Download Below the line Promotion

Below the line Promotion
Promotion that does NOT depend
on media.
Direct Marketing
Sending info by post, telephone or email.
 Can be unpopular, but is effective.
 Can target market effectively.
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Exhibitions and Trade Fairs
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Chance to show how products works
(important for technical products).
Helps to gauge consumer reaction before a
new product launch.
Helps international marketing.
Can attract press coverage.
Chance to see competitors.
Enables potential customers to asks
questions.
Sales promotions: Short term
boosts!
Coupons & loyalty cards
 Competitions
 Endorsements
 Product Placement
 Free Gifts
 Credit Terms
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Benefits of Sales Promotions
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Can help to launch a new product, or as an
extension strategy.
Encourage people to sample products.
Customers feel that they have been rewarded,
and become loyal as a result.
Customers identify products with things they
like (Nike & Tiger Woods).
Rewards cards can give feedback on
customer spending.
Branding
A name, design, logo or other feature
that enables consumers to identify a
particular product, and differentiates it
from competitors.
 Brands can be legally protected by
trademarks.
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Merchandising
Influencing consumers at the point of
sale.
 Displays
 Store layouts
 Lighting and smells.
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Packaging
Must protect the product
 Must be convenient for consumers and
distributors
 Should be well-designed.
 Should include important information.
 Can be environmentally friendly.
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Personal Selling
Using personal contact to help sell a
product.
 Can be done in person or by phone.
 Enables personal attention to be given to
customer needs.
 Note – Can be expensive, and many
consumers dislike cold-calling.
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Public Relations.
Improving sales by managing the image
of the business and its products.
 Newspaper stories are free and may be
taken more seriously by consumers.
 Press conferences and press releases
can be arranged by the business.
 Can be a very low cost form of
promotion.
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Public Relations cont’d
PR managers can help to manage
adverse news stories too (eg a chemical
leak, or product recall).
 Charitable donations help a firm’s image.
 Sponsorship of events can help publicise
a business.
 Company visits can help improve
relations with the local community.
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