As the fastest growing media in Canada it continues to siphon dollars away from traditional media because of the increase usage especially in the key 18 -49 year old demographic.
The rise of the internet has been one of the causes of the decline in print and magazine with the closure of Seattle Post-Intelligencer after 146 years when it published its last edition in March and went all online.
Dove Real Beauty The centre of the conversation on what is beautiful and what is not.
A promotion is an activity meant to provide an incentive to get a consumer to take action.
the company’s sales force
Consumer promotions create demand for the product.
Trade promotions push the product through the channel
For the distributor it is a way of getting move volume at a reduced price
A way to secure more merchandising support to help the product at retail
cooperative advertising allowances
Sales Promotions Dove
Dove’s use of print in the marketing strategy has gone far beyond regular display advertising to promotions including the “Face in the Crowd” and the Dove/ New Woman “Silk Purse” competition.
Working with Red magazine and supported by poster campaign in London, lightweight TV activity and magazine PR, Dove created “Firm Friends” – a competition whose first prize would allow one group of friends to appear in a campaign promoting the Firming range.
A trial pack was mounted on Red’ s cover, with an invitation to participate in the competition. Groups of women registered through a website, with regional and local winners driving local awareness of Dove Firming products.
Gaining public’s acceptance and understanding
Can generate positive attitudes and opinions towards brands and products
Complements well with other communication elements
Involves no fee “free” exposure
Dove For Real Beauty
Generated media’s attention
Talked about on The View, CTV Canada AM, Ellen Degeneres Show
This has generated “free” media exposure
Cannot control whether the media conveys positive or negative images of your brand or product
“ Dove is owned by Unilever, which is also the parent company of Slim-Fast and numerous beauty products.”
Role of public relations for an organization or a company in a crisis situation
Maple Leaf Foods and the Listeria outbreak
Formal apology and used the media to gain exposure
Involves the delivery of a message from a marketing company to specific users
Distributed by direct mail, telemarketing, direct response print media, direct response television and catalogues
Growing and evolving rapidly compared to traditional forms of advertising due to the changing lifestyles of consumers
Focus on specific demographic and psychographic
Women and true beauty
Complements other communication elements
- reinforces ideas or messages in the consumer’s mind
Future of direct marketing
More specific targeting strategies
The Green Movement becoming more eco-friendly
- use of recyclable bags and paper
Increasing popularity of e-communications
Is the two-way flow of communication between buyer and seller, designed to influence a person’s or group’s purchase decision.
Usually face-to-face communication between the sender and receiver.
The delivery of the message is often a personalized message that presents the features, attributes, and benefits of a product or service.
Personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to close the sale.
Where have you recently experienced
Examples of Personal Selling:
A car salesperson
A sales rep for RedBull sells to a group of store distributors.
Main roles of the sales force are:
Event Marketing and Sponsorships
Event marketing involves the planning, organizing, and marketing of an event, whether it is an event for a company or a brand of a company that integrates a variety of communication elements.
Benefits of Event Marketing is the participation where one can be involved by. They are fast paced, offer the chance to communicate directly to customers and have a good sense of immediacy.
Sponsorship involves a company providing money to an event to enjoy specified marketing privileges for being associated with the event.
Jamieson and RBC sponsors Toronto Film Fest parties to enjoy specified marketing privileges for being associated with the event.
American Express sponsors Winterlicious.
As part of its “Campaign for Real Beauty” in 2006, beauty Dove has launched the Dove Self Esteem Fund, a global initiative designed to make a direct difference to the lives of at least one million young people by the end of 2008 by helping them grow up with a stronger sense of self-esteem.
Goal help 5 mil kids to use the tools by 2010. Currently at 3.8 Million