Marketing Communications Integrating Offline and Online with Social Media PART TWO Communications Tools 263 12 Selling, sales management and key account management 265 Introduction 266 Managing the sales force 270 Extending the sales force 273 Advantages and disadvantages 278 Summary 278 References and further reading 279 Further information 279 13 Advertising online and offline 281 Introduction 282 New advertising 283 Managing an advertising campaign 289 Case study 13.1: T-Mobile 300 Case study 13.2: HEA drug education 304 Advantages and disadvantages 308 References and further reading 308 Further information 309 14 Publicity and public relations – online and offline 311 Introduction 312 New and old PR tools 317 Advantages and disadvantages of PR 328 Case study 14.1: Virgin Mobile’s new tariff 334 Case study 14.2: Meet the Stars in a Muzu.TV intimate environment 337 Advantages and disadvantages summary 338 References and further reading 339 Further information 339 15 Sponsorship – online and offline 341 Introduction 342 New and old sponsorship tools 343 Managing a sponsorship programme 345 Advantages and disadvantages of sponsorship 349 Case study 15.1: TSB’s Roy of the Rovers 352 Advantages and disadvantages summary 353 References and further reading 354 Further information 355 16 Sales promotions – online and offline 357 Introduction 358 New sales promotions 361 Managing a sales promotion 364 Case study 16.1: The V&A digital art promotion 370 Case study 16.2: Rap anti-knife campaign 371 Case study 16.3: Muzu.TV film soundtrack promotion 374 Advantages and disadvantages 376 References and further reading 377 Further information 377 18 Exhibitions – online and offline 401 Introduction 402 Managing exhibitions 402 12 reasons for poor performance 410 Case study 18.1: Sedgwick at RIMS Monte Carlo 410 Advantages and disadvantages 412 References and further reading 413 Further information 413 20 Packaging 425 Introduction 426 The designer’s tools 429 The packaging design process 435 Case study 20.1: Brand range development in India 438 Advantages and disadvantages 441 References and further reading 442

1. Marketing
Communications
Harshvardhan
Jasmeen
Jay
Jerry
Jigar
(Part 2)
26-09-2014 1

2. Sales!!
Doesn’t that sound boring , monotonous !!!
Instead
New business development
Account manager
Key account manager
Relationship manager
Marketing executive are often preferred

3. FUNCTIONS OF SELLING

4. SELLING
• The purpose of selling is not just to sell.
• Master salespeople gather intelligence and build
relationships !
• Team selling may become more popular as –
research and development,
production, distribution,
sales,
marketing head
even legal and financial people work with the customer.

5. CONSULTATIVE SELLING
Looking at customers as partners with
whom a company wishes to develop a
long-term, repeat-business relationship
requires a shift in the business paradigm
from ‘selling to them’ to ‘working with
them.

6. KEY ACCOUNT MANAGEMENT (KAM)
• Key account management means managing the
most important customer relationships.
• Requires highly skilled senior salespeople or senior
management.
• Solutions selling and collaborative selling.
• Negotiating skills
• Legal skills (an understanding of legal issues and contracts).

8. STAGES OF KAM

9. MANAGING THE SALES FORCE
Types of salespeople
Recruiting
Training
 Motivating
 Controlling

10. THE 7P APPROACH TO SELLING
SKILLS
-approach identifies areas for skill improvement
1. Prospecting (looking for potential customers);
2. Preparation (objective setting, continual customer
research, etc);
3. Presentation (demonstration, discussion);
4. Possible problems (handling objections);
5. ‘Please give me the order’ (closing the sale or getting the
order);
6. Pen to paper (recording accurately all relevant details);
7. Post-sales service (developing the relationship).

11. RECRUITING
• Determining the right size and structure of the sales force.
• What is the optimum call frequency?
• Who should service the account?
• Recruitment is a continual process that demands skills, cash
and time.
# The New York Sales and Marketing Association (2002)
revealed that 71 per cent of customers buy from a
salesperson simply because they like and trust the
salesperson.

12. TRAINING
• Training is an ongoing affair, not a
one-off activity. It is a continuous
process. Like thinking, it requires
practice
• The three pieces of knowledge that
the professional salesperson must
have are:
1. Product knowledge (marketing mix,
features and benefits, and unique
selling propositions – USPs).
2. Market knowledge (customers and
competitors).
3. Company knowledge (history,
structure, etc).

13. MOTIVATING
• Publishing the monthly sales figures against
targets for each sales rep and circulating the
figures among the sales team.
leading to competition among members, which may inhibit them
from sharing ideas,contacts, leads and even closing techniques.
• Psychic income offers - being valued,
recognized, rewarded and challenged .
• Even a clap on the back, a thank-you !

14. CONTROLLING
Controlling the sales force involves analysing sales:
1. by product
2. by market or region
3. by salesperson
Sales can also be analysed by profitability or the
contribution each order makes towards the overall
profitability of the organization - encouraging the
salesperson to sell higher-margin products or services rather
than succumbing to the temptation of –
1) giving discounts
2) pushing easier
3) low- margin items.

15. TELEMARKETING
- used for appointment setting, lead generation, list building or cleaning, market
research, customer care and even shareholder communications.
MULTI-LEVEL MARKETING
- system of selling goods directly to customers through a network of self-employed
sales people.
manufacturer distributors,
more distributors more distributor .. . . . . .
Each distributor is on a particular level of discounts.
-effectively earning income on their own direct sales to the distributors they have
recruited.

16. SUMMARY
• Sales Force is a key marketing resource that can
determine the success or otherwise of any
organization.
• Sales teams and marketing people need to work
together more closely to share intelligence and leads
in a systematic process.
• Managing the sales resource requires clear
management skills.

18. Advertisingis changing all the time.
morphing into dialogues,
social media,
user-generated content
and a myriad of wonderful new ways of communicating
with customers.
These includes -
1. Contextual advertising,
2. Behavioural advertising,
3. Location-based advertising,
4. User-generated ads,
5. Long-form and short- form ads,
6. Apps, social TV,
7. Postmodern ads

19. NEW ADVERTISING
METHODS
1. Contextual advertising and
behavioural
advertising
2. Location-based advertising
3. User-generated ads
4. Long-form ads
5. Short-form ads
6. Sponsored TV
7. Apps
8. Integrated mobile apps,
9. TV and social TV
10. Postmodern ads

22. MANAGING AN ADVERTISING CAMPAIGN
Full marketing plan,
- an advertising plan
- an integrated social media plan.
Situation –
What are the current sales trend, market share trend and overall market trend?
Are there any regions or segments that buy more than others?
How big are the competition’s sales (per region and per distribution channel)?
What is the profile of the customer and of the non-customers who might be
converted?
Who is the target market now and in the future?
Who are the heavy users?
When do they buy?
Where do they buy?
How is the brand positioned in the minds of various target markets?

23. PRODUCT INTERROGATION
1. Is there anything unique about the pro- duct (a unique selling
proposition – USP)?
2. product characteristics,
3. user characteristics,
4. ways of using,
5. benefits of using,
6. dis- advantages of non-usage,
7. competitor comparisons,
8. product heritage,
9. customer cases,
10. newsworthiness and more.

24. # Social media potential -Some social media tools can be used to
identify hot topics, phrases and even words (eg Google Zeitgeist and Google Trends).
# Trend
identification

26. Publicity and PR
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27. Sanjay Jha - Congress Spokesperson
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28. Introduction
• What is PR?
• Public Relation and Marketing
• Product PR and Corporate PR
• PR is more than communication
• PR Mix
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29. New and Old PR Tools
• Media Relations and Publicity
• News Release
• Online Newsroom
• Press Conference and interviews
• Video News release
• Syndicated Radio Interviews and down
the line interviews
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30. New and Old PR Tools (contd)
• Blogs, Facebook and Twitter
• Photography
• Publicity Stunts
• Viral Marketing
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31. Photography
Admiral Lord Nelson supporting the London bid for
the 2012 Olympics
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32. Publicity Stunt
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33. Advantages and Disadvantages of PR
• Differences of editorial coverage over advertising
1. No media cost
2. Higher Credibility
3. Lack of control
• Uncontrollable publicity – any publicity is good
publicity?
• Controlled integration of publicity
• Crisis Management – avoid legal action
• Control – measuring media relations
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34. Footballer takes on the press
• John Terry was granted a super-injunction to stop
newspapers reporting details of his alleged affairs.
• But when the judge overturned the ruling a week
later, the scorned media went in for the kill.’
- Luckett (2010)
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35. Sponsorship – online and offline
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36. Introduction
• What is sponsorship?
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37. New and Old Sponsorship Tools
Let’s take an example
1. Sponsoring a catch – fan catches 33,000 pizzas
2. Sponsoring bad sex – Hamlet Cigars
• sponsored Literary Review’s
• Annual Bad Sex Grand Booby Prize.
• The award is given to the writer whose novel
contains the worst description of the sex act.
26-09-2014 37

38. Managing a Sponsorship Programme
• Situation – the target audiences
• Objectives
• Sponsorship strategy
• Tactical plans
• Action
• Control – monitor, measure and evaluate
26-09-2014 38

39. Objectives
• Increase awareness
• Build an image
• Improve or maintain relations
• Increase sales and open closed markets
• Increase sales (sampling and direct sales)
• Attract distributors or agents
• Create promotional material
• Circumventing advertising bans
26-09-2014 39

40. Strategy
Tiger Woods and a watch
• Tag Heuer and Tiger Woods
• £1.5 million
• Tiger Woods’s and Tag
Heuer’s brand values:
timing, focus and
commitment.
26-09-2014 40

41. Advantages and Disadvantages
• Advantages
• cost-effective (compared to advertising)
• help to build a brand
• goodwill and affection
• global markets
• (eg the World Cup) or local niches (eg a local art theatre)
• Disadvantages
• Sponsorship cannot close sales; only creates awareness.
• limited message - brand name
• Message cannot be controlled
• Ambush Marketing
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42. Ambush Marketing – e.g. NIKE
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43. Key Points
• Almost anything can be sponsored
• Almost any target audience can be reached through
sponsorship
• Choose sponsorship programme carefully and
separate the initial excitement from the numerical
analysis
• Cost effective – range of different objectives
• Maximize leverage
26-09-2014 43

44. Key Points
• Does not have total control over the message
• Think global, act local
• Budgets should be secured
• Keep employees informed
• Run a small pilot scheme
• Beware of ambush marketing
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45. Promotions
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46. Why we do Promotions
?
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47. Promotion Strategy
Promotional
Strategy
A plan for the optimal use of
the elements of promotion:
 Advertising
 Public Relations
 Sales Promotion
 Personal Selling
Competitive
Advantage
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48. 1. Movement towards Relationship marketing.
2. Recessions- Price conscious customers.
3. Powerful Retailers.
4. High Television Advertising.
S
A
L
E
S
P
R
O
M
O
T
I
O
N
S
FACTORS FOR GROWTH ?
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69. Exhibitions
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70. EXHIBITIONS
• Exhibitions are the only medium that brings the whole
market together – buyers, sellers and competitors.
• All under one roof for a few days.
• Products and services can be seen, demonstrated or
tested, and face-to-face contact can be made with a large
number of relevant decision makers in a short period of
time.
• Exhibitions are a powerful Marketing Communication
Tool, but they require detailed planning whether offline,
online or in virtual worlds.
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71. MANAGING EXHIBITIONS
SITUATIONS OBJECTIVES STRATEGY TACTICS ACTIONS CONTROL
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72. Reasons for POOR PERFORMANCE
INADEQUATE SOP
POOR VISITORS
BAD LOCATION
BUYERS
ARRANGEMENTS
COSTS & BUDGETS 26-09-2014 72

73. ADVANTAGES
WHOLE
MARKET UNDER
ONE ROOF
BUSINESS
GENERATION
DISADVANTAGES
COSTLY AFFAIR
TIME
CONSUMING
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74. KEY POINTS
• HARD WORK
• CONTACT STRATEGY
• NEED VISITORS
• 2M’s
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75. Packaging
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76. Packaging
Importance of packaging .
Functions(Protect ,Convenience,Communicate)
six variables (shape,size, colour, graphics,
materials and smell).
Case Study (Boroline Vs
BoroPlus)
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77. Websites and Social Media
How to satisfy customers ?
1) High quality content; 2) Easy navigation; 3) quick
downloading; and 4) updated info .
1) High quality content
● Scenario planning (Relevance Info)
● Personas; (Capturing User’s Experience)
● Sizzle; (Virtual Tours , Camera Company , Bacardi ,Harley
Davidson Etc)
● Customer engagement
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78. 2) Easy navigation
●Simple (7 is best)
●Consistent (Page layouts,etc)
●Sign Posts
How to convert visitors to customers ?
●Call to Action(Strong Incentive)
●Price Lining
●Simplified process (Easy Form Filling)
●Reduced Customer Anxiety(Provide Contact Details ,
Money Back Guarantee , COD)
●Contact Strategy
●Relevant Landing Pages
●Digital Body Language
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79. Successful Social Media(Social Media Optimization is
new SEO.)
●Create a Presence
●Listen
● Join the Conversation
●Content Strategy
●Measure and Report
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80. The End.
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