Mktg customer-driven promotions


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Mktg customer-driven promotions

  1. 1. CUSTOMER-DRIVEN EVENTS AND PROMOTIONS A SHIFT IN THINKING… CUSTOMERS ARE MORE INVOLVED IN THE PRODUCTS/SERVICES YOU PROVIDE Robin Hovey-Stapp, Senior Marketing Coordinator Amy Leon, Senior Marketing/Events Coordinator Erin Holley, Marketing Coordinator/Events
  2. 2. Why Develop a Promotion/Event? <ul><li>Promotional activities are designed to inform, persuade, or remind the market of what we offer and our products and ultimately to influence consumers' feelings, beliefs, and behavior. </li></ul><ul><li>A successful promotion/event program should include all the communication tools that can deliver a message to a target audience. </li></ul><ul><li>A promotion program should include five components: advertising, sales promotion, public relations, sales force, and direct marketing. </li></ul><ul><li>60% of US Consumers have purchased a brand due to a promotion.* </li></ul><ul><li>80% of online consumers have entered a sweepstakes.** </li></ul><ul><li>82% of consumers will provide personal information in exchange for a chance to win.*** </li></ul>*IMI International **eMarketer ***Jupiter Research: Online Privacy Report
  3. 3. Establish Your Objectives <ul><li>Who you are trying to reach? </li></ul><ul><li>What do you want to accomplish? </li></ul><ul><li>What do you want people to do because of your promotion/event? (i.e. increase participation by 10%, increase sales by 15%, etc.) </li></ul><ul><li>How much time will it take to accomplish your objectives? </li></ul>
  4. 4. Lay the Groundwork <ul><li>Use available resources (i.e. ESRI, Leisure Market Survey, Survey of Army Families, demographic data, FAMS database, sales data from local AAFES/DeCA, RecTrac,, etc.) </li></ul><ul><li>Research and identify popular trends </li></ul><ul><li>Know your customer! </li></ul><ul><li>Conduct local research (i.e. exit surveys and focus groups) </li></ul>Do Research Identify Your Target Market BE CREATIVE!
  5. 5. Develop a Plan and Theme <ul><li>A promotion/event plan outlines the strategy, promotional tools or tactics you plan to use to accomplish your marketing objectives. </li></ul><ul><li>Need to identify the promotional/event tactics. </li></ul><ul><li>Project costs </li></ul><ul><li>How will your promotion/event tactics support your marketing objectives? </li></ul>
  6. 6. Develop Your Messages <ul><li>Less is more – Focus on your call to action </li></ul><ul><ul><li>Target messages that speak to your audience and are consistent </li></ul></ul><ul><li>Pay close attention to the non-verbal aspects of the message </li></ul><ul><ul><li>Images, graphics, fonts should relate to your overall theme, message, and audience for the maximum effect </li></ul></ul>
  7. 7. Choose Your Delivery System <ul><li>Formal delivery system vs informal delivery system </li></ul><ul><li>Customers are spending less time in “traditional media” </li></ul><ul><li>(Radio usage is down 19%, TV viewing is down 33%, and newspaper/magazine readership is </li></ul><ul><li>down 30%) – Arbitron Research: internet and multimedia study </li></ul><ul><li>and more time here… </li></ul>
  8. 8. Customers Are Engaged Online <ul><ul><li>Digital Consumers are shifting from passive shoppers to active brand participants </li></ul></ul><ul><ul><ul><li>200 million US consumers have shopped online – over 875 million worldwide*** </li></ul></ul></ul><ul><ul><ul><li>36 million download music or videos* </li></ul></ul></ul><ul><ul><ul><li>40 million browse the web from their mobile phone** </li></ul></ul></ul><ul><ul><ul><li>50 million have created online content* </li></ul></ul></ul><ul><ul><ul><li>95 million participate in online Contests & Sweepstakes </li></ul></ul></ul><ul><ul><ul><li>110 million participate in Social Networks* </li></ul></ul></ul><ul><ul><ul><ul><li>U.S. Social Network usage* (All Adults - 35%, Adults 18-24 - 75%) </li></ul></ul></ul></ul><ul><ul><ul><li>* Pew Internet and American Life **Nielson Mobile Study ***ComScore ****NY Times E-Commerce Report </li></ul></ul></ul>
  9. 9. Evaluate, Evaluate, Evaluate <ul><li>Measure and evaluate the success of the promotion/event. Conduct customer feedback surveys and after action reports! </li></ul><ul><li>FMWRC Promotion Result Examples: </li></ul><ul><ul><li>2010 Texas Hold’em promotion provided 101 additional nights to sell food and beverage at garrison facilities </li></ul></ul><ul><ul><li>Approximately half of all garrisons that participated in Texas Hold’em stated more than 50% of the participants were new customers </li></ul></ul><ul><ul><li>2010 Operation Rising Star reports indicated an average increase of 18% in daily revenue compared to 2009 results </li></ul></ul><ul><ul><li>Eighty-seven percent of garrisons reported that the Operation Rising Star Program is either valuable or very valuable in its ability to increase morale </li></ul></ul><ul><ul><li>The 2010 webpage increased views by 40,768 over 2009. </li></ul></ul>
  10. 10. Case Study <ul><li>Imagine you’re the head of marketing at a theme park, and you’re charged with announcing a major new attraction. What would you do? </li></ul><ul><li>Cindy Gordon, vice president of new media and marketing partnerships at Universal Orlando Resort, told 7 people about The Wizarding World of Harry Potter. </li></ul><ul><li>… and those 7 people told tens of thousands </li></ul>