promotion strategy p3 of 3
TRANSCRIPT
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Promotion StrategyPart 3 of 3
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Marketing 101 - PromotionPart One: Definition What promotion is NOT What promotion IS Cautions
Part Two: Introduction Push/Pull Strategies and tools When to use push/pull tools
Part Three: Planning Match tools to marketing objectives Deep dive into publicity How’d you do?
Soma Jurgensen, Intentional Growth
Strategies
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Match Promotion Tools to ObjectivesCombine Pull and Push• Introducing new offering (trial)• Promotional advertising• Consumer coupons• Sampling• Personal Selling• Publicity
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Publicity and Public RelationsBrands make or break relationships with publicity• Not all publicity is good• Beyond the press release• Public Relations
• Redefine public• Face of the organization• Generate media interest• Maintain goodwill with stakeholder• Shape public opinion• Monitor online brand• Handle crisis communication
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Match Promotion Tools to ObjectivesCombine Pull and Push• Increasing consumer loyalty• Volume discounts at point of purchase• Event sponsorships• Package promotions• Endorsements• Loyalty programs
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Give it a try.Pull vs. Push Promotions
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Match Promotion Tools to ObjectivesCombine Pull and Push• Introducing new offering (trial)
• Promotional Advertising• Consumer coupons• Sampling• Personal Selling• Publicity
• Increasing consumer loyalty• Volume discounts at point of purchase• Event sponsorships• Package promotions• Endorsements• Loyalty programs
![Page 8: Promotion strategy p3 of 3](https://reader035.vdocuments.net/reader035/viewer/2022070603/58733a921a28abf21b8b55b1/html5/thumbnails/8.jpg)
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