objective increase demand for existing customers persuade targeted audience to change brands develop...
TRANSCRIPT
![Page 1: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/1.jpg)
Sage Bookstore
![Page 2: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/2.jpg)
Objective
• Increase demand for existing customers• Persuade targeted audience to change
brands• Develop customer loyalty
![Page 3: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/3.jpg)
• Internet• Low cost , interactive
capabilities, Easy to use
• Radio• Local acceptance, low
cost , high demographic selectivity
• Direct email • Flexibility, no ad
competition, allows personalization
![Page 4: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/4.jpg)
Social Media • Stepping outside the box
• Sharing my Expertise
• Never stop growing my network
• Twitter Giveaways
• Leverage Linked-In
![Page 5: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/5.jpg)
Social Networking • Save money
• Blogging
• Pay Per click
– Google.com
– Bidvertiser.com
• Video Advertising
– YouTube
![Page 6: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/6.jpg)
Execution style•Persuasive
•Fantasy media –Generation X will be pulled in
–Using a media appropriate approach.
![Page 7: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/7.jpg)
Adverising
Target market
• Generation X Latch key kids individualistic Desire a chance to learn
![Page 8: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/8.jpg)
Budget
Objective and task Method
1. Accomplish with promotion
2. Task needed to achieve objectives
3. Cost of performing tasks
Push Pull
![Page 9: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/9.jpg)
![Page 10: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/10.jpg)
Promoting • Vender at fairs
• In Parades
• Sidewalk sales
• Help launch new product
• Build customer relationship
• Build business
Discount cards(BOGO) Up to 50% off a bookSample Pastries Free GiveawayImprint company name on pens,
paper, calanders etc
![Page 11: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/11.jpg)
Sales person to represent
Update biographies and photo ads
Be familiar with reporters
Attend industry networking events
Chamber of Commerce
Local Charities
Sponsor Local Sport Teams
Leverage Existing Customers
![Page 12: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/12.jpg)
Public Relations
• Local Charities
• Sponsor local sport teams
• Leverage existing customers
![Page 13: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/13.jpg)
Personal selling •Hire perso
n to help out
• Freelancer
• Intern
• Independent contra
ctor
![Page 14: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/14.jpg)
· Generating inquiries · Opening doors · Building traffic (for your store, Web site, trade show, etc.) · Generating awareness (for new product introductions, etc.) · Fund raising · Selling products (mail order)
Direct Marketing
![Page 15: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/15.jpg)
Direct Mail• USPS direct mail
• Self- mailers
• Mailings (letters, Brochure, and response cards)
• Mail items and other types of gifts
• E-mail campaigns
• Fax campaigns
![Page 16: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/16.jpg)
Internet Marketing • Promoting sales
• More targeted
• Flexible
• More responsive
• Affordable
![Page 17: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/17.jpg)
Telemarketing • Post card mailing
• Response cards
• Early bird discount
• Trial offer for book club
![Page 18: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/18.jpg)
Direct-Response Advertising • Radio
• Flyers
• Newspapers
– They hear, read abut product
– Call toll-free number to place order
![Page 19: Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty](https://reader034.vdocument.in/reader034/viewer/2022051417/56649ed85503460f94be69f8/html5/thumbnails/19.jpg)
Public Policy • Problem
Identification
• Policy Formulation
• Policy Adoption
• Policy Implementation
• Policy Evaluation