Table of Contents
Developing & Introducing new
Products in a Market ……………… Slide 3 – 5
Formulating Strategies ……………… Slide 6 – 9
Managing Campaigns ……………….. Slide 10 – 13
Advertising ………………………………… Slide 14 – 16
Working with the Media ……………. Slide 17 – 21
Products in a
Promotional campaigns are ways to get
ideas about your products or services
out to your potential customers.
Depending on your target market and
on the kind of campaign you want, you
may decide to use some or all of these
approaches that follow to promote
your products or services.
Certain kinds of campaigns are not
suited for some products or services.
By using a combination of different
activities, you can develop a custom
campaign that is perfect for what you
want to make happen.
Should You Use?
Kinds of promotional Your decision on which
Brochures & Newsletters
campaign to use will depend
Cash Back Incentives on:
Conferences and Seminars
The outcomes that you want
Direct Mail-outs The target audience
Newspaper Stories The type of product or service
Personal Networking How the product or service is
Point of Sale Advertising
Product Launches Your budget
For Managing Your
Launching your campaign Targeting Your Audience
When you are deciding when Use product launches to:
and where to launch your
campaign, give some thought Showcase your product or
to just how many consumers service
will be exposed to the
campaign, and how many Raise your Company’s profile
more customers you expect to
get. Introduce a brand new product
If you don’t consider this, you
line or service
may end up spending too Introduce a new release or new
much time (and money)
trying to reach people who are
features to an existing product
not likely to ever become your Introduce your product in a
brand new market
Product sampling & In this scenario, you could use
a campaign like product
On that same note, if you
want to sell diet juice to a
sampling and advertising that
wider customer base, and if highlights the tasty qualities
the target audience views of the product (as long as it
the diet juice as inferior in
quality to a competitor’s really is tasty!)
juice, offering discounts or
a sales promotion aimed at The main focus here is to
increasing sales probably change customer attitudes,
won’t be effective.
and have a positive effect on
To build, leverage, and Advertising is one of the most
defend your brand important and best known parts of a
The objectives of the promotional campaign. It covers a
advertizing campaign wide variety of communication
should be spelled out in channels, and gives you the
the promotion plan, and fit opportunity to reach massive
in well with the overall numbers of people.
Quality advertising campaigns can
be expensive. It is very important for
you to get the message, medium and
target audience right, otherwise it
can wind up to be a waste of your
efforts and money.
Customer & Trade
Establishing a Brand Architecture
Define promotional Consult with designated
objectives individuals & groups
Usually established Management
when the overall Customers
marketing plan is Stakeholders
Objectives are part of
the integrated Colleagues
Define your objectives
by referring to that plan
To define objectives for 1. Where are we now?
activities it may be useful
2. Where do we want to
to address the following be?
questions: 3. What do consumers
know about the
4. What are consumer’s
attitudes about our
Should You Use?
Once the decision to advertise has Newspapers
been made, you need to decide
which advertising medium to use. Packaging
There are a lot of advertising options
available some of which include:
Types of Advertising
Another important thing Informational
to consider when
developing your The message gives information to
advertising campaign is the customer.
the kind of message you
are trying to convey. Inspirational
The message associates an image
or status with the product.
The message provokes a
response or change in
Working with Your
If you are using the A visual image of the product
specifically to promote a The benefits to the customer
particular product or
service, it needs to Product name
include the following
information: Company name/logo
ABC Grout Cleaning Services
Working with the
Because so many people watch, listen to, or read media
output, you are able to reach a large number of
potential customers for a nominal cost. This is a
powerful tool that you can use to get your products or
Media announcements can be used to promote
products and to explain their benefits.
They can be used to publicize special events, and to
comment on industry issues.
Also called news releases, they provide
concise information in a journalistic style.
If a media announcement is of interest or
relevant to the media’s target audience, it
can be included either in its entirety.
Or it can be used as the foundation for
another story that is released.
Press releases can be used as a catalyst for stories:
In local and metropolitan newspapers
On the radio and on television
In specialist and trade magazines
On Internet news sites
On media services
A Few Words of
About the Media Consider if there is any
Keep in mind that while you disparaging information that may
can use the media to your be exposed if you seek media
advantage, you cannot
control how the media will attention and whether the risk is
use the information. acceptable when comparing it
You cannot gauge the kinds with the potential benefits.
of questions that reporters
may ask. Identify any controversial aspects
of your products or services (e.g.
genetically modified ingredients,
labor issues, etc.) so that you can
respond if necessary.
o that you can
respond if necessary.