Marketing Mix: Crafting a Message - What is Promotion?
1.1 هزار بار بازدید -
3 سال پیش
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In our video on Marketing
In our video on Marketing Mix, one of the 4 Ps was Promotion. Let's talk about crafting a message.
Watching this video is worth 1 Management Courses CPD Point*.
🔎 See below for details
Marketing for Managers
This video is part of course module number 8.3.3
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Mix
Other videos in this section include:
🎬 What is the Marketing Mix - The 4Ps? What is the Marketing Mix - The 4Ps: ...
🎬 Marketing Mix: Product - What is the Product Marketing? Marketing Mix: Product - What is Prod...
🎬 Marketing Mix: Price and Pricing Strategy Marketing Mix: Price and Pricing Stra...
🎬 Marketing Mix: Place Marketing Mix: Place and Distribution...
🎬 Marketing Mix: What is Positioning? Marketing Mix: The Fifth P - What is ...
🎬 What is the Marketing Channel Mix? What is the Marketing Channel Mix? Pr...
🎬 What is Public Relations (PR)? What is Public Relations (PR)?
🎬 Guy Kawasaki: What is Enchantment? Guy Kawasaki: What is Enchantment?
🎬 Seth Godin: What are Tribes? Seth Godin: What are Tribes?
LESSON NOTES
Promotion is the message and media you use to communicate with potential customers, to persuade them to buy.
Because communication is subtle and complex, there are many elements to a promotion strategy, such as:
• Branding
• Packaging
• Sales promotion and Point-of-Sale materials
• Discounting
• Salesperson training
• Publicity and Public Relations (PR)
• Advertising
• Influencer recommendation
And, of course, as a precursor to this, you will need to have developed your Buyer or Customer Persona – What is a Customer Persona? ...or Buy...
For each communication, you need to think about your objectives, in terms of:
• Building awareness
• Increasing knowledge
• Crafting perceptions
• Creating liking, desire, and preference
• Moving towards a purchase
• Building commitment to your brand
People
Some writers add People to the 4Ps
People will engage with your customers and prospective customers. So, your staff and contractors are important. In particular, how they behave and present themselves, and how well they are trained to serve your customers. On the surface, Customer Service comes down to People implementing Processes. So, you need to think about:
• Recruitment and retention
• Training and development
• Uniforms or dress-codes
• Handling enquiries and complaints
But, Customer care only really happens when the people in your supply chain actually care. So, this is much more about culture than it is about processes. Therefore, how you treat and train your people and the people in your distribution chain is a critical part of promotion.
RECOMMENDED EXERCISE
Think about a product or service your organization produces and markets. What are the elements of its marketing in terms of the four Ps of product, price, place, and promotion? If your organization doesn't produce a product or service, then pick one you are familiar with either through your work or domestic life.
1. What are all the elements of promotion that you are aware of? (3 MC CPD Points)
2. What are the primary objectives of the promotion of this product? (2 MC CPD Points)
3. How do people factor into the promotion of this product? (2 MC CPD Points)
DOWNLOADS
Free Resources
🧰 CPD Tools - https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit - https://gum.co/MC-ObK ($3)
RECOMMENDED READING
📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO
⭕️ Links to our book recommendations are affiliated through Amazon
Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-... (the links are affiliated)
MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
- If you simply watched the video, record 1 MC CPD point
- If you also carried out all of the recommended exercises, score a total of 8 MC CPD points
#Promotion #ManagementCourses #MarketingMix
Watching this video is worth 1 Management Courses CPD Point*.
🔎 See below for details
Marketing for Managers
This video is part of course module number 8.3.3
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Mix
Other videos in this section include:
🎬 What is the Marketing Mix - The 4Ps? What is the Marketing Mix - The 4Ps: ...
🎬 Marketing Mix: Product - What is the Product Marketing? Marketing Mix: Product - What is Prod...
🎬 Marketing Mix: Price and Pricing Strategy Marketing Mix: Price and Pricing Stra...
🎬 Marketing Mix: Place Marketing Mix: Place and Distribution...
🎬 Marketing Mix: What is Positioning? Marketing Mix: The Fifth P - What is ...
🎬 What is the Marketing Channel Mix? What is the Marketing Channel Mix? Pr...
🎬 What is Public Relations (PR)? What is Public Relations (PR)?
🎬 Guy Kawasaki: What is Enchantment? Guy Kawasaki: What is Enchantment?
🎬 Seth Godin: What are Tribes? Seth Godin: What are Tribes?
LESSON NOTES
Promotion is the message and media you use to communicate with potential customers, to persuade them to buy.
Because communication is subtle and complex, there are many elements to a promotion strategy, such as:
• Branding
• Packaging
• Sales promotion and Point-of-Sale materials
• Discounting
• Salesperson training
• Publicity and Public Relations (PR)
• Advertising
• Influencer recommendation
And, of course, as a precursor to this, you will need to have developed your Buyer or Customer Persona – What is a Customer Persona? ...or Buy...
For each communication, you need to think about your objectives, in terms of:
• Building awareness
• Increasing knowledge
• Crafting perceptions
• Creating liking, desire, and preference
• Moving towards a purchase
• Building commitment to your brand
People
Some writers add People to the 4Ps
People will engage with your customers and prospective customers. So, your staff and contractors are important. In particular, how they behave and present themselves, and how well they are trained to serve your customers. On the surface, Customer Service comes down to People implementing Processes. So, you need to think about:
• Recruitment and retention
• Training and development
• Uniforms or dress-codes
• Handling enquiries and complaints
But, Customer care only really happens when the people in your supply chain actually care. So, this is much more about culture than it is about processes. Therefore, how you treat and train your people and the people in your distribution chain is a critical part of promotion.
RECOMMENDED EXERCISE
Think about a product or service your organization produces and markets. What are the elements of its marketing in terms of the four Ps of product, price, place, and promotion? If your organization doesn't produce a product or service, then pick one you are familiar with either through your work or domestic life.
1. What are all the elements of promotion that you are aware of? (3 MC CPD Points)
2. What are the primary objectives of the promotion of this product? (2 MC CPD Points)
3. How do people factor into the promotion of this product? (2 MC CPD Points)
DOWNLOADS
Free Resources
🧰 CPD Tools - https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit - https://gum.co/MC-ObK ($3)
RECOMMENDED READING
📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO
⭕️ Links to our book recommendations are affiliated through Amazon
Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-... (the links are affiliated)
MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
- If you simply watched the video, record 1 MC CPD point
- If you also carried out all of the recommended exercises, score a total of 8 MC CPD points
#Promotion #ManagementCourses #MarketingMix
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