ad.4- Analysing the cost of distributing the ad.5- Presentation of the campaign to the client.6- Buying the advertising slots by negotiating consecutive insertions.7- Sending all the material to the media.9- Controling te emission and analyising impact.
Speaking to journalist and writing press release
Offering giveawaysFoutain pens Conference file Ballpoint pen USB stick Mouse mat Golf tees Conference bag Umbrellas
Presenting at a trade fair A good opportunity to meet customers, search for new ones and meet business partners. It’s an excellent opportunity to “meet and greet” and stablishing a relationship-building through small talk and introducing mutual friends.USEFUL PHRASESAttending stand at a trade fair Visitor’s questionsMay I help you? Could you tell me more about your company?Let me introduce myself. I’m.. Do you offer..?Let me give you my card. How can I reach you?Can I ask what comany you’re with? Do you have some info I can take away?Would you like to put your name on our mailing list? Excuse me, are these brochures to take away?Just let me know if you need anything. Photoc. Pàg. 54-55 Listening number 22.
SocialisingMany companies organise social events for their clients and businesspartners. That provides an excellent opportunity for business people to “meetand greet” in an informal setting. These “meetings” focus on relationship-building through small talk and introducing mutual friends. They are a goodchance to speak to the competition and find out more about one’s rivals.Listen to the radio from the BBC on Business socialising.
FINDING THE CUSTOMER: Analysing the feasibility of the project; doing market research; talking to customers.SOURCES OF AVAILABLE DATA:-Sales and purchasing statistics (by studing your sales records, for instance, you see what facts you alreadyhave about the people who buy from you).-Geographical statistics.-Panel surveys (A longitudinal study in which variables are measured on the same units/samples over time.For example, studying the musical taste of a specific sector of the populationwhich ranges from 15 to 20 years old and repeating the same survey amongthe same sector of the population after periodical periods of time). In contrastto panel surveys, we have cross-sectional studies can be used to estimatechange by asking questions about past behaviour.
COLLECTION OF NEW DATA:- Individual interviews-Street interview-Postal survey (by mail)-Email surveys. (They can be done, for instance, to the most loyalcustomers. This is called DIRECT MARKETING).-Telephone surveys: photoc. Page 15.-Feedback forms: forms to know about your company’s performance.Thus you know the level of satisfaction of your clients. They may includequestions such as “please tell us if you plan on doing business with usagain/consult professionalism/consult overall performance/ rate thequality of your meal: excellent, good, sufficient, abismal/please enterany request you may have below…”).-Social events. (This is a good chance to know about what existing andpotential clients need).-Studying the competition. (what are their most successful products?Why?).-Trade journals (by reading them, you learn about new trends).
Drawing up a marketing planAnalysis of competitorsObjectivesSales projections and costsResults from last yearMarketing tacticsTarget marketEconomic climateImplementationPhotoc. Page 26
When organising your marketing plan, take into account what is called the MARKETING MIX, that is to say, the four Ps: - product - price - place (=distribution) - promotion.-Product: why do people want to buy your product?-Price: what factors affect your price?-Place: when and where is your product available to customers? Which kind of stores would Ilike to be sellers of my product?-Promotion: list the ways in which you reach customers. What are your contact points?
PLACE: These are some types of shop which can become sellers of your product. Match the definitions with the name of the shop: Chain stores – convenience stores – franchises – high-street shops - hypermarkets mail-order stores – online stores – outlet storesa. Large no-frills stores located outside the town centre OUTLET STORESb. Stores selling thorough the Internet ............ONLINE STORES......c. Independently-owned shops licensed to trade under the same name .FRANCHISE.....d. Shops located in the centre of town .....HIGH-STREET SHOPS.............e. Shops run by a single company with multiple locations around the country...CHAIN......f. Very large stores that sells groceries, clothes, and many other products..HYPERMARKg. Stores selling through a catalogue posted to customers ..MAIL-ORDER STORES.......h. Small, independently-owned stores selling essential products CONVENIENCE STORE
PRICING MODELS:3.Captive product pricing4.Economy pricing5.Geographical pricing6.Penetration pricing7.Premium pricing8.Price skimmingj.Pricing goods/services as cheaply as possible.k.Charging a high price for an item where you have a competitive advantage (“the quality justifies the cost”).l.Charging a high price for a unique high-quality item.m.Pricing goods at a very low price to encourage people to buy them – often the prices are later raised.n.Pricing according to area where goods are sold. (cheaper in countries with a lower per-capita income).o.Pricing one item very low and its complement very high. (cheap printers and expensive cartridges)
CREATING ADDS-Use convincing adjectives: reliable, easy to use, luxurious, good value for money,trustworthy, innovative, unusual, user friendly...-Emphasize what makes you different from the competition (price, deliveryservices, after-sales service...)-Offer trial periods or money-back guarantees which encourage your customers totry a new product.-Use white space in written ads (don’t make people bored; put yourself on yourclient’s shoes (focus on benefits,etc); build rapport by saying you/your; use productendorsements (=quotes from satisfied clients); call to action!. Remember the AIDA model: Catch the audience’s Attention Make them Interested Create Desire And state the Action the audience should take (e.g.Call now!)
Advertisements should be in some way UNIQUE:-Sad-Surprising-Impressive-Funny-Short-Catchy slogan: A catchy slogan often adopts a figure of speech that makes iteasier to say, alludes to a concept beyond simple description and/or makes it morememorable. Different kinds of figures of speech: rhyme, metaphor, personification,hyperbole, play on words usually to create an ambiguous meaning, alliteration (thesame letter at the beginning of each word), etc. These figures of speech become akind of mind glues for the audience and allow the ad to stay in their mind evenwhen the ad is long gone.Some examples of successful ads:http://www.youtube.com/watch?v=OAlyHUWjNjE&feature=relatedhttp://www.youtube.com/watch?v=i8Qt24kZbXs
Some good slogans for countries/cities:The Anaguilla experience – feeling is believing. (Anguilla = islands in theCaribean).Belize. Mother nature’s best kept secret. (Belize (country in Central America,north of Mexico).California, find yourself here.Croatia. The Mediterranean as it once was.Visit Finland. Breathe.See the world. Visit London.Namibia. Land of contrasts. (southwest of Africa)I love NY.
WELL-KNOWN SLOGANSJust do it. (Nike)I’m lovin´ it! (McDonalds)Think different. (Apple computer)Liberty, equality and fraternity (French revolution)Melts in your mouth. (M&M chocolate candy)The ultimate driving machine (BMV)