public relations sales promotion events, and sponsorships

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Public Relations Sales Promotion Events, and Sponsorships

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Public RelationsSales Promotion

Events, and Sponsorships

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

38/40

Promotion Strategy

• Promotion objectives

• The issue of brand building

• Promotion integration

• Promotion effectiveness