HOW WOULD YOU PROMOTE THE SPIRIT BOX?

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

PROMOTION

A communication process to inform, persuade or remind customers about a product or service.

oOne of the 5Ps of marketing oOne of the marketing functions

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

TYPES OF PROMOTION

• Institutional Promotion• Product Promotion

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

INSTITUTIONAL PROMOTIONThe promotional objective is to create a favorable image of the business.

o The purpose is to build the brand of your company.

o Focuses on the image of the business.

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

INSTITUTIONAL PROMOTION

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

PRODUCT PROMOTIONThe promotional objective is to convince potential customers to buy a product; the promotional emphasis is on the product itself—it’s features.

o The purpose is to drive increased sales of a specific product or products resulting from that promotion.

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

PRODUCT PROMOTION

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

ACTIVITYCategorize Promotion Ideas as Institutional

Promotion or Product Promotion

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

PROMOTIONAL MIXA combination of promotional methods or strategies. •Elements or methods used in the promotional mix are:

o Advertisingo Sellingo Sales Promotiono Public Relations/Publicity

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

ADVERTISINGPaid, non-personal communication to customers and potential customers about a product or business.

oAdvertising is “one-way” communication that goes out from the seller or business.

oAdvertising can also be either product or institutional.

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

SELLINGThe face to face, personal communication with customers and potential customers about a product or business.

o Selling has “two-way” communication: • the seller explains the product AND• engages the customer for feedback, which leads the

customer to a buying decision

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

SALES PROMOTIONStrategies used by businesses to promote their product or business and drive sales revenue that doesn’t include advertising, selling and public relations.

oUse of strategies such as coupons, BOGO, games, contests, preferred customer cards

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

PUBLICITY AND PRPublicity: refers to obtaining media coverage about your product or business.

o Accomplished by submitting press releases to media outlets about something positive and newsworthy about your business or a new product offering.

Public Relations: focuses on activities that will generate goodwill such as community give-back programs.

o Engaging the customer or potential customer in “relationship building” is a key objective of public relations.

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

ACTIVITY

Develop a promotional plan for the SBE and automated retail kiosk utilizing the

promotional mix.

IMPLEMENTING AUTOMATED RETAIL: PROMOTION

QUIZ

Promotion and the Automated Kiosk

IMPLEMENTING AUTOMATED RETAIL: PROMOTION