Public Relations, Sales Promotion, Personal Selling
Public Relations • Attempts to influence the attitudes and perceptions of consumers, stockholders, and other stakeholders toward companies, brands, politicians, celebrities, not-for-profit organizations • Do something good, then talk about it
Objectives of Public Relations • • Introducing new products to manufacturers Introducing new products to consumers Influencing government legislation Enhancing the image of a city, region, or country • Calling attention to a firm’s involvement with the community
Planning a PR Campaign Develop Objectives Execute the PR Campaign Evaluate the Campaign
PR Campaign Strategy • Statement of objectives • Situation analysis • Specification of target audiences, messages to be communicated, specific program elements to be used • Timetable and budget • Discussion of how the program will be evaluated
Press Release Types • Timely topics • Research project stories • Consumer information
Sponsorships • PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company’s contribution • Examples: – Olympics – NASCAR
Measuring Effectiveness of PR Efforts • • In-house assessment Awareness and Preference Studies Counting of press clippings Impression counts
Sales Promotion • Programs that marketers design to build interest in or encourage purchase of a product or service during a specified time period
Sales Promotions by Target • Consumers (pull) – – – – Coupons Samples Contests Bonus packs Premiums Rebates Frequency programs Brand placement • Trade (push) – – – Trade shows Incentive programs POP displays Push money Promotional products Cooperative promotions
Brand Placements • Practice of integrating specific products and brands into filmed entertainment – name brand product is used as a prop or set in TV show or movie – increase brand awareness and image • 3 types of brand placements – visual - brand can be observed on set – verbal - actor mentions brand by name – hands-on - actor uses or interacts with product
Sales promotion alternatives
Personal Selling • Occurs when a company representative contacts a prospect directly regarding a product • Critical for many push strategies, B 2 B products, products that are complex and expensive, and product requiring a “personal touch”
Types of Salespeople • • • Order takers Technical specialists Missionary salespeople Team selling Order getters
How outside order-getting salespeople spend their time each week
Approaches to Personal Selling • Transactional Marketing: The Hard Sell • Relationship Selling – Winning customers – Keeping customers – Developing customers
The Selling Process
Stages and objectives of the personal selling process
U. S. salesforce composition and change
Sales Management • Process of planning, implementing, and controlling the personal selling function – Setting Sales Force Objectives – Creating a Sales Force Strategy – Recruiting, Training, Rewarding Salespeople – Evaluating the Sales Force
The Sales Force Management Process
Organizing the sales force by customer
Organizing the sales force by product
Organizing the sales force by geography
Sales Force Compensation • • Straight commission plan Commission-with-draw plan* Straight salary compensation plan Quota-bonus plan * Commission draws may or may not be recoverable
Sales Compensation Examples
Sales Compensation by Industry
Sales Incentives • • • Leisure trips/ travel Merchandise/ gifts Recognition dinners Plaques/ awards Cash Cars, memberships, expense treatment
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