public relations sales promotion events, and sponsorships
TRANSCRIPT
2/40
Public Relations
• what PR is and how it differs from advertising
• most common types of PR programs
• Analyze the key decisions in PR planning
• Explain the most common types of PR tools
• Discuss the importance of measuring the results of PR efforts
3/40
The Practice of Public Relations
• Used to generate goodwill for an organization
• Helps an organization and its publics relate to each other
4/40
Comparing Public Relations and Advertising
• Media use
• Control
• Credibility
• Public relations people seek to persuade media gatekeepers to carry stories about their companies
• This aspect of PR is called publicity
5/40
Comparing Public Relations and Advertising
• Media use
• Control
• Credibility
• In the case of news stories, public relations people are at the mercy of the media gatekeeper
• Advertising runs exactly as the client who paid for it has approved
6/40
Comparing Public Relations and Advertising
• Media use
• Control
• Credibility
• The public tends to trust the media more than they do advertisers
• Implied third-party endorsement
7/40
Types of Public Relations Programs
• Media relations
• Employee relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing
• Focuses on developing media contacts
• Knowing who in the media might be interested in the organization’s story
8/40
Types of Public Relations Programs
• Media relations
• Employee relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing
• Programs that communicate information to employees
• Internal marketing– Communication efforts
aimed at informing employees about marketing programs
9/40
Types of Public Relations Programs
• Media relations
• Employee relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing
• All communication efforts aimed at the financial community
10/40
Types of Public Relations Programs
• Media relations
• Employee relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing
• Corporate communication programs with government and with the public on issues related to government and regulation– Lobbying
– Issue management
11/40
Types of Public Relations Programs
• Media relations
• Employee relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing
• The practice of raising money by collecting donations
12/40
Types of Public Relations Programs
• Media relations• Employee
relations• Financial relations• Public affairs• Fund-raising• Cause marketing
• When companies associate themselves with a cause, providing assistance and financial support
13/40
Public Relations Planning
• Research and SWOT analysis
• Targeting
• Objectives and strategies
• The Big Idea
• PR’s Role in IMC
14/40
Public Relations Tools
• Controlled media• Uncontrolled media• Semicontrolled
Advertising• House ads• Public service
announcements• Corporate advertising
15/40
Public Relations Tools
Publicity• News releases• Pitch letters• Press conferences• Media tours
Publications• Pamphlets• Booklets• Annual reports• Books• Bulletins• Newsletters• Inserts and enclosures• Position papers
16/40
Public Relations Tools
Videos/DVDs,
CDs, Books• Ideal tools for
distributing in-depth information
Speakers and Photos• Speaker’s bureau
– A group of articulate people who will talk about topics at the public’s request
• PR departments maintain file of photos to provide to the public
17/40
Public Relations Tools
Displays and Exhibits• Booths• Racks and holders for
promotional literature• Signage
Special Events/Tours• Celebrate company
milestones– Open houses
– Birthday celebrations
– Corporate sponsorship of events
18/40
Public Relations Tools
Online Communication• Intranet
– Connects people within an organization
• Extranet– Connects people in one
business with its business partners
• External communication• Internal communication• Web challenges
19/40
Effectiveness and PR Excellence
• Evaluation is based on setting measurable objectives in the beginning
• Practitioners track the impact of a campaign in terms of output and outcome
Factors of Excellent PR• 14 factors of excellent
PR grouped into four categories– Program level
– Departmental level
– Organizational level
– Effects of excellent PR
20/40
• Explain the principles that drive the use of sales promotion
• List and explain the use of various consumer promotions
• Summarize the types and purposes of trade promotions
• Describe the use of other types of promotions
• Explain the strategic use of promotions in marketing
21/40
Sales Promotion
• A marketing discipline that utilizes a variety of incentive techniques to structure sales-related programs that generate a specific, measurable action or response
22/40
Growth in Sales Promotion
• Pressure for short-term profits
• Need for accountability• Easy to evaluate
Move to Sales Promotion• Consumer behavior• Pricing• Market share• Parity products• Power of the retailer
23/40
Consumer Promotions
• Price deals
• Coupons
• Refunds and rebates
• Sampling
• Contests and sweepstakes
• Premiums
• Specialties
• Temporary price reduction or sale price– Cents-off
– Price-pack deals
– Bonus packs
– Banded packs
24/40
Consumer Promotions
• Price deals
• Coupons
• Refunds and rebates
• Sampling
• Contests and sweepstakes
• Premiums
• Specialties
• Provide a discount on the price of the product– Retailer
– Manufacturer
25/40
Consumer Promotions
• Price deals
• Coupons
• Refunds and rebates
• Sampling
• Contests and sweepstakes
• Premiums
• Specialties
• Marketer’s offer to return a certain amount of money to the consumer
26/40
Consumer Promotions
• Price deals
• Coupons
• Refunds and rebates
• Sampling
• Contests and sweepstakes
• Premiums
• Specialties
• Allowing the consumer to try the product or service
27/40
Consumer Promotions
• Price deals
• Coupons
• Refunds and rebates
• Sampling
• Contests and sweepstakes
• Premiums
• Specialties
• Create excitement by promising something for nothing
• Contests based on skill or ability
• Sweepstakes based on luck
28/40
Consumer Promotions
• Price deals
• Coupons
• Refunds and rebates
• Sampling
• Contests and sweepstakes
• Premiums
• Specialties
• Tangible reward for a particular act
• Work by adding value to the product– Store premiums
– In-pack premiums
– On-pack premiums
– Container premiums
• Self-liquidating
29/40
Consumer Promotions
• Price deals
• Coupons
• Refunds and rebates
• Sampling
• Contests and sweepstakes
• Premiums
• Specialties
• Presents the brand’s name on something that is given away as a reminder
30/40
How to Use Consumer Promotions
• Awareness
• Trial
• Maintain or increase market share
• Brand reminder
31/40
Trade Promotions
• Point-of-purchase display
• Retailer kits
• Trade incentives and deals
• Contests
• Trade shows and exhibits
• Manufacturer-designed display distributed to retailers
• Retailers use the displays to call their customer’s attention to product promotions
32/40
Trade Promotions
• Point-of-purchase display
• Retailer kits
• Trade incentives and deals
• Contests
• Trade shows and exhibits
• Materials that support retailer’s selling efforts or help representatives make sales calls on prospective retailing customers
33/40
Trade Promotions
• Point-of-purchase display
• Retailer kits
• Trade incentives and deals
• Contests
• Trade shows and exhibits
• When a manufacturer rewards a seller financially for purchase or support– Buying allowances
– Advertising allowances
34/40
Trade Promotions
• Point-of-purchase display
• Retailer kits
• Trade incentives and deals
• Contests
• Trade shows and exhibits
• Advertisers can develop contests and sweepstakes to motivate resellers
• Contests far more common
35/40
Trade Promotions
• Point-of-purchase display
• Retailer kits
• Trade incentives and deals
• Contests
• Trade shows and exhibits
• When companies in the same industry gather to present and sell their merchandise and to demonstrate products
36/40
How to Use Trade Promotion
• Two primary roles for a trade promotion– Trade support– Excitement
• Demand: Push-and-Pull strategies– Bonuses– Dealer loaders– Buying allowances– Advertising allowances– Cooperative advertising– Display allowance
• Attention• Motivation• Information
37/40
Promotions That Cross the Lines
• Promotion techniques that blur the lines between promotions, advertising, and public relations
• Sponsorships and event marketing
• Other promotional support
• Interactive and Internet promotions
• Loyalty programs• Partnership programs