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S35 COSLA Santos Kathryn Kate
- 1. M a r k M a n p r e s e n t a t i o n
- 2. MBA Santos, Kathryn Kate O. linkedin.com/in/kathrynkatesantos Marketing Management Section: S35 Ateneo Graduate School of Business
- 3. M a n a g i n g P e r s o n a l R e l a t i o n s D i r e c t a n d P e r s o n a l M a r k e t i n g , a n d P e r s o n a l S e l l i n g
- 4. A World without Marketing Customers are not treated as individuals No brand connection No “thanks for the business” Customers look elsewhere for better service
- 5. DIRECT MARKETING DATABASE MARKETING PERSONAL SELLING AND SALES FORCE
- 6. D I R E C T M A R K E T I N G • relies on direct communication or distribution to individual consumers, rather than through a third party such as mass media
- 7. Life Before Direct Marketing Automation (ex. Email Blasts, Viber Messages) Communicating with prospects and customers regularly over a period of time was completely manual Delivering “Welcome” or transactional emails was virtually impossible
- 8. D I R E C T M A R K E T I N G Benefit : Increase market niches Downside: Irate customers, deception and fraud prone, invasion of privacy
- 9. Effective channel in reaching existing contact numbers Way cheaper than traditional SMS Improve marketing strategy SM Maximizes Viber for Business to Send Promotions
- 10. Understands the needs of its customers Uses social media to reach out to target customers Facebook & Twitter have been effective tools in maintaining positive perception Cebu Pacific’s Trademark of Low Fares & Extensive Networks Generated more Sales
- 11. D A T A B A S E M A R K E T I N G • Also known as CRM, or customer relationship management • Involves the use of business database for marketing by harvesting and analyzing customer data to deliver targeted marketing campaigns
- 12. A Timeline of Database History 1960’s – the use of computers 1990’s – advent of the Internet Today – databases are part of the day- to-day life
- 13. D A T A B A S E M A R K E T I N G Benefit : Can easily identify prospects and aid in deepening customer loyalty Downside: Requires bigger investment, not customer-oriented
- 14. Uses Google Marketing Platform Valuable data is captured once customer visited the hotel or made a reservation online Data is synched in with their CRM Ensures no data loss Shangri-La Hotels Boosts Sales, Efficiency with CRM
- 15. P E R S O N A L S E L L I N G or S A L E S F O R C E • where businesses use people (the "sales force") to sell the product
- 16. Personal Selling
- 17. P E R S O N A L S E L L I N G or S A L E S F O R C E Benefit : Locate prospects and develop them into customers Downside: Requires high salary, commissions, and travel costs
- 18. Explore opportunities, track trends and recommend best sales solutions They are the chief contributors in the development of Unilabs’s business across various channels They implement the sales plans in the field Far-Reaching Sales team of Unilab in executing relevant market communications They implement the sales plans in the field
- 19. Essential Elements to Consider • The importance of content, context and tone • Know your audience • Communicating responsibly is everyone's job Marketing Communication During a Pandemic
- 20. THANK YOU FOR WATCHING! “Think like a wise man but communicate in the language of the people”
Editor's Notes
- I am Kathryn Kate Santos, an MBA student of Ateneo Graduate School of Business. Let’s discuss the Concept Synthesis and Local Application of Managing Personal Relations : Direct and Personal Marketing, and Personal Selling
- Imagine, a world without marketing personalization. A world where, regardless of how many times you interacted with a company, no matter how frequently you set preferences and shared data about yourself, you weren’t treated like an individual. And you were never even remembered. For some companies who don’t care about creating relationships with their customers, this is the reality they deliver to people every day. There’s no brand connection, no “thanks for your business” or incentive to shop again. Customers, in return, look elsewhere for better service. But, of course, this isn’t us. We want to offer our customers a unique, data-driven, individualized brand experience that delivers incredible solutions and simply makes life better.
- And for this video, we will briefly walk you through different marketing communications which are the following: Direct Marketing, Database Marketing, and Personal Selling and do concept synthesis along the way and provide examples and practices of some local companies
- Direct marketing consists of any marketing that relies on direct communication or distribution to individual consumers, rather than through a third party such as mass media. Some examples of direct marketing are Mail, email, social media, and texting campaigns which are among the delivery systems that are commonly used.
- Getting the data was hard. Companies had to rely on some data in person to get the target audience lists and then upload them in small batches. A time-consuming and inefficient process. Marketing automation systems are set up to have the data at your fingertips and to make it easy to select your target audience so that you don’t have to rely on any other team and there’s nothing manual about it. It’s just there. As marketers, our goal is to deliver the right message, at the right time, to the right customer, using the right marketing channel to drive response and action. Marketing automation helps enable this by delivering targeted messages based on behaviors and information that you know about your target audience over time. Easily, in an automated fashion.
- Using direct marketing allows you to target specific groups of customers with tailored messages. By taking the time to research and identify the customers who are most likely to need or want your products and services, you can focus your marketing efforts where they have the highest chance of achieving results. Disadvantages of Direct Marketing Intrusive – Some people find direct marketing annoying and intrusive. If people find your marketing mail annoying, then it can create a negative brand association. Environmental Impact – Some direct marketing techniques are associated with having an environmental impact, mainly direct mail.
- SM uses Viber for Business program of one of the most used mobile application which is Viber. It allows SM and other big companies send promotions and notifications to your customers who are using the Viber app. This important channel of communication will improve your marketing strategy. It is cheaper than traditional SMS and allows companies to do more with the message itself. As the pandemic continues to hit brands hard, leading chat app Viber is playing a vital role in delivering new 'contactless' customer experiences not just in the Philillippines but also for the rest of the world.
- Cebu Pacific's Success can be attributed not juts to its low-price strategy and loyal customers. Why do you think value pricing is not just about lowering prices of its products?-Cebu Pacific was ranked the third largest low cost airline in Asia. Their attribute is not only by lowering the price of the fair but also they viewed the entire marketing mix. Cebu pacific understands the need of their customer and how they value their customer in terms of services that they offer. They provide online reservation which is one of the examples for value for customer for their convenient matter.-They also provide promotions which is very strategic to attract more customers to book their flights on their airline company. They use the technology like social media, twitter and others. When it's come to publicity Cebu pacific is very innovative and creative which they attract customer here in the Philippines or abroad. But the most effective and greatly affects the success of Cebu pacific is their commitment of their staffs to provide the highest quality standard to their customer.-In business is not necessary to provide only a cheapest price but also to provide high quality standard in order to gain not just only customer but a loyal customer which you gain a long term relationship with them since the most important or the factor in order to tell the company is successful by having a high customer satisfaction rate which equal to high income. The Value pricing is not only means that providing a low price product but also with values just like stated above for Cebu pacific their manage to use their strategy mix to gain, attract customers. 2.) Describe how Cebu Pacific utilizes its marketing mix to achieve successful operations. it can be said that Facebook has been an effective tool to use for Cebu Pacific in terms of maintaining a positive perception from their clients even with all the negative posts regarding delayed and cancelled flights. The fact that even with the late replies, the clients still perceive these replies as positive means where through Facebook, these clients feel a personal and direct relationship with the company.
- Database marketing has evolved to become quite pervasive. This is because of the emergence of database technology and continues improvements it undergoes. It is also known as CRM, or customer relationship management. The technique involves the use of business database for marketing by harvesting and analyzing customer data to deliver targeted marketing campaigns
- Human beings began to store information very long ago. In the ancient times, elaborate database systems were developed by government offices, libraries, hospitals, and business organizations, and some of the basic principles of these systems are still being used today. Computerized database started in the 1960s, when the use of computers became a more cost-effective option for private organizations. Mid 1990s The advent of the Internet led to exponential growth of the database industry. Today, databases are everywhere and are used to enhance our day-to-day life. From personal cloud storage to predicting the weather, many of the services we utilize today are possible due to databases.
- Improved Customer Relationships In service and selling situations, database marketing is quite useful in enhancing the quality of relationships with customers. For instance, salespeople monitor purchasing activities and make notes from sales activities and prospecting. This helps in improved customer relationships and add-on sales potential. From the service standpoint, the company employees can better serve individual customers when they have data on the customer’s history The main challenge that restricts a lot of businesses from fully engaging in database marketing is the associated costs. You should note that database marketing needs major infrastructure development. Some businesses purchase all software and hardware required to store, analyze, and collect customer data. The other third-party providers use web portals or software to get customer data. This involves ongoing licensing costs and software purchases.
- Shangrila hotels use method that Target more qualified customers. If a customer visited a Shangri-La website or made a reservation online, Google Marketing Platform captured every bit of valuable data and even synced in with their CRM. This helped ensure that there was no data loss in audience mapping across platforms, allowing seamless search to display to video marketing. The main aim of database marketing is that it allows the companies like Shangri la to utilize business intelligence to make sound decisions about who are the top customers. This is known as marketing segmentation and involves getting accurate, relevant, and targeted messages across.
- Personal selling is where businesses use people (the "sales force") to sell the product after meeting face-to-face with the customer. The sellers promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least trial the product.
- Personal selling provides a detailed explanation or demonstration of the product. This capability is especially desirable for complex or new goods and services. Selling is a process that can be learned. Experts have spelled out the steps of the selling process, shown in (Figure), and professional salespeople use them all the time. These steps are as follows: Prospecting and qualifying: To start the process, the salesperson looks for sales prospects, those companies and people who are most likely to buy the seller’s offerings. Approaching customers: After identifying a prospect, the salesperson explains the reason for wanting an appointment and sets a specific date and time. At the same time, the salesperson tries to build interest in the coming meeting. Presenting and demonstrating the product: The presentation and demonstration can be fully automated, completely unstructured, or somewhere in between. In a fully automated presentation, the salesperson shows a movie or slides or makes a PowerPoint presentation and then answers questions and takes any orders. Handling objections: Almost every sales presentation, structured or unstructured, meets with some objection. Rarely does a customer say, “I’ll buy it,” without asking questions or voicing concerns. Closing the sale: After all the objections have been dealt with, it’s time to close the sale. Even experienced salespeople sometimes find this part of the sales process awkward. Perhaps the easiest way to close a sale is to ask for it: Following up on the sale: The salesperson’s job isn’t over when the sale is made. In fact, the sale is just the start. The salesperson must write up the order properly and turn it in promptly. This part of the job may be easy for many consumer products, but for B2B products or services, it may be more complex.
- The influence of Unilab’s Sales and Marketing team is far-reaching, as they drive the development and execution of relevant market communications strategies and sales promotional programs which ultimately increase customer awareness about Unilab products. Their functions range from analyzing market information and exploring opportunities and potential areas for business growth, to tracking industry trends and recommending the best sales and marketing solutions. This team is in charge of implementing sales and marketing plans in accordance with the organization’s objectives, resources, and strengths. Moreover, they develop programs which enable Unilab to secure competitive advantage in the market. These allow them to be chief contributors in the development of Unilab’s business across varied channel
- During the COVID-19 pandemic, many companies are finding a variety of ways to communicate with their customers. Organizations may use tele-detailing/telemarketing through email, social media or other third-party functions for video conferencing. Communication could be verbal, written and electronic, such as texts, emails, telephone calls, teleconferencing, voicemails and handwritten notes. The importance of content, context and tone Have you ever sent an email that was meant to be funny only to have the recipient misunderstand and respond in an unexpected way? Imagine a customer misinterpreting a message, passing it along broadly and, particularly in today's sensitive environment, have the message misinterpreted and then results in a negative impact on the organization. Spending extra time to read and re-read written messages before they are sent can help avoid miscommunication. Know your audience While crafting both external and internal communications, it is important to consider the audience. Are you targeting the appropriate audience with this message? If the communication is focused on a certain segment of your audience, are you using the appropriate message and providing the right amount of content for this audience? If you are communicating with a health care professional, patient, caregiver, regulatory professional, investor or another employee, is the communication being sent to the correct person? If using email, ensure the communication is being sent to the appropriate person. Did you type in the wrong address? Did your email “autofill” the wrong name? If you have multiple email accounts, confirm it is being sent from the correct account. This is particularly important if you are using a mobile device that may allow you to send emails from both your personal and work email accounts. Communicating responsibly is everyone's job Ensuring corporate communications are sent responsibly applies to anyone and everyone within the company. It does not matter who you are or what your role may be. Companies should not only consider what is being said within commercial and marketing communications, but also consider internal company communications,