The exam body:
First question:-
Komatro is the health-conscious juice company which began a couple of decades ago when Greg Steltenpohl, Gerry Percy and Bonnie Bassett began squeezing fresh oranges on a $200 hand juicer. The company was growing strongly with annual sales rising 30% per year and approaching $90m. The company had established a strong brand with enormous customer loyalty.
On October 30, 1996, everything changed. Health officials in Washington state informed the company that they had discovered a link between several cases of E. coli 0157:H7 (E. coli bacterial poisoning) and Komatro fresh apple juice.
The link was confirmed on November 5. As the crisis played itself out, one child died and more than 60 people in the Western United States and Canada became sick after drinking the juice. Sales plummeted by 90%, Komatro's stock price fell 34%. Customers filed more than 20 personal-injury lawsuits and the company looked as though it could well be destroyed.
You are the Marcom Manager of Komatra Company, will be writing a press release to handle the crisis that your company is facing.
Second question:-
You have been asked to advise a club to which you belong on how to manage its communication program.
Develop for the club its own communication model “IMC campaign” and explain how the campaign can help the club identify its communication problems and develop better communication program and activities.
Third Question:
Question 3:
Sales promotion is one of the integrated marketing communication tools; it is defined as “a direct inducement that offers an extra value or incentive for the product to the sales force, distributers or the ultimate consumer with the primary objective of creating an immediate sale”. With respect to the two presented sales promotion offers below; Offer 1: Dominos “buy one large pizza and get the other free” and Offer 2: Procter & Gamble “buy Ariel and get Downy for free”. Please analyzing the two below offers, and state how these two offers can affect the consumer Decision-Making process for the promoted item.
Fourth Question:
From your understanding of the personal selling process, describe how could you apply the steps of the personal selling process on one of your products in your company, and explain how you implement it from the first step " prospecting" till
Corantor is a hi-tech global company with a traditionally low profile. Until recently, if you asked anyone if he knew the corantor brand name, the like hood was that he would say yes. However, he might not have known what Corantor provides in the way of its total product range, and might have associated the brand name and company with traditional technology.
The "Let's Make Things Better" global brand campaign has raised the corantor profile, and provided it with a more focused and distinctive personality.
From your point of view, what did corantor do to build its strong Brand and be well known by every one?
Not every product is a Brand. And your company has a lot of products to sell. Tell a success story from inside your company about turning, building, re-launching a brand what are the steps that were used towards this brand, or launch a new brand in to the market. And mention from your point of view and with understanding of the branding cycle what is/are the thing(s) that your company were missing that made this brand failing in the market, and what was the problem, and how did your company do to re-brand or re-launch it and made it a successful brand and be able to compete successfully in the market.
The debate about which to brand first the company or its brands, from your point of view supported by examples which comes first and why.
Also, tell us about your company and its Brands.
What did your company do to brand itself and what did it do to brand its products, and what are the positive things and negative things for branding itself first and if branding its products first.
Here's a proposition of an Experiential Concept Store for Chanel. A completely new way of wowing your public, the media and going viral!
Creators: @alexandre_MB_ + @Stephan_Denis + Simon + Laura + Sara
Corantor is a hi-tech global company with a traditionally low profile. Until recently, if you asked anyone if he knew the corantor brand name, the like hood was that he would say yes. However, he might not have known what Corantor provides in the way of its total product range, and might have associated the brand name and company with traditional technology.
The "Let's Make Things Better" global brand campaign has raised the corantor profile, and provided it with a more focused and distinctive personality.
From your point of view, what did corantor do to build its strong Brand and be well known by every one?
Not every product is a Brand. And your company has a lot of products to sell. Tell a success story from inside your company about turning, building, re-launching a brand what are the steps that were used towards this brand, or launch a new brand in to the market. And mention from your point of view and with understanding of the branding cycle what is/are the thing(s) that your company were missing that made this brand failing in the market, and what was the problem, and how did your company do to re-brand or re-launch it and made it a successful brand and be able to compete successfully in the market.
The debate about which to brand first the company or its brands, from your point of view supported by examples which comes first and why.
Also, tell us about your company and its Brands.
What did your company do to brand itself and what did it do to brand its products, and what are the positive things and negative things for branding itself first and if branding its products first.
Here's a proposition of an Experiential Concept Store for Chanel. A completely new way of wowing your public, the media and going viral!
Creators: @alexandre_MB_ + @Stephan_Denis + Simon + Laura + Sara
This ppt provide you the information about the huge Brand Puma. Students and Professionals can use it as a Case Study. To enjoy the ppt ultimately Kindly Download it.
Thanks for you time :-)
School assignment : present a brand then create a new product and the correspondig communication plan.
Academic discipline : Communication schedule
School : INSEEC Paris (France) - 2013
In a team, I created a new corporate social responsibility program for Forever 21. The company doesn't do enough to mitigate the negative environmental effects of fast fashion, and my group wanted to change that. My contributions were the Strategies & Tactics section and the Key Messages section, as well as editing throughout the document.
This ppt provide you the information about the huge Brand Puma. Students and Professionals can use it as a Case Study. To enjoy the ppt ultimately Kindly Download it.
Thanks for you time :-)
School assignment : present a brand then create a new product and the correspondig communication plan.
Academic discipline : Communication schedule
School : INSEEC Paris (France) - 2013
In a team, I created a new corporate social responsibility program for Forever 21. The company doesn't do enough to mitigate the negative environmental effects of fast fashion, and my group wanted to change that. My contributions were the Strategies & Tactics section and the Key Messages section, as well as editing throughout the document.
Sport communications by hemal jhaveri - Defined as all methods used by a sport organization to deliver its key messages proactively to a diverse group of constituencies.
A marketing guide for beginners to promote a sport club both online and locally.
Contains topics such as:
- general introduction
- online visibility on social media
- how to attract more people
- the website
- creating content
- resources
This guide resulted from the project "Volleyball is not rocket science. We are!" funded by the European Commission, through the programme Erasmus+, Sport action.
Purpose: This Social Media Strategy is primarily a resource to sharpen the focus on current Social Media initiatives using customer-centric methodologies that can be seamlessly integrated back into products to achieve core business objectives. Ultimately stepping up the level of engagement by providing actionable insight into emerging trends in the customer experience. Proposing guidelines that can be used by Stakeholders (on all levels) when collaborating with Marketing to measure success and get the envisioned results from Social Media endeavors. This strategy is not intended as a proposal for a Community but as response to customer needs to give the enterprise a common approach in order to reach customers in a “Right Here, Right Now” society. Therefore recognizing the benefits of a convergence strategy that leverages people’s passion for our products and the ability to collaborate in the social spaces where people live online.
A succesful Crowdfunding campaign in 9 stepsVibeke Helder
Want to start your crowdfunding/ crowdinvesting campaign? But don't know where to start? Follow the 9 steps in this guide to get funding for your project or business.
PREPARE
1. Finalize investor proposition & rewards
2. Create a pitch story
3. Visualize your story
4. Find your investors
5. Choose your channels
6. Get your campaign team & plan your campaign
LAUNCH
7. Update on progress
8. Learn and adjust
FOLLOW-UP
9. Deliver what you promise
Digital Marketing Nanoedegree - Building a Marketing Strategy Imad Mawlawi
Summarized the different marketing campaigns executed and reflected on the results. Evaluated the ROI of the campaigns, compared the results across platforms, then formulated recommendations for future marketing action and budget allocation.
Presented at the Fall 2010 National Restaurant Association Marketing Execuitives Group Conference. How can you increase the return on your social media investment?
Retail banks need to extend their customer service to every important channel, including social media. This paper describes a model through which banks can plan their social care strategy from concept to launch and elevate their customer engagement to new levels.
Shortlisted submission for 2016 CEB Internal Communications Awards in the Innovations in Digital, Social and Mobile category. Winner to be announced November, 2016.
myCreative digital marketing services support companies to increase traffic to your website and turn that traffic into leads and conversions.
We do this by consistently creating quality content that meets your target audience's needs, distributing that content on social media where we find and build new relationships with your target market (building a community around your industry) and encouraging sign ups to future content through a monthly email newsletter.
At the higher stage or level we create compelling evergreen campaigns that use all three channels to increase conversions.
How to Build and Develop Successfully your Online Brand Community? Why your Customers and Prospects join Online Groups? What is the Cost of developing an Online Community? If you look for answers, just read this presentation. I will be glad to read your comments!
Thierry Cellerin, CEO of BuzzFactory.
Customer Service department policy and procedures for insurance patients سياس...Dr. Haitham Ibrahim
Policy and procedures that applied in the customer service department in Rama Medical Group and it's Dental Centers
السياسات و الاجراءات المطبقة في قسم خدمة العملاء بمجموعة راما الطبية و مراكز الاسنان التابعة لها
اختبار تحليل الشخصية بطريقة مبسطة جدا و تظهر النتائج كما هي موضحة بالعرض ، يساعد ذلك الانسان على التعرف على مميزاته و عيوبه الشخصية ليتحكم في ذاته و علاقاته
لابد من عمل الاختبار لمعرفة نوع شخصيتك ، لو مهتم برجاء راسلني و سأرسل لك الاختبار و اعينك على فهم شخصيتك ببساطة و بدون مقابل
Brand experience has attracted a lot of attention in the Marketing practice. With consumers seeking not only functional benefits of a brand but also emotional experiences, brand experience theory attempts to provide answers on how brand experience can be measured and how it effects consumer behavior.
Every point of contact that an audience interacts with the brand is an opportunity to make a positive impression and influence attitudes. These interactions directly impact the decision to purchase or recommend your brand.
The purpose of this study is to evaluate the relationships among brand experience with Product attributes, outlet environment and employee interaction with the customer. Understanding these relationships is helpful to managers in their assessment of the level of appeal that will influence target consumers’ perception of brand personality, as well as their brand experience.
Q1-Give examples of how value is added to warburtons products
Q2-Explain how one firm can contribute to the primary, secondary and tertiary sectors within the same supply chain?
Q3- Analyze how a manufacturing can ensure suitability in its supply chain?
Q4- Discuss weather managing the supply chain responsibly improve customer satisfaction?
Academic Research, part of MBA study in AAST. Consumer behavior subject.
The findings show that the selected sample of people are all social media users but the level of addicting the social media is differs from person to other. Furthermore, it shows that there is a significant positive relationship between social media addiction and different life dimensions destructions in the Egyptian society, in all manners such as the personal relations, work productivity, health and lifestyle. Accessibility and time spent on social media affects the degree of addiction and so the destruction as well.
Nokia case study- What is wrong in the US market for mobile phones- can Nokia...Dr. Haitham Ibrahim
Question #1: Describe the distribution channels of mobile phones from Nokia to its end consumers in the United States.
Question #2: What are the reasons for the global leadership of Nokia in mobile phones?
Question #3: Why is Nokia the market leader in mobile phones on the world basis, but not in the US market?
Question# 4: What can Nokia do to recapture the number 1 position in the US market?
international marketing assignment about Marks and Spenser entering China Market and their marketing mistakes, and recommendations about the right way of positioning, branding and marketing strategies and tactics
It was an assignment for Marketing Management Course ( MBA) :
Content
o Literature Review
- Magazine industry overview
- Highest Magazine distribution Globllay
- About Yalla Saha Magazine
o Company mission
o Company vision
o Market Size
o Environmental Analysis
- Macro-Environmental Analysis
- Micro-Environmental Analysis
o SWOT
- Strengths
- Weaknesses
- Opportunities
- Threats
o Marketing Objectives(7PS OF Media)
- Product Elements:
- Place and time:
- Price:
- Promotion and education:
- Process
- People
- Productivity and quality
o Positioning Strategy
- Value proposition
- More for more
- More for the same
- The same for Less
o Positioning Map
o Positioning Statement
o Positioning Analysis
- Market Analysis
- Internal Analysis
- Competitor Analysis
o Key Advertising Personnel
- Creative Director
o Creative Writers
- Account Executive
- Account Planner
- Traffic Manager
o Media Buyers
o Media Planners
o Advertising Campaign Management
- Advertising Research
- Advertising Objective
- Advertising Budget
- Selecting Media outlet
- Creative Brief
Brand Story Telling keys to be used when you think about your brand story as a type of content
مسألتش نفسك كده ، هو أنا ليه عارف قصة حياة ستيف جوبز و عاش امتى و مات ازاي و ليه سمى شركته “أبل” و مين اللي مشاركينه.. و امتى فصلوه من الشركة و امتى رجعوه.
مش بس ستيف جوبز، لا ده كمان زوكلربرج بتاع “فيسبوك” و انه لسة كان بيحتفل بعيد ميلاده و الشعب المصري سف عليه كل عادة .. احنا ليه بنعرف المعلومات دي .. احنا مجرد عملاء عندهم ليه تشيلني همك و تحكيلي قصتك و مشاكلك؟!
عني كل شركة بتحكيلك قصتها عشان ترسم في دماغك شخصية معينة للشركة دي او المنتج ده ، زي ما كنا بنرتبط زهنيا ببطل القصة هترتبط زهنيا بالشخصية الخيالية بتاعت البراند ده بمجرد اني احكيلك قصته.
نفهم من كده ان ال Brand story او اللي ساعات بيسموه story branding :
– مش مجرد سرد معلومات او محتوى بيتحط في موقع ولا بروشور او بتصوره في فيديو، لا ده صورة لازم ترتبط بذهن الناس سواء العملاء او المستثمرين او اين كان الشخص المستهدف ، و تكون الصورة دي متكاملة فيها حقائق و فيها احداث و فيها روابط عاطفية تربط الناس بيها ” كان يا مكان يا سعد و يا اكرام كان في براند “
– انت في الاخر بتتكلم مع بشر يعني بيحسوا و بيحبوا و بيكرهوا فلازم القصة تبقى محبوكة صح وكأن حد اللي بيحكيها عنك.
– الBrand story ده وسيله قوية جدا لربط العملاء بيك و بتكون صورة ذهنيه عن شركتك او منتجك بصرف النظر عن حجم الشركة ومكانها.
طيب ازاي اكتب قصة عن البراند بتاعي، قبل ماتعرف طريقة كتابة القصة ، لازم تتعرف الاول على مفاتيح البراند عشان تقدر تستخدمها في تكوين القصة. انا جمعتلكم المفاتيح كلها في البرزنتيشن دي:
Types of competition ماذا تعرف عن مفهوم المنافسة في السوق وأنواعها الأربعةDr. Haitham Ibrahim
الماركيتيير الشاطر مش بس بيهتهم بالعملاء بتوعه، ده كمان بيتابع المنافسين بتوعه كويس أوي. وعشان تقدر تستفيد أكتر، لازم تبقى عارف انواع العملاء عشان تتعامل مع كل نوع بالطريقة المناسبة. وأكبر اسباب الخلل في فهم و دراسة العملاء هو تضييق المجال و تقليل انواع المنافسين
في اتنين خبراء في الادارة و التسويق إسمهم:ـ
(Donald Lehmann and Russell Winner)
عملوا نموذج كده لتقسيم انواع العملاء بطريقة سهلة بتساعد الماركتير في شغله و بتحسن جدا من نتايج دراسة العملاء، و النموذج ده اللي هنتكلم عليه في المقال ده إسمه نموذج ليمان و وينار بيدرس تقسيم أنواع المنافسة إلى 4 مراحل: المنافسة في صنف المنتج ، المنافسة في نوع المنتج ، المنافسة العامة في نفس السوق ، المنافسة في المصروف المخصص
ده كلام كبير أول محتاج شوية تفاصيل عشان نستفيد منه:ـ
المنافسة في صنف المنتج Product Form Competition
النوع ده طبعا بيكون واضح لأي ماركتير لانه بيتكلم على المنافسين اللي عندهم منتج فيه نفس المواصفات و القيمة اللي بتتقدم لنفس شريحة العملاء المستهدفين. و دول بنشبههم بالمتسابقين في سباق الخيول، نفس قوة الخيل و نفس حلبة السباق و اللي بيكسب هو اللي بيعرف يستغل مميزات الخيل بتاعه كويس و بيعرف يظهرها في الوقت المناسب بدون استعراض زائف
دراسة المنافسين اللي من النوع ده بيخليك تعرف ايه المميزات اللي عندك اللي تقدر تغلب بيها منافسيك و تقدر تعرف ايه افضل طرق التسويق المناسبة للشريحة المستهدفة من العملاء
المنافسة في نوع المنتج Product Category Competition
النوع ده بيكون أعم شوية من اللي فات و دي بتشمل مقدمي المنتجات المشابهة لمنتجك (وليس المماثلة) و اللي بتأدي وظيفة مشابهة برضوا للمنتج بتاعك بصرف النظر بقا عن الشريحة المستهدفة لكل واحد فيكم، زي مثلا دواء بتاع حساسية الجلد : منتج في صورة برشام بينافس منتج في صورة دهان للجلد ، رغم ان كل واحد فيهم ليه شريحة لكنهم في الاخر منافسين لبعض
وده احد الحاجات اللي بتفرق بين الماركتير الصاحي و الماركتير التقليدي، لانك هتقدر تزود عدد الشرايح المستهدفة بمنافسة عدد اكبر من المنافسين المشابهين لنوع المنتج بتاعك
المنافسة العامة في نفس السوق Generic Competition
النوع ده طبعا بيكون مرحلة عامة اكثر من اللي قبله لانه بيشمل جميع المنتجات اللي بتشارك منتجك في رضاء العميل في احتياج معين عنده ، يعني بتحقق هدف واحد حتى لو مكنوش من نفس النوع ، زي مثلا واحد نفسه ياكل شيبسي على سبيل التسلية بعدين راح للسوبر ماركت لقى ان في كيس مكسرات شكله حلو فراح مجربه
فالماركتير الصاحي لما يبقى فاهم كده هيبقى عايز يوصل انه افضل حلول التسلية عند العملاء عشان تنسى اي نوع تاني او منتج تاني العميل ممكن يفكر فيه
المنافسة على المصروف المخصص Budget Competition
ودي أخر مرحلة و الأكثر عمومية، لانها مش بس بتشمل الحاجات المشتركة في رضاء احتياج معين عند العميل ، لأ ده بيتكلم على الاحتياجات المختلفة اللي بتحقق نفس الشعور العام للعميل
ممكن تتخيلها بطريقة تانية: لو في واحد شايل فلوس عشان يشتري بيها موبايل ، فهو بيخصص مصروف معين بيحوشه عشان يشتري الموبيل ده، بس في الاخر ممكن تلاقيه اشترى بلاي ستايشن لانه حس ان المميزات اللي هياخدها اكتر و هيقدر يمشي نفسه بموبايله القديم. لكن لو واحد عايز يشتري غسالة لمراته مستحيل يبدلها بقميص و بنطلون .. بصرف النظر عن انه هيتخلع من مراته بس المنتجين دول غير متنافسين
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
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/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
2. Answer of Question one:
KOMATRO LTD Co.
Contact: Haitham M Ibrahim 13, Fox Street
CEO- Komatro LTD Co. Washington, USA
Phone:+1-564-236-777
Fax:+1-02-584-319-9
E-mail: HaithamIbrahim@Komatro.com
Press Release
Komatro LTD Co. Terminates the E-coli Outbreak
Prompt action taken by the Co. as a response to the outbreak claim
Health officials in Washington state informed Komatro LTD Co. that they had
discovered a link between several cases of E. coli 0157:H7 (E. coli bacterial
poisoning) and Komatro fresh apple juice.
From the moment Komatro received the alarm (and even though no solid proof was
provided, at the time, regarding the accuracy and relevance of this claim), they have
acted immediately and taken every action possible to retrieve the cause of this
outbreak and ensure future prevention. “Our number-one concern is the safety and
well-being of people who drink our juices’ Said By Mr. Haitham M Ibrahim CEO-
Komatro LTD Co.
To this end, Komatro have ordered a complete recall of all their products containing
apple juice. This recall covered each and every of our retail outlets. The recall was
thoroughly completed within a few hours thanks to multiple and efficient task teams
that were formed and mobilized immediately after the onset of the alarming
notification. The recall cost was around 10 millions which the company endured as
per Mr Ibrahim announced lately.
Mr Ibrahim Said “We have immediately created an interactive website
(www.Komatro.com/carecenter ) for all of our valued customers to report any
problem that they have had with our products. And a hot number (900-245-1566) to
claim any incident. The company would like to express sympathy and regret for all
those affected and promising to pay all medical costs that pertain to the E. coli
outbreak immediately ’
3. Answer of Question two:
An IMC plan should not be complex to develop, understand and apply by it executes;
nor incomprehensible to its recipients. Being realistic about the club's marketing
objectives is a key element of success for the IMC plan as some marketing tactics and
communication channels are costly to implement and may not have t the desired
effect. Several techniques are employable to develop an IMC plan. An always useful
step is to raise the subject with members at the club meeting. Points on the agenda
should include what sets the club apart from other clubs, what it offers that other clubs
don't, and what the benefits of joining the club are.
The IMC plan should ideally include these messages and subsequent marketing
activities. These are the “attractors” that appeal to new members and make people feel
good about joining. It is also always useful to examine IMC campaigns of other clubs.
This may help in developing and creating content for the IMC plan. It is not
uncommon for clubs to make the mistake of pouring a lot money and dedicating a lot
of time to “catch” new members while forgetting current ones. It might improve less
expensive and more influential if the club would develop its IMC plan content to
highlight the improvements to basic services, attitudes of staff towards members, and
the standard of facilities.
The content for an IMC plan should be ideally developed under the following points:
• Objectives: communicating only measurable and achievable goals that are
comprehensible to the public e.g. establishing new tennis courts.
• Situation analysis: This point is mainly concerned with communicating the
club’s current situation (socio-culturally and financially). It is always helpful
to carry out a SWOT analysis to identify the club’s strengths, weaknesses,
opportunities, and threats.
• Strategies: These include tools and activities to address the club's current and
potential members. The key is to develop these tools and activities to target
specific market segments. The main issue is to design, direct and communicate
services at specific individuals or groups of members. Questions to be asked at
this point include: what do members like, what do they read, where they go,
how to attract their attention.
• Budget: The communicated IMC plan content should be developed within a
realistic marketing budget that corresponds to the club's current capabilities.
Low-cost or no-cost strategies are a safe option to begin with.
• Evaluation: The club should eventually and systematically evaluate the impact
of IMC plan content and whether it has met the objectives. The marketing
team should periodically collect copies of press clippings, media coverage and
any feedback the club receives - positive or negative.
Promotional Techniques:
4. There is a variety of applicable techniques that the club can use to market and
promote itself:
1) A common practice is to use the club name, logo, letterheads and signage on
promotional materials. Club name, logo and signage should be also widely
communicated on promotional events, presentations, competitions and
membership registration days.
2) Following the same logic is developing websites that are simple and effective
in communicating with members, sponsors, supporters and the
local community. A positive step is to include club members who have the
skills to design and write the club’s website. Basic websites should cover the
services and facilities offered by the club, a calendar of events and meetings,
membership information and definitely the club’s contact details. The website
should be ideally linked to related sites and search engines. A starting point is
to ask schools, universities and recreation centers to include a link to the
club’s website on theirs Members’ discussion forums are encouraged to be
included on the website. The website’s content should be updated continually
with new information.
3) On the same E-communication track, emails facilitate the communication
between clubs and members. The club should however carefully consider the
content and control the quantity of email messages sent out to members. It is
commonly less provocative to members (whether current or potential) to
receive a single email with a number of key points rather than multiple emails
each with a single
message. Attention should be paid when sending out mass emails to enter all
the recipients’ email addresses in the "bcc" slot and not the "to" the "cc" slot.
This helps prevent against future complaints from privacy infringements and
spam mails.
4) Newsletters are a vital tool in promoting clubs as they provide information to
members about events, activities, and news. Again, a positive step is to include
club members with the skills to design and write the newsletter. Easy,
personalized and direct channels should be incorporated in communicating the
newsletter. It is less expensive to send newsletters to members by email rather
than printing them. The newsletter should be also downloadable (or at least
browse-able) from the website too. Newsletters are the most common and
direct way of communicating with members, especially if it is via email.
Newsletters should be clear and easy to read. Good newsletter needs to get all
relevant information to the right people in a timely and accessible fashion.
5) Another effective tool is to design and communicate (distribute) flyers and
brochures that contain the club's services and contact information. Mail boxes
and notice boards (in community centers, recreation centers, schools and
companies) are common delivery platform for flyers and brochures.
6) Distributing promotional T-shirts, caps, socks and uniforms freely can
improve club’s image and at the same time promote events and activities at the
club. Selling such items can also raise funds while also promoting the club.
5. 7) Paid Advertisement ensures a wide coverage through different forms of
media e.g. Newspapers, radio, and television. The club management should
carefully revise the content communicated in the advertisement. However
advertisement media is commonly costly and thus it is always advisable to
consider cheap and effective forms of promotion first. Nonetheless, if media
advertisement is the chosen path, several considerations have to be carefully
examined first. The following paragraphs shed more light on the subject.
8) Making a monthly magazine with the name of the club to promote for it’s
news, services, offers, ..etc
9) Produce monthly video interview with a celebrity and a social media
influencer about one of the main topics included in the magazine
10) Produce weekly video interview with one of the professionals in one of the
fields included in the magazine
11) Produce monthly comic public interviews videos to raise the interaction with
public
12) Sharing the video contents in the social media platforms (Facebook, Twitter,
Instagram, Pinterest, Youtube).
13) Building community in the social media platforms (Facebook, Twitter,
Instagram, Pinterest, Youtube).
14) Audience interacting with trainers on social media; creating “hashtag” for
weekly live discussion with fitness trainers on Facebook and other channels
15) Audience and public figures interactive webinars on monthly bases to raise the
interaction in our social media channels and website
16) Some topics needs more illustration (like first aid steps, fitness, DIY) will be
videotaped and uploaded on Youtube, only the title and a little teasing
introduction will be mentioned in the magazine accompanied with QR code.
Watch and get your Prize!! With a little contest by the end of the video
answers will be sent on magazine email a reply with prizes coupon for the
winners (healthy drinks, healthy meals, healthy trips)
17) As a CSR activity; branded food box (Healthy Clean Food) distributed in
different neighborhoods for people and restaurants to put food leftovers
18) Raising Alex Trainers' community, to meet the fitness, bodybuilding and
sports trainers
19) Website will offer free articles, interviews with celebrities and professionals,
interactive platform and free review for the issued magazines.
20) Competitions;
6. • Contest between friends followed up by the magazine news and
updates posted on social media
• To attend the club’s semi-annual event, collecting printed 3
consecutive editions of the magazine and participating to events
contests
Using media to promote the club
In order to raise the club's public profile, it is always useful to develop a good
relationship with local media. This will definitely facilitate any future contact and
simplify the usually tiresome advertising endeavors. The media is normally inclined
towards Publishing or broadcasting content that appeals to and attracts their
audiences.
Accordingly, promoting the club through media should be accompanied by the trial to
understand what the media is interested in covering and how such information can be
provided. This is finally translated by the IMC campaign into finding creative ways to
make information more interesting and attractive to attention.
Newspaper and radio are common communication channels for promoting clubs and
their activities. Local newspapers are usually interested in covering club events but
sometimes don’t have the staff to cover the story. In this case, the marketing team can
issue media releases as these are standard way to provide information to the media.
Basic consideration in composing a press release is to write simply, state the facts,
explain the concept and, show how it is useful. Clubs also commonly establish good
contact with popular radio stations to let them know about the club, what the club is
doing, and the types of events coming up.
Ensuring effective Communication to and from the club:
In parallel to implementing the IMC plan, the club should ideally ensure an effective
two-way communication channel with its members. The main issue here is that each
club is unique and accordingly should strive to establish its own efficient ways of
communicating with members. The communication responsibility is optimally open
sharing by everyone in the club. The final goal is to maintain the communication
fluent and running. A number of disciplines can ensure the smooth running of
communication:
Maintaining correspondence:
Formal and informal correspondence (feedbacks, information, etc.) are commonly
delivered via mailboxes and email inboxes in a club. A correspondence official should
be assigned to go through the correspondence and distribute it to designated parties in
an efficient way. Clubs also receive regular newsletters and bulletins from related and
kindred entities (for example national sports organizations). Again, an official
appointed by the club should ensure that management and members are aware of
relevant information (news, events, deadlines, etc).
Maintaining records and databases:
The communication flow out and in a club should be ideally maintained in a
comprehensive database. For ease of retrieving information the database should be
organized to facilitate communication with for specific targeted groups. Such
groups include for example management (top, middle and line), social members,
seniors, veterans, sponsors and VIPs. The database should be ideally compatible with
the email system employed in the club to allow targeted emails
7. Diversifying the types of communication channels incorporated:
Employing formal marketing communication channels
Formal marketing enhances the club's profile and membership count. The club’s
contact info should be listed in the telephone directory while membership
registrations are advertised for instance in newspapers. Accompanying measures
extend from offering discounts on family memberships to redecorating the club
facilities. The list of formal marketing activities should be ideally organized in the
Integrated Marked Communication (IMC) plan of the club.
Employing informal marketing communication channels
Relevant techniques include encouraging marketing activities that club management
and members can do informally on a daily basis. Examples include offering help and
information to potential members over the phone as well as encouraging potential
members (friends of current members) to join up. Both formal and informal marketing
channels depend on club members talking positively about the club. So it is vital for
the club to make every experience and contact with the club a positive and rewarding
one
Answer of Question three:
The promotional discipline applied in the two offerings under investigation is “Bundle
pricing”. In a bundle pricing, a company sells a package or set of goods or services for
a cumulative lower price than if each item is bought separately. Pursuing a bundle
pricing strategy allows accompany to augment and promote its sales by giving
consumers a discount. However, several factors intervene to control the degree of
success of a bundle pricing strategy while shaping the impact on the consumer
decision making process. In comparing the two case offerings “Ariel & Downy” and
“Domino’s pizza”, certain differences in the bundle pricing strategy applied for each
are clearly identifiable.
The effect of demand:
In the case of Domino’s Pizza, knowing whether consumers want the pizza or other
products (for example pasta) most, helps in determining the bundle that is most likely
to sell and accordingly result in the biggest orders. If the consumers’ demand is
relatively high on pizza, offering pasta at a lower price might convince consumers to
add it to their order. The opposite is true if the demand is higher on the pasta.
The fact that Domino’s pizza offering is “buy 1pizza get 1 for free” suggests that
neither pizzas nor other products are experiencing high demands at the time the
promotion is made. The company is focusing its marketing efforts in a “concentric
growth “mode through promoting and attempting to increase the sales of its main
product i.e. pizzas. This is different in the case of “Ariel & Downy” because the
offering is based on promoting in a “horizontal diversification” mode where a highly
demanded product “Ariel: a prize selling washing detergent” is being bundle priced
8. with a related company product “Downy: a fabric softener”. The main motive behind
this pairing is most likely to promote “Downy”: increase consumers’ awareness about
this particular product and consecutively motivate purchases. Domino’s Pizza shall
need special techniques to be able to bundle price its “horizontally diversified”
products.
In the real world, a company can’t continually change prices, but online, it can be
done very quickly and efficiently. On its online website, Domino’s Pizza can track
what products the consumers searched for first when they entered the website (most
likely to be pizzas). At checkout, the company can offer a reduced price for other
kindred products (e.g. the pasta or any other add-on) .The chances of bundle
purchases can increase significantly in this scenario
Answer of Question Four:
The answer to this question is verbalized in correspondence to the personal selling
process steps. The definition and related activities of each step are first explained. The
steps are then applied to the services provided by Reaya Holding Co. that I’m a
business development manager in it, Reaya is a healthcare management Co. we need
personal selling specially in promoting the hospital services to:
o Doctors who want to refer cases or do operations inside the hospitals
o Insurance companies who want to do contracts to refer their customers
o Corporates who want to refer patients directly from their in-house clinic to the
hospitals
Personal Selling 7 steps:
1) Prospecting:
The prospecting step deals with the segmentation (logic categorization) of
potential buyers on the basis of the need for the product/service and possessing
the financial ability to buy it. Potential customers may be spotted and located
through observation, enquiry and analysis of records of existing customers. On
the same track, social contacts, business associations and dealers can be
helpful in the segmentation and eventual targeting of potential buyers.
Related activities in Reaya:
9. Gathering historical data of the clients (Doctors, Patients, Corporates,
insurance companies, etc) developing enquiries lists and purchase-tendency
questionnaires then contacting business associations and data banks for legal
purchase of data.
Objections
By the sales staff: prolonged times of data search and analysis (Big Data
Analytics). By the segmented potential buyers: privacy infringements
Planned response:
Use specialized computer software for better categorization and filtering of
data, outsource certain activities of the data hunting process and ensure legal
ways of data collection. Also the focus groups especially with the Drs as B2B
customer will give premium data.
2) Approaching:
Prior to contacting the prospective customers, the sales team should be fully
aware of their contact details, needs, habits, spending capacity, motives, etc.
This knowledge is essential in selecting the adequate sales appeal. With such
knowledge, the customer is approached in a polite and dignified way.
A salesperson’s approach is of critical importance as the first impression is the
last impression. The salesperson should ideally start his approach by
introducing himself and his product to the customer. A friendly smile always
makes customer feel at home. When the salesperson is occupied with some
other customer, he/she must assure the new customer that he would be
attended to at the soonest occasion.
Related activities in Reaya:
• Training sessions for salespersons on medical services and hospital
departments.
• Training sessions for salespersons on personal charisma and conduct
code
• Carrying out in-house approach demos to explain the rules of a
successful approach and then assess the trainees’ progress
• Unifying the approach techniques for the salesperson in the company
gives a general air of consistency
Objections:
By the sales staff: personalized and subjective motives to uncomely to the
training recurrent objections to the tiring door-to-door approach of customers.
By the approached potential buyers: lack of interest in the company’s service
10. can see the approach as time waste or nuisance for them and customer loyalty
to other companies
Planned response:
• Incentives for salespersons complying to the training (financial
incentives and less working hours)
• Decreasing door-to-door approaches and encouraging E-commercial
approach activities
• More personalized approaches towards customers (within acceptable
codes of conduct)
3) Presentation:
At this point, the salesperson starts to present the product and highlight its feat
ures in brief. The presentation should be continually updated and reformed in
light of the customer’s response. The main goal for the salesperson is to
continuously hold the attention of the potential buyer and create interest in the
product.
Related activities Reaya:
• Developing visually appealing and brief presentations
• training salespersons on the right vocal tone and adequate time frame
in which the presentation should be carried out
• continuous in-house assessment of customers’ responses and feedbacks
Objections:
By the sales staff: lack of technical abilities and personal traits to carryout
presentations in a timely and visually appealing manner, recurrent cases of
inability to understand and correspond to the potential customers’ needs and
“buying mood changes”. By the potential buyers: not being motivated or well-
informed by the presentation
Planned response:
Changing salespersons assigned to customers in a well-controlled fashion.
Continuously updating and reviewing presentation content in light of customer
response
4) Demonstration:
Demonstration is about maintaining customer's interest and arousing his
desire. In this step, the salesperson displays and demonstrate the product to the
potential buyer. The utility and distinctive qualities of the product are fully
explained in order for the customer to realize the need for the product to
11. satisfy his wants. Salespersons are rigorously advised in this step not be in a
hurry to impress the customer and at the same time avoid controversy. Part of
the salesperson skills at this step is to suggest uses of the product very
commonly through creating an impulsive urge to possess the product by
appealing to the customers’ human instincts.
Related activities Reaya:
• Prepare site visits to demonstrate the hospitality services inside the
hospitals
• Developing presentation content that is more detailed and appealing to
the exact wants (including the financial ability) of the potential buyer.
• Preparing presentations and demonstration specifically for the Doctors
and medical insurance companies
Objections:
By the potential buyers: buyers can be actually not interested in this sale and
are merely browsing for purchasing or comparing the company’s offerings to
another company.
Planned response:
• Prepare virtual (computer graphic and video) demonstrations for
customer in order to decrease load on sales staff
• Without any pressure or formal obligations, customers at this point can
be asked to fill in an application or a purchase request through the
company. This step adds formality to the whole process and might
deter customers from repudiation.
5) Handling objections:
A rule of thumb in the personal selling process is that a sale is not simply achi
eved bycreating interest and desire. Every individual customer shall strive to
make the best bargain for his money. Presentations and demonstrations
-though useful in introducing and explaining the product- can also adversely
create doubts and questions in the buyer’s mind. The sales staff should have
the patience and skills to clear all doubts and objections without entering into
a controversy. Added to this, a salesperson should never lose his temper.
Popular means of motivating and clearing the doubts of a hesitant or reluctant
buyer include testimonials and money-back guarantee. This is because the
customer must be convinced that his money is safe from the beginning and
that he is making the best use of his money by purchasing the product from
this particular company. This is why the salesperson should prove the
superiority of the product over the competitive products in order to handle any
costumer’s objection. Patience is a must with customers who ask too many
queries and takes time in arriving at any decision.
12. Related activities in Reaya:
• Highlighting the importance of patience for salespersons to close deals
and not lose customers
• Prepare presentations on why should the customer feel satisfied with
buying the Hospital Services.
Objections:
By the sales staff: lack of patience or not being clear enough on how to
respond to customers’ objections.
By the potential buyers: objections regarding the hospitality and services,
financial deal, socio-cultural needs, privacy, etc.
Planned response:
• Categorize expected objections under hand-able categories: services
objections, financial objections, socio-cultural objections, etc.
• Prepare offerings and promotional response for expected objections
6) Closing the sale:
Closing sale is the apex of the personal selling process. Special care should be
paid at this step as inappropriate handling of the customer can result in loss of
sale. The sales staff should coerce force to close the deal. Instead, the
customer should be encouraged to feel that he has made the right and final
decision. This is optimally achieved without imposing the salesperson’s
personal view on the costumer .It is quite common at this step to perform final
adjustment in prices. The salesperson should show maintain same degree of
interest in the customer which was demonstrated during the approach step.
Purchases should be settled in a cordial manner so that the customer feels
inclined to deal with the vendor again. In closing the sale, the product/service
should be handed over with speed and accuracy to the customer. Once the
purchase is closed, the salesperson should suggest, present and even
demonstrate relevant products.
Related activities in the company:
Prepare highly effective and fair legal documents to close the deal and receive
the money in exchange for the transaction+ train staff how to maintain
customer loyalty for future transactions.
Objections:
By the sales staff: lack of patience and not being clear enough on how to build
and maintain customer loyalty for future transactions. By the potential buyers:
need to make final adjustments (most commonly in prices)
13. Planned response:
Be flexible to customer’s objections and develop loyalty programs and train
the sales staff to ensure customer satisfaction
7) Post-sale follow-up :
Post-sale follow up is concerned with the activities performed to ensure that
the customer’s satisfaction with the purchased item as well as the firm. These
activities generically include installation, checking the smoothness of
performance, maintenance and after-sales service. Post-sale follow up can
very well aid in maintaining customer loyalty and at the same time preserve
the good will of the company and enhance evaluate salesman's effectiveness.
Related activities in the company:
Develop a scheduled itinerary for the post-sales activities to be carried out
after the sale is closed and assign responsibilities and success criteria for post-
sales services
Objections:
By the sales staff: lack of knowledge and unwilling to take responsibility
regards post-sale activities. By the potential buyers: distaste due to poor post-
sales follow up
Planned response:
explain the importance of aftersales activities to sales staff and how this would
surely increase third buying leads in the future and design an incentive
program for salespersons based on aftersales follow-up+ rigorously apply the
prepared scheduled itinerary for the post sales activities+ get feed backs from
customers and act in their light.
Answer of Question Five:
All the below advertisements I did in my work in Andalusia Dental Centers in Jeddah
First ad:
Feminine appeal + Circus Layout
14. Second ad:
Fear Appeal + picture window layout
Third Ad:
Rational appeal + Montage Layout