By adding value to an offer and hoping to bring forward future sales, sales promotion techniques can be a source of advantage, one that has a short, rather than a long-run, orientation.
The way brands are presented and displayed, including packaging and in-store shelf management,
can influence customer perception, sales volumes and market share. A key aspect of marketing communications, therefore, especially in grocery markets, is field marketing, which includes merchandising.
Enabling consumers to experience brands is often necessary to support sales promotions, as well as to help a brand cut through the clutter of competitive and distracting messages.
Hey guys, this presentation is all about marketing starting with a crisp and clear introduction and this ppt focusses on all important aspects related to marketing whether be it decision making, marketing process, marketig analysis, marketing utilities, marketing management concepts, marketing planning, traditional & modern approaches of marketing, a full coverage of 7 Ps of marketing mix as well as various important marketing strategy techniques along with relevant diagrams & charts & illutrative examples.
How to Utilize MLM Sales Best Practices for Increasing Direct Sales Revenue? Epixel MLM Software
As the competition in business gets tougher and as people get more demanding, building a successful direct selling brand is no longer an easy task. Having the right tools in place from the very beginning of your direct selling business is important. Having and adopting best sales practices can help with strategies to make sure prospects have good marketing materials to promote themselves and their products.
Building a foundation of trust with customers is one of the most important aspects to a successful direct selling business. Customers can interact with a company’s products and services through their website, or on social media, or in person; but regardless of where they engage with the brand, it is essential that customer relationships are established for long-term success. Personalization based on customer behaviour and preferences and engagement programs could help retain customers for an extended period.
As said earlier, customers are the lifeblood of any business. It is very important to offer value and quality service to them. For a direct sales business to grow, it is essential that they should focus on what they need or else you will not be able to build a loyal customer base in the long run. The customers should also be treated with respect by providing them with relevant information about their needs, quick response time and efficient services so that they can feel valued for their purchase.
Many distributors in the direct sales industry are tasked with selling products to consumers. It is imperative that these distributors know how to communicate and market the product, as well as establish a rapport with their potential customers. Investing in training for sales representatives can provide them with skills and knowledge that will enable them to be more successful at selling your products.
Hey guys, this presentation is all about marketing starting with a crisp and clear introduction and this ppt focusses on all important aspects related to marketing whether be it decision making, marketing process, marketig analysis, marketing utilities, marketing management concepts, marketing planning, traditional & modern approaches of marketing, a full coverage of 7 Ps of marketing mix as well as various important marketing strategy techniques along with relevant diagrams & charts & illutrative examples.
How to Utilize MLM Sales Best Practices for Increasing Direct Sales Revenue? Epixel MLM Software
As the competition in business gets tougher and as people get more demanding, building a successful direct selling brand is no longer an easy task. Having the right tools in place from the very beginning of your direct selling business is important. Having and adopting best sales practices can help with strategies to make sure prospects have good marketing materials to promote themselves and their products.
Building a foundation of trust with customers is one of the most important aspects to a successful direct selling business. Customers can interact with a company’s products and services through their website, or on social media, or in person; but regardless of where they engage with the brand, it is essential that customer relationships are established for long-term success. Personalization based on customer behaviour and preferences and engagement programs could help retain customers for an extended period.
As said earlier, customers are the lifeblood of any business. It is very important to offer value and quality service to them. For a direct sales business to grow, it is essential that they should focus on what they need or else you will not be able to build a loyal customer base in the long run. The customers should also be treated with respect by providing them with relevant information about their needs, quick response time and efficient services so that they can feel valued for their purchase.
Many distributors in the direct sales industry are tasked with selling products to consumers. It is imperative that these distributors know how to communicate and market the product, as well as establish a rapport with their potential customers. Investing in training for sales representatives can provide them with skills and knowledge that will enable them to be more successful at selling your products.
Industry 4.0: Technology Insights for Channel Program OptimizationSeth Jacobsen
The concept of Industry 4.0 – also known as the fourth industrial revolution – is mostly rooted in data, analytics, autonomous learning, and the Internet of Things. The impact of smart technology, however, is not limited to the supply chain and manufacturing operations. Opportunities to innovate exist in the sales and distribution channel as well. Of course, the ultimate goal is to reduce costs, increase productivity and market share, and drive revenue growth.
E- Marketing Strategies
A marketing strategy refers to a business' overall game plan for reaching prospective consumers and turning them into customers of the products or services the business provides.
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. Fulfillment of wants of the prospects is one the important goals of marketing activities.
APPLIED MANAGERIAL MARKETING
NEW PRODUCT LAUNCH
STUDENT’S NAME
PROFESSOR’S NAME
25TH NOVEMBER’ 2013
MOBILE MANUFACTURING, Inc.
ABSTRACT
A marketing strategy illuminates the key marketing fundamentals of a business and maps out guidelines, principles and proceedings for the business and its employees. The marketing plan depicts on the extensive perceptions summarized in a firm's business plan. The business strategy illustrates the ways a company will seize a product thought and refurbish that into a commercially viable plan.
REFERENCES
Managing Product Management: Empowering Your Organization to Produce Competitive Products and Brands by Steven Haines (Sep 19, 2011)
The Market Planning Guide: Creating a Plan to Successfully Market Your Business, Products, or Service by David H. Bangs (Jan 1998)
The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses... by Eric Ries (Sep 13, 2011)
Approved Marketing Plans for New Products and Services by Ken K. Wong (Nov 23, 2010)
BRANDING STRATEGY
Branding is one of the major crucial attributes of any business, hefty or miniature, retail or B2B. Mobile Manufacturing Inc. fits in to the service industry; consequently the eminence of the merchandise and service they proffer must be of better-quality in order to achieve cutthroat benefit in the market. Therefore an effective brand stratagem for MM’s new product furnishes a prime periphery in increasingly more insistent markets. It elucidates them what they can foresee from MM’s goods and services, and it discriminates their proffering from their contenders. The brand subterfuge is by means of, what, anywhere, at what time and to whom the organization strategize on consequent and assigning on the brand communications. Wherever MM promotes is constituent of the brand stratagem. The distribution feeds are in addition component of the brand stratagem. And what the company commune visually and vocally are constituent of the brand subterfuge, as well. Unswerving, considered branding escorts to a strapping brand equity, which means the additional value conveyed to the company's products or services that permits to charge more for the brand than what indistinguishable, unbranded products grasp.
NEW PRODUCT LAUNCH GOALS OF MOBILE MANUFACTURING
Prospect goals: Mobile Manufacturing, Inc. has an elongated lead time for selling new products. A suitable goal may perhaps be to delineate how many prospects MM would be fond of to categorize as a consequence of the product launch.
Product consciousness goals: The sales progression generally commences with the market being conscious of the organization and its product. MM’s marketing endeavors can facilitate to put together that awareness. Even though the tactics may perhaps differ, one goal ought to incorporate being competent to determine the consciousness MM has built.
Customer goals: Since it is not the foremost product launch, MM may perhaps have goals to i.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
Retail Marketing and Advertising
Retail Marketing Strategies;
Strategic Positioning;
Retail marketing mix;
Customer relationship management;
Direct marketing;
Micro marketing in retailing, and
Advertising in retailing.
explains step 3 in advertising campaign management which is developing a advertising strategy & how to create a creative brief and an in-depth explanation of the 5 factors that make up the creative brief.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Industry 4.0: Technology Insights for Channel Program OptimizationSeth Jacobsen
The concept of Industry 4.0 – also known as the fourth industrial revolution – is mostly rooted in data, analytics, autonomous learning, and the Internet of Things. The impact of smart technology, however, is not limited to the supply chain and manufacturing operations. Opportunities to innovate exist in the sales and distribution channel as well. Of course, the ultimate goal is to reduce costs, increase productivity and market share, and drive revenue growth.
E- Marketing Strategies
A marketing strategy refers to a business' overall game plan for reaching prospective consumers and turning them into customers of the products or services the business provides.
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. Fulfillment of wants of the prospects is one the important goals of marketing activities.
APPLIED MANAGERIAL MARKETING
NEW PRODUCT LAUNCH
STUDENT’S NAME
PROFESSOR’S NAME
25TH NOVEMBER’ 2013
MOBILE MANUFACTURING, Inc.
ABSTRACT
A marketing strategy illuminates the key marketing fundamentals of a business and maps out guidelines, principles and proceedings for the business and its employees. The marketing plan depicts on the extensive perceptions summarized in a firm's business plan. The business strategy illustrates the ways a company will seize a product thought and refurbish that into a commercially viable plan.
REFERENCES
Managing Product Management: Empowering Your Organization to Produce Competitive Products and Brands by Steven Haines (Sep 19, 2011)
The Market Planning Guide: Creating a Plan to Successfully Market Your Business, Products, or Service by David H. Bangs (Jan 1998)
The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses... by Eric Ries (Sep 13, 2011)
Approved Marketing Plans for New Products and Services by Ken K. Wong (Nov 23, 2010)
BRANDING STRATEGY
Branding is one of the major crucial attributes of any business, hefty or miniature, retail or B2B. Mobile Manufacturing Inc. fits in to the service industry; consequently the eminence of the merchandise and service they proffer must be of better-quality in order to achieve cutthroat benefit in the market. Therefore an effective brand stratagem for MM’s new product furnishes a prime periphery in increasingly more insistent markets. It elucidates them what they can foresee from MM’s goods and services, and it discriminates their proffering from their contenders. The brand subterfuge is by means of, what, anywhere, at what time and to whom the organization strategize on consequent and assigning on the brand communications. Wherever MM promotes is constituent of the brand stratagem. The distribution feeds are in addition component of the brand stratagem. And what the company commune visually and vocally are constituent of the brand subterfuge, as well. Unswerving, considered branding escorts to a strapping brand equity, which means the additional value conveyed to the company's products or services that permits to charge more for the brand than what indistinguishable, unbranded products grasp.
NEW PRODUCT LAUNCH GOALS OF MOBILE MANUFACTURING
Prospect goals: Mobile Manufacturing, Inc. has an elongated lead time for selling new products. A suitable goal may perhaps be to delineate how many prospects MM would be fond of to categorize as a consequence of the product launch.
Product consciousness goals: The sales progression generally commences with the market being conscious of the organization and its product. MM’s marketing endeavors can facilitate to put together that awareness. Even though the tactics may perhaps differ, one goal ought to incorporate being competent to determine the consciousness MM has built.
Customer goals: Since it is not the foremost product launch, MM may perhaps have goals to i.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
Retail Marketing and Advertising
Retail Marketing Strategies;
Strategic Positioning;
Retail marketing mix;
Customer relationship management;
Direct marketing;
Micro marketing in retailing, and
Advertising in retailing.
explains step 3 in advertising campaign management which is developing a advertising strategy & how to create a creative brief and an in-depth explanation of the 5 factors that make up the creative brief.
Similar to Chapter 15 Marketing Communication.pptx (20)
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
2. Team - 5
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Team Leader
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3. Topics
● Introduction
● Understanding the value of sales promotions
● The role of sales promotion
● Sales promotion plans: the objectives
● An overview of how sales promotions work
● Retention programmes
● Sales promotions: methods and techniques
● Field marketing
● Range of FM activities
● Brand experience and events
5. Introduction
By adding value to an offer and hoping to bring forward future sales, sales promotion techniques can be
a source of advantage, one that has a short, rather than a long-run, orientation.
The way brands are presented and displayed, including packaging and in-store shelf management,
can influence customer perception, sales volumes and market share. A key aspect of marketing
communications, therefore, especially in grocery markets, is field marketing, which includes merchandising.
Enabling consumers to experience brands is often necessary to support sales promotions, as well as to
help a brand cut through the clutter of competitive and distracting messages.
6. Understandingthevalueofsales
promotions
● Sales promotions consist of a wide range of
tools and methods. In many cases, price is the
determinant variable and can be used to
distinguish between instruments.
● The acceleration represents the shortened
period of time in which the transaction is
completed relative to the time that would have
elapsed without a promotion.
10. Theroleofsalespromotion
● Role Of Sale Promotion The role of sales promotion has become oriented
towards engagement, rather than selling. This can be achieved through adding
value to a brand as well as still selling product. This is particularly evident in
mature consumer markets where price and promotion work are the few ways of
inducing brand-switching behaviour.
11. Shorttermism
● Managers are increasingly focused on short-term performance and evaluation,
over periods as short as 12 weeks. Many see this as leading to an erosion of the
brand franchise. Businesses need effective communications tools that work
quickly and impact directly upon sales.
12. Managerialaccountability
● Sales promotion activities are more easily justified and understood than those
associated with advertising. Advertising, however, cannot be so easily measured
in either the short or the long term. The impact of this is that managers can
relate promotional expenditure to the bottom line more comfortably with sales
promotion.
13. Brandperformance
● Developments in technology have facilitated tighter buying, delivery, stock
control and tracking of merchandise. This means that brand managers can be
held responsible much more quickly for below-par performance.
14. Brandexpansion
● As brand quality continues to improve, so the number of decisions that a
consumer has to make also increases. Some feel that the cognitive shopper
selects brands that offer increased value. This makes decision-making easier and
improves the level of convenience associated with the shopping experience.
15. Competitionforshelfspace
● Sales promotions have helped manufacturers win valuable shelf space and assist
retailers to attract increased levels of store traffic. The credibility of this
promotional tool is low, as it is obvious to the receiver what the intention is.
However, because of the prominent and pervasive nature of the tool, consumers
and members of the trade largely accept the direct sales approach.
16. Salespromotionplans:theobjectives
● Sales promotion plans: the objectives Sales promotions are thought to influence
the behaviour of individuals in two ways - by stimulating use of a product for
the first time or to encourage use on a routine basis. One objective of sales
promotion activity is to prompt buyers into action, to initiate a series of
behaviours that result in long-run purchase activity.
17. Anoverviewofhowsalespromotionswork
● Sales promotions are designed to change people's behaviour in order to increase sales. The
establishment of new behaviour patterns is the preferred outcome. If sales promotions are to
work over the longer term, that is to bring about repeat purchase behaviour, then they need
to be learned and adopted permanently. Stilley et al. (2010a) suggest that consumers allocate
a portion of their mental budget for planned, anticipated brand or category purchases. They
argue that price promotions can trigger this switch.
● Research also shows that consumers use mental budgeting processes for grocery shopping
trips. Stilley et al. (2010b) suggest that there are benefits for retailers arising from an
understanding of mental budgets. Store layout should incorporate the placement of high-
margin, unplanned items early in the path a customer takes around a store. Other low-margin
unplanned promotional items should be placed later in the store path.
19. Retentionprogrammes
● The growth of loyalty schemes has been encouraged by the widespread use of swipe cards.
Users are rewarded with points each time they make a purchase, and this builds up points
accrual. The benefit for the company supporting the scheme is that it motivates customers to
accrue more points.
20. Retentionprogrammes
Hallberg refers to the impact of emotional loyalty, a non-purchase measurement of attachment to
a brand:
● At the ‘no presence’ level consumers are unaware of a brand and so there is no emotional
loyalty.
● At the ‘presence’ level there is awareness but emotional loyalty is minimal.
● At the ‘relevance and performance’ level consumers begin to feel that the brand is
acceptable in terms of meeting their needs.
● At the ‘advantage’ level consumers should feel that the brand is superior with regard to a
particular attribute.
● At the ‘bonding’ level emotional loyalty is at its highest because consumers feel the brand
has several unique properties. They love the brand.
Loyalty schemes are exponentially effective when consumers reach the bonding stage. Although
sales generally increase the further up the pyramid consumers move, it is only at the ‘bonding’
stage that sales start to reflect the emotional attachment people feel towards the brand.
22. Salespromotions: methodsand techniques
● The range and variety of techniques that are used to add value and induce a sale sooner
rather than later mean that different techniques work in different ways to achieve varying
objectives.
● Here, consideration is given to the range of tasks that need to be accomplished among two
key audiences: resellers and consumers.
● The range of techniques and methods used to add value to offerings is enormous but there
are growing doubts about the effectiveness and profitability associated with some sales
promotions.
● The majority of sales promotions are those used by manufacturers to influence consumers.
● A range of techniques, from sampling and coupons to premiums, contests and sweepstakes,
are all used with varying levels of success, but there has been a distinct shift away from
traditional promotional instruments to the use of interactive media in order to reflect
consumers' preferences and media behavior.
25. Fieldmarketing
● Field marketing is a relatively new sector of the industry, one which seeks to provide support
for the sales force and merchandising personnel together with data collection and research
facilities for clients.
● This reflects an overall shift in marketing communications from one based largely on
developing brand values through an emotional proposition to one that emphasizes changes in
behavior and calls-to-action.
● The Field Marketing Council (FMC) states that the sector is about the use of people to
communicate sales and marketing messages.
● The key to field marketing is the flexibility of services provided to clients.
● The decision about whether to own or to hire a sales force has to be based on a variety of
criteria, such as the degree of control required over not only the salesperson, but also the
message to be transmitted.
● A large number of organizations choose to have their own sales force, but of these many use
the services of a manufacturer's agent to supplement their activities.
26. Rangeof FMactivities
● Field marketing is a response to market needs and is a development
practitioners have pioneered. It consists of tasks pulled from some of the five
main promotional tools, repackaged and presented under a more contemporary
title.
● (For example, door-to-door and sales activities from personal selling,
merchandising from both personal and public relations.)
27.
28. Rangeof FMactivities
● POS is essentially about persuasion. This might be about using sampling to encourage
customers to switch brands. Or it can be concerned with convincing customers that they
should buy the brand they were originally intending to purchase. Many retailers are
experimenting with 3D signage.
● Academics are attracted by the theoretical, problem-solving and statistical issues, whilst
practitioners seek increased efficiency and profitability.
● Field marketing is a cost-effective way of demonstrating a product, getting stand-out and
creating opportunities for customers to trial a product with minimum risk. Common locations
are in shopping centers and supermarkets where footfall is greatest. Field marketing is also
used to sell relatively complex products (e.g. computers, broadband, TV and related products,
or mobile phones).
29. Brandexperienceand events
● Mystery shopping has developed as an important aspect of field marketing. The
intention is to understand how a customer experiences the service or purchase
encounter and then feed the information into training and service improvements.
Many in the industry argue that brand experience occurs through various
interactions with a brand.
● Associated with this experience element is the growing use of events as a form
of marketing communications, as demonstrated through the Lucozade example
at the beginning of this chapter. Events are a part of marketing
communications, including brand experience and product and corporate
branding.
31. Evolvingmusicalexperiences
● In November 2014 Taylor Swift removed her entire library from all streaming platforms with
'freemium' accounts. Argument was that those listening free were undermining the fans opting
to buy her music. Consumers do not own a copy of the music so how does it impact their
music and brand experiences? Thom Yorke's second solo album 'Tomorrow's Modern Boxes'
was initially released exclusively to download through BitTorrent. In the same month, U2
agreed with computing giant Apple to give away their thirteenth studio album for free to
anyone with an iTunes account.
● For a few months, airline KLM gave eight followers a free flight to Amsterdam. A Scottish
brewery might give away a box of beer one day, then £200-worth of shares the next.
32. CREDITS: This presentation template was created by Slidesgo, and
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