marketing communications online & offline

Harshvardhan

Jasmeen

Jay

Jerry

Jigar

Marketing Communications

(Part 2)

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Sales!!

Doesn’t that sound boring , monotonous !!!

Instead

New business development

Account manager

Key account manager

Relationship manager

Marketing executive are often preferred

FUNCTIONS OF SELLING

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.

CONSULTATIVE SELLING

Looking at customers as partners withwhom a company wishes to develop along-term, repeat-business relationshiprequires a shift in the business paradigmfrom ‘selling to them’ to ‘working withthem.

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).

STAGES OF KAM

MANAGING THE SALES FORCE

Types of salespeople

Recruiting

Training

Motivating

Controlling

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).

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.

TRAINING• Training is an ongoing affair, not a

one-off activity. It is a continuousprocess. Like thinking, it requirespractice

• The three pieces of knowledge thatthe professional salesperson musthave are:

1. Product knowledge (marketing mix,features and benefits, and uniqueselling propositions – USPs).

2. Market knowledge (customers andcompetitors).

3. Company knowledge (history,structure, etc).

MOTIVATING

• Publishing the monthly sales figures againsttargets for each sales rep and circulating thefigures among the sales team.

leading to competition among members, which may inhibit themfrom 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 !

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 thecontribution each order makes towards the overallprofitability of the organization - encouraging thesalesperson to sell higher-margin products or services ratherthan succumbing to the temptation of –

1) giving discounts

2) pushing easier

3) low- margin items.

CONTROLLING

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.

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.

Advertising is 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

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

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?

PRODUCT INTERROGATION

1. Is there anything unique about the product (a unique selling proposition – USP)?

2. product characteristics, 3. user characteristics, 4. ways of using, 5. benefits of using,6. disadvantages of non-usage, 7. competitor comparisons, 8. product heritage, 9. customer cases, 10. newsworthiness and more.

# Social media potential -Some social media tools can be used to

identify hot topics, phrases and even words (eg Google Zeitgeist and Google Trends).

# Trendidentification

Publicity and PR

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Sanjay Jha - Congress Spokesperson05-02-2015 27

Introduction

• What is PR?

• Public Relation and Marketing

• Product PR and Corporate PR

• PR is more than communication

• PR Mix

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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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New and Old PR Tools (contd)

•Blogs, Facebook and Twitter

•Photography

•Publicity Stunts

•Viral Marketing

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Admiral Lord Nelson supporting the London bid for the 2012 Olympics

Photography

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Publicity Stunt

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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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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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Sponsorship – online and offline

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Introduction

• What is sponsorship?

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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.

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Managing a Sponsorship Programme

• Situation – the target audiences

• Objectives

• Sponsorship strategy

• Tactical plans

• Action

• Control – monitor, measure and evaluate

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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 bans05-02-2015 39

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.

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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 Marketing05-02-2015 41

Ambush Marketing – e.g. NIKE

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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

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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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Promotions

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Why we do Promotions?

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Promotion Strategy

A plan for the optimal use of

the elements of promotion:

Advertising

Public Relations

Sales Promotion

Personal Selling

PromotionalStrategy

Competitive

Advantage

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1. Movement towards Relationship marketing.

2. Recessions- Price conscious customers.

3. Powerful Retailers.

4. High Television Advertising.

SALES

PROMOTIONS

FACTORS FOR GROWTH ?

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Exhibitions

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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.05-02-2015 70

MANAGING EXHIBITIONS

SITUATIONS OBJECTIVES STRATEGY TACTICS ACTIONS CONTROL

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Reasons for POOR PERFORMANCE

INADEQUATE SOP

POOR VISITORS

BAD LOCATION

BUYERS

ARRANGEMENTS

COSTS & BUDGETS05-02-2015 72

ADVANTAGES

WHOLE MARKET UNDER

ONE ROOF

BUSINESS GENERATION

DISADVANTAGES

COSTLY AFFAIR

TIME CONSUMING

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KEY POINTS

• HARD WORK

• CONTACT STRATEGY

• NEED VISITORS

• 2M’s

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Packaging

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PackagingImportance of packaging .Functions(Protect ,Convenience,Communicate)six variables (shape,size, colour, graphics, materials and smell).

Case Study (Boroline Vs BoroPlus)

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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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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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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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The End.

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