Promotion & Communication

Okay. Welcome back.

Starting my camera got messed up there.

My notes have not been working by the way today.

I don't know.

You guys probably aren't surprised.

So we wanted to finish up talking about public relations,

and we're looking at PR tools.

So if you're in the world of public relations, if

you're in the world of trying to make the image

of your company look better to the public and interact

with the public in a better way, what are the

tools at your disposal?

So new product publicity, Right.

So if you have a brand new product coming out,

you're gonna do put, try to get gain a lot

of publicity, gonna talk to all the media outlets and

try to get them to cover your new product.

Launch. Right.

Product placement.

That is one of my favorites, right?

We got this stranger things picture here with a can

of coke.

I'm sure that Coke pays some money to the director

of stranger things and says, use Arkan instead of a

can of Pepsi.

Um, product placement is something that really was pretty minor

20 years ago, and now is in everything that we

watch video games that we play, um, everywhere.

And sometimes we don't even notice it.

I think what's interesting now is like a lot of

my students who are maybe like 25 younger.

It doesn't even work that well on them anymore because

they just don't even notice it.

Although it's probably happening in their subconscious students that are

older than that, They kind of go like, Oh, yeah,

there's that seems weird not get that Coke out of

my screen.

There's no that's not the right place for that.

So it's a It's a that's, ah, a topic onto

its own that we could spend a whole week on

product placement.

Um, consumer education eyes part of publicity on DPI are

So maybe you're gonna hold a press conference to talk

about, um, you know what your company is doing.

Or maybe you're going to use the website.

Uh, sponsorships are big, right?

Like so happ oh, sponsors the boat races here.

Um, that's a public relation.

Move. Um, shoe company sponsor athletes.

That's a public relation.

Move. Um, experiential marketing.

Experiential marketing is then we've talked a little bit about

that, I think in some past weeks, where it's like

instead of just providing, um, marketing of the product or

the service that we create an experience.

Right? And so And then I think I mentioned this

already a little bit, but the company website, right?

We could use the company website to build good relations

with the community in the public.

So that's a little bit on public relations.

Let's take a look at sales promotions.

Um, so we've we've we've already covered, like, all the

different stuff that we could well have.

This this lecture series on promotions goes for two weeks.

So we kind of covered half of what we can

do. A ce faras the third p in the marketing

mix. Right this promotional mix.

But those were like long term strategy moves.

Sales promotions, on the other hand, are short term incentives.

Right. How come we motivate consumers how we can give

them those little nudges that they need to purchase a

good or service immediately?

Right. We need to lower the price.

Or do we need to add value by bundling?

It was something else, you know.

What do we need to do?

Thio drive the sale?

Um, so we can use trade promotions or consumer promotions

that could break all sales promotions down into one of

those two categories.

So and I've done both in my career.

I'm a little bit more familiar with this.

Like from a business side, I'm a little more familiar

with trade sales promotions from a consumer side.

I'm much more familiar with consumer sales promotions, obviously, but

a trade sales promotion is where the manufacturer promotes something

to members of the marketing channel.

Right? We looked at marketing channels and all the different

layers. So this is where the manufacturer this happens.

Maurin party like a push strategy.

Right. So the manufacturer, um, says, Hey, wholesaler Hey, retailer,

I'm gonna give you a certain discount to help you

buy more products.

So So let's just go one by one.

Trade allowance, right?

We just say, Hey, if you buy from me in

the month of December is coming up.

If you buy from me in the month of December,

we're gonna give you 10% off, okay?

And you're hoping that that will make it so they

will buy more from you.

That's a trade sales promotion.

That's the most general one.

Ah, push money would be kind of the same thing,

just in a different, uh, right, that pushing strategy where

it's like, Hey, if you buy more from us, we'll

give you more money, right?

Hey, if you buy one truckload, we'll give you 10%

off. But if you buy two truck, ALS will give

you 15% off the whole order.

Um, some companies might just say, Hey, if you buy

from us, will provide free training so that you can

then help your customers, um, free merchandise is one of

my It's like it's one of my pet peeves and

one of my favorites at the same time.

Like uh, right, like maybe you're working with with with

a retailer and you say, like, Hey, if you buy,

you normally buy your average two truckloads a month you

buy from us.

If you buy three, I can throw in like my.

My company is giving away big screen TVs to the

three retailers who buy the most from us, and I

think if you buy three containers this month, you might

get one of those free TVs or you maybe you

just stop in and you give them free merchandise free

branded stuff and then coop in store demos, thes air,

some of my favorite as well.

So there's like a Cinco DeMayo co op store demo

where Budweiser, um you know, probably pays for this and

says, Hey, such and such grocery store, if you guys

set up a really cool cinco demayo, um, display for

us, we will give you a certain amount of money

and, well, we really appreciate it.

If you do this right, And so then it makes

right then they get to get a lower.

The retailer has the incentive to make this so that

they get a lower cost and increased sales.

It's a win win situation there now.

Consumer sales promotions of the ones that you and I

are more familiar with because they were being directed at

us. The consumer right?

So we might some of these air pretty obvious, right?

But coupons right?

If some.

If we're giving getting a coupon, whether it's a buy

one, get one free or a certain amount off.

That's a great consumer sales promo tool.

I mean, I know that when I would shop at

Fred Meyers and I would get coupons delivered to my

AP, it would be like, Oh, I don't know I

could maybe by that, but it's not on sale and

I look and, yeah, there's a coupon there and then

I might buy it.

Uh huh.

Ari is really good on coupons to they only do

like they do.

It's like a 20% off coupon sale twice a year.

And so I almost always use that to go buy

something from Mari.

It it's probably whether or not I need it or

not. Rebates.

Right? Rebates are definitely losing popularity, but this is just

a cash refund like, let's say you buy it.

And then during a certain time period, you send in

like the receipt you get send you 20 bucks back

or something like that.

That's rebate.

Um, people don't have time for that anymore, so it

doesn't work as well.

Um, premiums right?

An extra item offered to maybe sweeten the deal a

little bit.

I put down the example of the Happy Meal toy.

My kids love the happy.

They they don't get the happy meal toy for the

food, the happy meal for the food.

They love the toy.

That's little premium.

They throw in.

Um, let's see what else?

Loyalty programs and frequent buyer programs.

Right? Uh, the companies use those to try to persuade

us tobe I'm or or spend mawr money with that

company, uh, contests and sweepstakes.

This also is kind of fading a little bit, but

there's still a lot of this going on expect.

So you guys know this better than I do.

But with social Media, you see a little bit of

this contest and sweepstakes spiked back up where it's like,

Hey, share this with so many people and tag us

and you could be entered to win such and such

things, right?

So that's still going on a little bit and then

sampling right everybody's favorite thing is toe eat like 1000

calories and Costco with the free samples.

That's a lot of fun.

And then point of purchase display very similar to the

Budweiser thing.

Ah, promotional display set up at the retailer retailers location

to build traffic or advertise the product, or maybe even

just induce impulse buys.

Right? So, um, that's another way we can get more

business from the consumer themselves.

My throat's going so it's a good time that we're

done, we're wrapping up.

This is Volume four and we're wrapping up promotion and

communication. I believe we have one more lecture Siris on

the third p of marketing promotion, and then we'll get

into pricing in the last week.

So I hope you guys enjoyed this week.

Hopefully next week either get my notes toe work or

I'll just be better at add living.

But yeah, I hope you guys got something out of

this and I'll talk to you again soon.

Promotion & Communication - vol. 4

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