Marketing promotion policy. Development of the image concept of the brand on the example of LLC “Flowers. Advertising planning

Modern approaches to the phenomenon of the brand, its essence and tools. Modern organizations they cannot do without communications; they need it. The purpose of this work is the development of a brand image concept using the example of Tsvety LLC. The object of the study is the promotion of the brand LLC Flowers. The subject of the study is the mechanism for developing a brand image concept.

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Any businessman knows that the correct assessment and understanding of his products by customers leads to an increase in sales revenue. The task of a communicative marketing policy is to promote the goods of a manufacturer or entrepreneur. How is the distribution of products on the market and through whom? What are the ways to successfully sell a product?

Promotion- an action that is focused on increasing the effectiveness of sales through a certain communicative stimulation of customers, contractors, partners and employees. It pursues the following goals: increasing consumer demand and maintaining positive attitude to the company. Product promotion carries out such important functions, how:

creation of an attractive image of the enterprise: prestige, innovations, low prices;
bringing information about products, including their characteristics, to end users;
maintaining the relevance of the product (service);
motivation of all participants in the product distribution chain;
transformation of the usual perception of products;
dissemination of information about the reliability of the company;
promotion of expensive goods.

The totality of all these functions can be called a complex. That is, a complex for promoting trade items is a kind of generalization of marketing tools and techniques that guarantee bringing information about the entrepreneur's products to end consumers. This set of actions consists of different methods of product promotion.

Promotion Methods- These are certain marketing techniques, means and tools that are used in order to achieve the goal of increasing sales. They are considered an integral part of a well-formed and competent strategy for advertising products or communication policy companies. There are a sufficient number of methods for promoting a product in marketing, among them there are some that are especially popular.

The main methods of product promotion - 4 components of a marketing campaign

Promotion method 1. Advertising

Advertising is a specific type of communication achieved through the commercial dissemination of information with a clear indication of the source of funding. You need to understand that advertising in general and it as a marketing tool are two different techniques.

An important function of advertising in the second case is to bring to potential consumers information about new products manufacturer. An entrepreneur can spend a lot Money for various campaigns to promote a product, but if it is not popular among buyers, then it is quite difficult to implement it.

validity;
analysis of the proposed subject of trade.

When a person does not find these provisions in the information about the product, then the benefit from advertising is likely to come to naught. The arguments by which an entrepreneur can interest consumers in his product are divided into the following types.

subjective- this is the emotional mood that appears from viewing advertising (for example, after a video about juice "Orchard").
objective- this is the specificity of the product (for example, advertising tablets "Mezim").

Communication with buyers through advertising should be exclusive and different from the presentation of information about competitive products. Uniqueness can be associated with the product, with the scenario of the communication unit or the target audience using this product. The consumer must be provided with a special product, otherwise you should not count on successful sales.

If a potential buyer remembered your advertisement, then it conveyed certain information to him, which expresses the value and effectiveness of the campaign undertaken. According to the level of perception, three types of information used in the promotion of goods can be distinguished .

Demanded information that is accessible, understandable and quickly remembered. For such dissemination of data, you can not spend big money. Advertising will work even if you submit an ad in a newspaper with several lines. So, information about writing essays and term papers the target audience in the form of students will find without much difficulty.
Random information that is not remembered or stored in memory with great difficulty. This type of information is associated by consumers with the advertising medium. That is, the future buyer must understand that even if he needs this or that product or service, he can find it there. For example, most customers who decide to replace old windows with new ones realize that they will find many offers in free advertising publications. Accordingly, the task of the window seller is to regularly submit advertisements to newspapers that are freely distributed among consumers.
Unnecessary information that the consumer ignores or annoys him. There are products intended for a narrow target audience, an overabundance of advertising of such items can unnerve other people. Sometimes the seller does not know which buyer needs his product, and which one will be dissatisfied with the often found information about him.

When a person consciously comes to understand that he needs the advertised product, he makes a decision and buys it. The purpose of marketing is to correctly identify the target audience and create a tool for communicating information about a particular product.

You do not need to make every effort and force them to buy your product, you need to correctly approach the formation of a communication campaign that leads the consumer to a conscious purchase. Advertising methods for promoting goods are quite effective if the provisions of marketing are correctly applied.

Promotion method 2. Direct sales

Conducting a dialogue between the seller and the buyer, the purpose of which is to assist in the acquisition of products, is called direct sales. This method of promoting a product does not require any financial investment and is considered to be the highest level of business formation, rather than the provision of any services or ordinary retail.

Even if all marketing conditions, but with a careless attitude to direct sales, the manufacturer will not be able to effectively promote his product. The secret of this type of implementation is that an ordinary seller not only accepts orders, but becomes an initiative earner of transactions.

We do not recommend ignoring direct sales, as this can significantly reduce profits. For example, an entrepreneur chose a good location for a commercial outlet, took a demanded product for sale High Quality, but sellers are rude to customers, not interested in revenue, and, as a rule, the level of trading operations will be extremely low.

The primary function of personal selling is to transform the sales agent into a deal maker. The formation of this type of sales of goods consists of two main aspects.

Customer orientation. This method is aimed at determining the needs of buyers and the recommended ways to implement them.
Sales orientation. The method is considered offensive, as it is aimed at aggressively obtaining deals by any means.

Pros of personal selling:

personal attitude to the consumer and the ability to give out all the information about the product;
minimum expenses that do not bring financial effect;
feedback with the consumer, allowing to make changes and additions to promotional activities.

The disadvantage of this method of promoting goods is the high level of turnover costs. The more exclusive the product being sold, the more effective personal selling.

This method of implementation brings good results in solving the following marketing tasks: searching for potential consumers and information about the market, etc. Relying on competent sales personnel for goods, an entrepreneur is able to communicate effectively with customers and quickly respond to changes in the market situation.

Promotion method 3. Propaganda

Propaganda- this is a procedure for the formation of reliable relationships with society by free use of space and time in the media. The purpose of this tool is to create a favorable attitude towards the company in order to make the most effective communication actions in the future. Propaganda concerns the entire enterprise, and in order to conduct public advertising, it is necessary to have a large amount of information about the company, including confidential information.

The most important propaganda mechanisms:

speeches: representatives of the company should be active at the opening of various event events, delivering welcome speeches at them;
Events: holding and participating in seminars, round tables, online meetings, press conferences, competitions, exhibitions, competitions .;
news: bringing good news about the company, its products, personnel to the media;
publications: newsletters, brochures, reports, articles in newspapers and magazines and other materials that can be used as a means of influencing markets to promote goods;
sponsorship: providing material and financial assistance to accompany various events: sports, charitable and other significant for the public;
means of identification: application of the company logo, business cards, uniforms for staff, uniform style of office interior, promotion advertising materials about the enterprise, development of forms with its logo, etc.

The direction of propaganda is addressed to the following subjects:

consumers: to create trustworthy business card products (including the environmental friendliness of the product) and the reputation of the company, using the method of holding public events, promotions, advertising in the media, etc.;
counterparties: for the growth of the trading network, the involvement of new customers and partners through organizing presentations, exhibitions, advertising distribution, etc. Through activities such as product presentation and contact with customers, you can get a double benefit for the company;
key journalists(radio, TV, internet, press): for free promotion of information data about new products, important events in the life of the company, using the method of holding press conferences, as well as distributing press releases, etc.;
state and municipal authorities and administrations: to participate in public and social projects and sponsor cultural events, etc.

Propaganda activities are developed and implemented in several stages.

Definition of tasks.
Selection of means of appeal.
Organization of appeals.
Implementation of events.
Analysis of results.

One pattern can be identified: propaganda prevails over advertising with a high level of market monopolization. Otherwise, according to the commercial results, the activities of the first campaign will be less effective than those of the second campaign. In any case, propaganda loses to advertising in promoting goods.

Promotion method 4. Sales promotion

The use of certain tools that are designed to stir up the interest of the target audience in response to various activities within the boundaries of marketing and communication strategies is called sales promotion. This is another tactic for revitalizing the business process.

Sales promotion is a tool for short-term market stimulation, which is not able to guarantee either a stable demand for products or attracting new regular customers. But an entrepreneur can get a result much faster from such a maneuver than from other methods of promoting a product.

Incentive tools include: brochures, diagrams, presentations, posters, souvenirs, advertising inside product packaging, calendars, exhibitions, catalogs, stickers, tables, etc.

The focus of this tactic of activating sales is addressed to the following subjects.

How to attract the attention of the buyer: statistics on the main channels

Subject	Target	Methods
Buyers	To purchase more items	promotions aimed at promoting new products; various competitions; distribution of free samples (probes); games, lotteries; demonstration of products by the promoter; loyalty programs (discount card, repeat purchase discount, etc.).
Counterparties	To influence the number of transactions in the direction of their increase	proper staff training; provision of campaign materials and related equipment for trade; provision of information, legal and other services; competition based on sales results.
sales staff	to motivate employees to attract more customers, as well as to improve the quality of service	material motivation in the form of accrual of bonuses, payment of bonuses; moral encouragement in the form of rewarding with diplomas, thanks; holding competitions among sales managers; payment for travel vouchers for employees who have no comments from the company administration; carrying out studies, retraining, advanced training, treatment of employees at the expense of the enterprise.

12 promotion techniques that will raise even “dead” sales

You already use upsells and cross-sells, regularly run promotions, offer powerhouse products, and average check not growing? Try to implement non-banal methods that will attract the attention of even indifferent customers and motivate them to buy. You will learn them from the article of the electronic magazine "Commercial Director".

What determines the methods used to promote the company's product

Promotion Campaign Objectives

The impact of promotional goals on the methods chosen can be summarized as follows. If the enterprise is faced with the task of generating information about new products, then priority should be given to advertising, and not to other types of marketing.

If the goal is to bring out the detailed characteristics of a durable product, then it is preferable to use personal selling and the sales promotion method to additionally attract customers to retail outlets, while advertising should be used in moderation.

Target Market Characteristics

The choice of methods for promoting goods is influenced by the prevalence of economic relations of the enterprise, as well as their geographical and socio-economic characteristics. If the market is small, then it is better to choose personal sales as a sales method. If products are sold within a limited region, then your method of promotion is local means. mass media. If on a national scale - national mass media.

Product characteristics

The promotion method is also influenced by product characteristics. To promote technical products, it is better to use personal selling; products intended for the mass buyer - advertising campaigns; seasonal products - enhanced sales and sales promotion techniques.

It is sometimes impractical to have a full staff of sales managers throughout the calendar year, since it is not always necessary to apply the method of personal selling.

Stage life cycle goods

The choice of methods for promoting a product depends on what stage of the life cycle this or that product is at. It is good to accompany the stage of introducing a new technical product to the market with personal sales and sales promotion, and for everyday items - with advertising campaigns.

At the stage of stagnation, marketers tend to reduce the promotion of the old product. Communicative information blocks are no longer so effective tool as they were when the product was introduced. AT this case it is better to use the method of direct sales and sales promotion.

Price

The cost of goods has a significant impact on the choice of the method of their promotion. Strengthening personal sales will require products with a high price, and for low-cost products, the tactics of using advertising are excellent.

Possibility of applying the method

The choice in applying one or another method of promoting a product depends on bringing it to the target audience. So, for example, at the state level there may be a ban on advertising a product (alcohol, tobacco). The aggravation of the problem is observed when the goods are promoted for export.

Effective modern methods of promoting goods and services

Promotion method 1. BTL events

Concept below the line (with of English language- “below the line”) carries a full range of practical activities. The term arose by chance: the director of an American firm had to approve the budget for an advertising campaign that included classic media information.

The manager considered that such events would not be enough and, under the line of existing costs, added by hand additional costs for the distribution of free product samples, promotional coupons for participating in contests and receiving gifts.

In modern reality, the buyer enjoys the presence of a wide range when purchasing the things he needs, as he has unlimited access to a large range of goods and services. For a person, the possibility of choice, the satisfaction of needs, personal positioning, the need to participate in the creation of new public goods are important.

If the target audience of the manufacturer consists of such buyers, then each time it becomes more and more difficult to develop an effectively selling product. That is why new methods play a big role in promoting a product to ensure customer loyalty. After all, they guarantee bringing a unique product to a specific buyer. BTL services have all of the above qualities, and therefore, they are actively developing in the Russian Federation.

The main tools used in the field of BTL:

competition - a procedure for promoting a product, as a result of which buyers perform specific task, show their knowledge and skills in order to take the prize of the competition;
presentation - presenting a product with a demonstration of its characteristics and specifics;
tasting - providing an opportunity for future consumers to taste the product;
distribution of advertising and information materials (leaflets, discount coupons) - the offer of special tools to stimulate sales or the design of advertising at retail outlets, which would allow the promoted product to be actively sold directly in the store.
sampling - distribution of samples (probes) of the advertised product;
lottery - an event during which a winner is randomly determined;
premium (present for the purchase of goods) - promotion of products through the introduction of a special offer.

Promotion method 2. Telemarketing

One of the new methods of product promotion, used in addition to advertising or direct sales, can be used both as programs for finding information and for its distribution. This method performs the following tasks:

networking with regular customers ;
highlighting real "leads" from public mailing lists;
direct sales future buyers by phone;
relationship use for the production of a new product;
hosting an event after the implementation of direct sales programs;
further work with "tips" for sales who were attracted through advertisements, direct selling events or through intermediaries;
establishing contacts with buyers within the boundaries of the relationship marketing program;
attract reluctant consumers by offering them new products that arouse their interest;
conducting marketing research, and the use of various surveys and surveys to further evaluate customer response to new products.

Based on this method of product promotion, it is possible to obtain a variety of information from participants, analyze it, and use information bases to develop and implement further marketing programs.

Promotion method 3. Event marketing

This is a set of ongoing activities to support the image of the enterprise and manufactured goods, to promote the brand through unforgettable and exciting events. That is, with the help of certain actions, the company is in contact with its customers, which, in turn, creates a favorable image of the company and consumer interest. Event types event marketing are presented below.

Special Events(special events): advertising tours, festivals, sports competitions, organization of city holidays, awards, promotions for the media. Such events are favorable for creating the image of the company, as well as for the formation of the reliability of the brand. As a rule, after a successful event, a positive response from the target audience follows in the form of increased loyalty to the company and a pronounced interest in the product from regular and potential buyers.
Events for partners, dealers and distributors(trade events). Such events are both business and entertainment in nature, for example: presentation, round table, reception, seminar, congress, conference, forum. The purpose of such actions is to clearly demonstrate the positive qualities of products, convey the latest goods or services to consumers, exchange experiences, find new partners, etc.
Corporate events(corporate events): celebrating state, professional holidays, anniversaries of the company, birthdays of employees, joint holidays with the team. Such events allow the director of the enterprise to become a more authoritative and respected leader for his subordinates, effectively convey the ideas of the company's administration to each employee, and show the care and attention of the authorities to the staff.

Promotion method 4. Children's marketing

Children have long been recognized as full-fledged and special consumers, and, as a result, such a method of product promotion as children's marketing has appeared. To develop such strategies aimed at the audience of the younger generation, it is necessary to deeply study its specifics.

A manufacturer of children's goods should focus on the needs of schoolchildren and younger children, as well as on the perception of the world through the eyes of a small person. For such marketing, not only quality and appearance products, but also the packaging, as well as the methods used to promote and distribute the product.

Children's needs change as the child grows psychologically and physiologically. This category of the population gives an instant reaction to any social and social changes, this feature is successfully used by marketers in the development and promotion of children's products. Consider why the younger generation is an extremely attractive target audience for marketing:

children are very emotional when buying goods that are interesting to them, they easily say goodbye to money;
often the guys manage their pocket money on their own;
children have influence over parents who buy many items for them;
the child, as a rule, retains interest in a particular brand of a particular product for a long time;
Children spend a lot of time watching TV and, accordingly, advertising.

The children's audience is more often represented not by buyers, but by users. The product for the child is purchased by the elders, but the role of the baby in making a purchase decision is significant. Parents listen to the desires of the child, assist in choosing a particular brand. As a result, when the final purchase decision children's goods voiced by the child, it is taken under the influence of the opinions of adults. Manufacturers and retailers who rely on children's marketing need to understand this.

Promotion method 5. Promotions

To become more famous, companies arrange various show programs and presentations, sponsor socially useful events, city holidays, competitions, festivals, where they widely carry out advertising campaigns and distribute free samples goods.

The manufacturer is interested in the quick response of the consumer to the actions to promote the sale of a new product. To date, promotions are the most effective method of promoting a product, it is not surprising that the number of promotional events has increased.

It is important not only to show the buyer new product, you need to do it brightly, boldly, with high quality. Such promotions should be approached responsibly, it is necessary to purchase materials, arrange transport support, order souvenirs, invite the media to review events, arrange in advance price lists, catalogs, brochures, leaflets, business cards, invitation cards, etc.

Decide which of the staff will actively offer your product to customers. Promoters are specialists who advertise products, who must have the skills of cultural communication with potential consumers. The activity of product promotion directly depends on their professionalism.

Promotion method 6. Merchandising

Merchandising refers to new methods of promoting products. Receptions of this kind can completely replace the usual seller. This technique attracts the buyer to the product right at the point of sale.

The main goal of merchandising is to make products easily accessible and attractive, as well as to simplify the procedure for purchasing them. The functions of the method are:

control over the presence of goods on the shelves outlets, taking into account the popularity of certain items;
organization of sales points and their supply with all necessary materials;
ensuring the layout and location of products, i.e. presentation of specific products.

First, it is necessary to create a commensurate stock of goods, and then they are placed in retail outlets in a certain assortment and volume. In merchandising, it is extremely important to choose and position promotional materials correctly, such as:

price tags,
stands,
booklets,
coin boxes,
posters,
hanging and floor model products.

Display of goods (exposition) is considered one of the most important methods of merchandising.

Exposition - the procedure for placing products on a specialized commercial equipment. If the display of goods is made in places that catch the eye of a potential buyer, and the packaging of the items itself has a presentable appearance, then sales of such products grow quite quickly.

Promotion method 7. Packing

The appearance of products should not be underestimated, as it plays a large communicative role in marketing.

Packaging (package) - a kind of product shell, which is a progressive and independent form of promotion. It can be used as a tool for presenting and communicating information sent through marketing communications. In today's reality, packaging is a significant means of influence through which the manufacturer communicates with customers.

Due to the fact that most of the outlets are focused on self-service, the role of the outer shell is great and has a significant impact on the degree of product promotion on the market. Packaging should attract the buyer to the product, convey its features and characteristics, assure the consumer of the quality of the product, create a good impression, etc.

An important role is played by increasing the income of buyers. As consumers become more affluent, so does their willingness to pay for quality, reliability, brand, convenience, and even better packaging.

The manufacturer himself understands that good packaging helps in advertising the product, in recognizing the brand. A creative and innovative approach to the development of packaging also brings benefits to the manufacturer in the promotion of goods, and allows the designer of the company to realize his creative ideas.

Promotion method 8. Film merchandising

When designing and developing packaging, the manufacturer often focuses on one or another movie or cartoon character, as well as on any items that are widely used by them. It is extremely effective to use film brands in the product market.

Against the background of a certain figure of a character from a movie, promotion of goods gives a certain advantage to the manufacturer. This reduces the cost of launching new products and significantly reduces the time to market for new products.

Due to the fact that on-screen characters are widely known and recognizable, consumers quickly remember trade marks using movie brands to promote their product.

An example of cinema merchandising (the figure of the Hulk in mall, Bangkok)

Expert opinion

Features of promotion through event marketing

Sergey Knyazev,

general producer of the Knyazev group of companies, Moscow

When there is a need to increase sales everywhere throughout Russia, then you need to hold a mega-event in the capital of the country, which would cause a resonance in the federal media, or organize a series of actions in largest cities Russia. The budget for measures to stimulate the sale of products in the country will amount to 25-100 million rubles, to promote goods in the territory of a particular region - 2-20 million rubles.

The main items of expenditure: coordinating events with the city administration, finding a venue for them, developing a script, technical support (light, sound, monitors, special effects, etc.), preparing props, costumes, scenery, inviting the media, artists, well-known public figures people, etc. We must not forget about secondary costs, depending on the specific theme of the action.

The result is not at all difficult to determine and fix: set the level of sales before and after the event. The results can be calculated both as a percentage and in units of goods sold. Applications are a good indicator, evaluate the number of orders for a product (service) before and after the event.

Complete a survey sales representatives and dealers of your company, they will see changes in the increase in demand for your product like no one else. For example, our company organized a fireworks festival to establish the Sharp brand in the market.

The festival gathered half a million people, various media covered the event in their publications. After the holiday spent on a grand scale, many retail chains Selling products from this manufacturer saw a sharp rise in sales of Sharp products. The result of this event was preserved for quite a long time.

The main methods of promoting goods on the Internet

Create your own website

Almost any company has its own web resource, the address of which it actively distributes on the Internet. On the site you can find the full amount of information about the work of the enterprise, prices for products or services, contact information, etc. Often a web resource is made in the form of an online store. Within its framework potential client it is proposed to choose one or another product, look at the characteristics declared for it, consumer reviews, buy products with home delivery. Modern sites are equipped with a callback service.

SEO optimization

SEO optimization is a set of actions that are used to increase the rating of a company's website when its content is indexed by well-known search engines such as Google, Yandex, Rambler and others. The purpose of this technique is to increase the number of visits to the company's website and, accordingly, the number of future buyers.

banner advertising

Banner and contextual advertising is pretty effective method promotion of goods on the Internet. An ad in the form of a banner, i.e. a graphic drawing with a link to the company's web page, placed on resources with a large number of visitors, is extremely effective for product promotion.

Such popular and active sites, in addition to bringing useful content to people, are large advertising platforms used by various companies to promote their products. Such information attracts potential consumers, arouses interest in a new unique product, thereby provoking a purchase.

contextual advertising

This type of advertising is also widely used to promote a product. It works effectively and quite simply: information about your company or a new product is displayed on specialized sites whose target audience matches the theme of the advertised product.

Viral Marketing

Viral marketing is the active dissemination of the information you need through the Internet. In a couple of hours, a huge number of users can learn about your product or about a planned company event. This method of product promotion is widely used by entrepreneurs.

The effectiveness of this technique does not need to be proven. The main advantage of the method: the absence of financial costs, since information goes to the people without the involvement of specialized advertising agencies. The person who received such an advertisement is already favorably disposed towards it due to the fact that it came from the same user.

Social networks

SMM promotion is an excellent method of promoting a product on social networks. These Internet platforms contain a huge number of users, therefore, by advertising themselves and their products using SMM, the company will definitely find a target audience that will increase sales of a particular product. You can engage in marketing in social networks for a long time and completely free of charge.

E-mail newsletter

Email marketing is also a popular and effective method of product promotion. Product advertisement messages are sent to addresses Email Internet users. Such emails contain information about planned events, contests, discounts, promotions, bonuses, etc.

Companies using this method of product promotion should not forget that users must first agree to receive such mailings.

How not to fall into spam: 10 secrets of competent e-mail marketing

Expert opinion

Free advertising can be better than paid advertising

Kirill Redin,

General Director of the trade and production company "Octopus-DV", Khabarovsk

In 2011, our company developed high-quality selling texts and distributed them on such free advertising platforms as "From Hand to Hand", "Pulse Price", "Goods and Services", etc. Sales increased 3-4 times, which amounted to about thirty doors per month. During this experimental period, we did not serve other advertising than in free publications.

Previously, we searched for buyers in construction site chats, where users shared with each other successes and failures in repairs, choice of materials, brand evaluation, etc. The manager of our company started a correspondence and talked about high-quality inexpensive doors that he installed at home . Entering into such dialogues on 25-30 specialized sites, we were able to sell 4-8 doors per week.

Flaws. Time costs. At least one supervisor is required.

What are the methods of promoting a product to the market with minimal costs

Method 1. Exhibitions

A great way to advertise your company among competitors and consumers is to participate in an exhibition. To do this, you do not need to rent an expensive site, install a stand. Think about how you can creatively and effectively participate in the exhibition, while getting the maximum amount of data on potential partners and customers, as well as expressing yourself.

Carefully review the invitation of the exhibition organizers and the venue, look for a low-budget way to demonstrate your activities. It is enough just to place the name of the company in the event catalog or on the website. You can rent a couple of square meters at the entrance to the exhibition, hire a teenager who will distribute tasty or healthy little things, accompanying them with business cards with your company's contact details.

Method 2. Press Releases

A good way to promote your product is to issue weekly press releases about the work of your company. You should not make them very voluminous, enough text on half an A4 sheet, accompanying it with a few key phrases about the company.

Informative occasions for press releases about the company must be sought throughout the week. Organize the data collection and processing scheme. Post articles about the company in all sorts of ways: websites, a corporate publication for regular consumers, newsletters, ads in trading floor etc.

You can register your message for free in the press release directories. Be active in sending company news to various publications in your area, both print (newspapers, magazines) and online media.

Method 3. Cases

Cases are called success-story or case-study, they differ from each other in nature, but the essence is the same - to demonstrate to people of your target audience on a specific example how to solve their difficulties. It is better to write the narrative according to the schemes: “problems – solutions – effectiveness”, “unsatisfactory DO – great AFTER." Such stories are interesting to users.

Plots should not be presented automatically and dryly, they should be humanized. Need to write stories plain language, imagine that you are addressing a story to your friend. The main thing in such narratives is not to set the goal of increasing sales, you simply report some events and show how you got out of this or that situation, while the other person is suffering. In this case, you do not impose information, you share it.

Method 4. Reviews

It is imperative to collect feedback from your customers from the moment you first started doing business. If your client is a well-known enterprise, then include it as an example in your advertising campaigns.

Product promotion is an integral part of marketing and is the activity of planning, implementing and controlling the physical movement of materials and finished products from their places of production to places of consumption in order to meet the needs of consumers and benefit themselves.

Product promotion includes:

Formation of a policy in the field of sales promotion

Product promotion;

Selection, planning and management of sales promotion tools (pre-order sales, advertising - information activity, the art of marketing, packaging business);

Coordination of activities of sales agents;

Establishing contacts with the media, advertising agencies;

Development of samples, exhibition materials;

Establishing company relationships with individuals, public organizations, information exchange, etc.;

Advertising of products and activities of the enterprise is the most important part of the complex of marketing activities, its connection with consumers. When properly organized, advertising is very effective and contributes to the rapid uninterrupted sale of products. Advertising is a way of forming a certain idea about the consumer properties of goods and types of services in order to sell them and create demand, a type of communication between the producer and the consumer.

Advertisers include manufacturers and suppliers of goods and services, government agencies, clubs and societies, and individuals - in other words, anyone who wants to communicate something and pay media owners for it. Marketing deals with advertising, the purpose of which is the sale of goods and services, but these principles are equally applicable to government agencies wishing to advertise any public services.

While advertisers may deal directly with media owners, they generally work through advertising agencies. The chart shows different types of agencies, from those who simply charge a commission for providing space or time to the media, to those who offer a full range of marketing, market research and other services. advertising services. Depending on the services offered, the agencies have a staff of appropriate specialists (typists, artists, cameramen, printers, etc.). Communication between the agency and its client is carried out through the person responsible for the implementation of the advertiser's goals.

The media are divided into different types: print, audiovisual and street media. Each type differs in its ability to perform a specific advertising task (a specialized magazine gives more detailed information than television, but television will attract the attention of a much larger audience). The choice of the media is made in such a way that it is the most suitable for achieving the purpose of advertising, but at the lowest cost.

Finally, part advertising system there must be the market itself and its constituent potential buyers. Understanding the buyer, his needs, situation and knowledge of what media he prefers, is an essential prerequisite for planning advertisements, which will allow with most efficient reach the target consumer.

The tasks of planning advertising campaigns include determining the goals of advertising, probable consumers, product properties, characterizing the media, creative strategy, selecting and evaluating media costs (media planning), ensuring the preparation of advertisements, launching the campaign, analyzing its results.

These goals are closely related to the buyer behavior model.

This model assumes that consumers go through various stages, from “awareness” (of a need), “knowledge” (of a product that will satisfy a need), “liking” and “preference” (for certain brands) to “conviction” (that this particular product is better) and “purchases”. Subsequently, they experience “satisfaction”, which the advertiser seeks to “reinforce”, or “dissatisfaction”, which the advertiser seeks to overcome.

Thus, the advertiser must determine what state his target consumers have reached (through market research, of which the product life cycle concept is a part), and set advertising goals accordingly, that is, in the case of a new product, “awareness” and “knowledge” should be maximized. what it can do, and in the case of an established product, it is necessary to reinforce the “preference” of the brand and “remind” regular consumers of it.

Advertising objectives should be quantified. For example, if an advertiser establishes through market research that 30% of the market is aware of his product and 10% are trying to purchase it, he can define the following advertising objectives: after three months of the campaign, 50% of the market should be aware of the product and 15% should want to her. The success of the campaign will thus be determined by how these goals are actually implemented.

The next step is to identify potential consumers. Having established the objectives of advertising, it is necessary to determine the likely consumers, taking into account their attitude towards alternative media.

The “consumer image” should contain the following data: age, gender, social position (class), income, geographic location, family size, attitude towards the product, company, advertising, etc., reading newspapers and magazines, watching TV shows.

Industrial buyers are divided into three groups: those who influence the purchase, those who think about buying, and those who make the purchase.

For example, technical information about the new machine will be brought to the attention of engineers through specialized magazines, financial information about the machine for financial managers through the business press.

The third stage is the definition of those characteristic properties of the product, which should be reported. These properties may be of a physical or technical nature, or (in the case of many consumer goods) expressiveness or image. Universal properties (USP - Unique Selling Points) are the basis on which the designer makes illustrations, etc.

An important point in promoting a product for retail consumers is the way in which the product is presented for sale (including packaging, display cases, etc.). For example, own window blocks installed in a store can be a good advertisement.

Sponsorship is becoming more and more popular as a way to promote a product. It involves the participation of the company in the costs of holding a mass event (concert or sports competition). Often the sponsor provides large cash prizes to the winners. Sometimes a sponsor funds teams or individual players.

The goals of sponsorship are:

Good awareness of the product or service;

Associating the image of a sport with products;

Providing awareness not otherwise possible (eg Embusy sponsors a snooker event, achieving wide television coverage even though tobacco advertising is prohibited on television).

For wholesale customers, it would be advisable to use branded souvenirs, mailing promotional and informational letters, holding presentations and press conferences. On the eve of the New Year, we will conduct a mailing of congratulations, which will include:

Postcard in corporate style;

Booklet format A 4, 2 folds, where the company logo, photos of production and products, prices, address plan and other information will be placed.

We entrust the design and printing of products to the printing house Platina LLC, the minimum printed lot is 1000 copies, the prices for these types of work are given in table 11.

Table 11

Prices for printed products

Leaders construction companies Krasnoyarsk we will make gifts - pens with company symbols, the minimum circulation is 50 copies. The price of 1 pen is 700 rubles, the application of the corporate logo is 100 rubles, the cost of the batch will be 40,000 rubles.

Total expenses for congratulations for the New Year corporate clients will amount to 64,000.00 rubles.

During the year, we will provide for the cost of presentations for corporate clients. We will hold 3 presentations a year. The cost of 1 presentation is 87,000.00. It includes the distribution of booklets, souvenirs, a banquet for 20 participants. During the presentation, the leaders of construction companies will get acquainted with the production, learn about the capabilities of the products. The annual budget for the presentation is 261,000.00 rubles.

It is also necessary to participate in industry fairs once a year. The cost of participation in the fair is 120,000.00 rubles.

"Any whim of wood!"

“Wood is GUT, plastic is KAPUT!!!”

"Thick Russian windows"

9. Promotion of goods (services)

9.1. Promotion Features

Promotion - any form of communication for information, persuasion, reminders of goods, services, social activities, ideas, etc.

The most important promotion functions:
- creating an image of prestige, low prices, innovations,
- information about the product and its parameters,
- maintaining the popularity of goods (services),
- changing the way the product is used,
- creating enthusiasm among sales participants,
- persuading customers to switch to more expensive products,
- answers to consumer questions,
- favorable information about the company.

Promotion goals: to stimulate demand and improve the image of the company. Specific actions depend on the so-called impact hierarchy (Table 9.1).

Table 9.1

Their role in consumer and industrial marketing are somewhat different (Table 9.2).

Table 9.2

Places according to the importance of types of promotion

If a marketing research are intended to “listen” to the consumer, then promotion is the second half of the dialogue (see Fig. 35).

Rice. 35. Roles of research and promotion in marketing

9.2. The composition and main provisions of the theory and practice of advertising

The concept of coding is as follows. Advertising message transmission media (television, press) have specific features that can distort the message, introduce “information noise” into it. Therefore, a certain optimization of the influence of individual messages is necessary, taking into account the external environment of the recipient.

Promotion should be considered as an integral part of the marketing mix. Advertising refers to competitive brands of products. Therefore, it would seem that with its help it is necessary to try to increase sales of this particular product. However, the progressive element of promotion is the promotion of the entire firm, not its individual brands. Since the company can use different types of promotion, this promotion contributes to the promotion of individual brands of goods. Each type of promotion is designed for a specific target audience. But each of these promotion campaigns must be considered as part of a single whole.

Studies have shown that advertising is more effective if:
- the product is standardized,
- there are many end users,
- typical purchase of a small size,
- sales are carried out through the channels of intermediaries, and not directly,
- important support service,
- the product has a premium price (or premium quantity),
- the manufacturer has a significant profit per ruble of sales,
- the manufacturer has a relatively small market size and/or excess production capacity,
- Most of the manufacturer's sales are new products.

In general, in promotional activities There are three main groups of actions:
- informing (message that the product exists and what its qualities are),
- persuasion (calling favorable emotions, forming a position of product recognition, switching consumer decisions to purchase it),
- maintaining loyalty (fixing existing consumers as the main source of future sales).

To ensure all this, a single process for managing advertising activities should be carried out (Fig. 37).

9.3. Advertising in industrial marketing

Advertising in industrial marketing has its own characteristics. In many ways, it is carried out through personal contacts, it requires more information. These campaigns last a longer period, the budget of advertising campaigns is relatively smaller (per unit of sales). A campaign typically targets 6-7 individuals in each buying organization, and so on.

9.4. Development of a message (message)

The main message in advertising is usually based on the specific benefit with which the advertiser identifies the main advantage that distinguishes his product from that of a competitor. The advertiser will seek to find a "Unique Selling Proposition" (USP) (Unique Selling Proposition - USP). It may be based on physical or intangible characteristics of the product. On the other hand, SCP can be based on the psychological aspect: fear (insurance of financial transactions), guilt, positive emotions (love), humor. It can also be based on certain associations (Pepsi Cola and Michael Jackson).

Moreover, if the product is practically similar to similar competitors' products, then the firm may try to explain its merits more intelligibly than competitors, for example, to differentiate its style of advertising and thereby create an “extra value” in advertising effectiveness.

It is believed that an advertising campaign should be built in two stages:
- attracting leaders public opinion;
- attraction of the bulk of potential consumers (it is necessary to take into account typical groups of consumers at different stages of the product life cycle).

The message can be contained not only in a speech or video sequence, but also in something that was silent, but it is quite eloquent.

The choice of message must necessarily take into account the need to convince the recipient. Experts usually recommend a certain concentration on the central selling proposition. Strength advertising campaign depends on the strength of the main idea embedded in it. This idea should be:
- well-defined and rich;
- clear and simple;
- plausible for the recipient;
- resistant against opposition;
- related to the needs of the consumer.

The actual application of marketing techniques may differ significantly from theoretical provisions. Thus, it is considered an axiom that any marketing decision should be based on marketing research. However, there are situations where it is literally difficult to follow. For example, a competitor abruptly changes its strategy, retaliatory actions should follow in a few days. There is simply no time for marketing research, and decisions are made largely intuitively.

Real ("rough") marketing, therefore, is based on the inclusion of a large number of intuitively estimated factors due to incomplete information and lack of resources. Therefore, when developing advertising messages, success will largely depend on the plausibility of modeling the average consumer.

In theory, the selection of a message transmission medium should be a process of selecting the most cost-effective medium to achieve the greatest coverage and number of representations. Usually both of these dimensions are evaluated. Advertising must reach the maximum number of target audiences. It is usually difficult to master the last percentages of this mass: the cost of cumulative coverage is described by an exponential curve. Thus, the coverage decision in practice represents a balance between the desired full coverage and the cost of achieving it.

Even with high coverage, a single presentation of advertising (“Opportunity To See” - OTS) is not enough to influence the recipient. It usually takes an average of about 5 OTS to reach the required degree of exposure to the level of recognition and attention switching to the advertised brand of goods. To achieve five OTS, even with 70% coverage of the target audience, 20-30 press releases at the national level may be required. The frequency of presentation is a function of campaign time. 12 posts in a year or 12 posts in a week is not the same thing. It is often considered expedient to present information in “rollups” or “waves”.

The main types of message media (in order of importance):

The press can be divided into the following sectors: national newspapers, regional newspapers, magazines, professional and technical literature.

Posters (road posters), radio and cinema are the least attractive communication media due to their specificity.

Research in England determined the positioning of various information environments (Fig. 38).

9.5. The work of advertising agencies

Traditionally, such agencies perform three main functions:
- taking orders,
- creative work,
- purchase of communication medium.

Additional functions:
- production,
- control,
- administration,
- marketing research,
- marketing,
- “public relations”,
- direct mail,
- promotion.

A typical agency organization is shown in fig. 39.

The hallmark of most advertising agencies is their creative art. To achieve this, large agencies must have certain creative specialists:

Text writers prepare texts and scripts, often being sources of original ideas. The visual element of the advertisement is prepared by artists who are commonly referred to as visualizers. They work hand in hand with the lyricists, sketching the lyrics. Usually they do not produce finished art work, for which professional photographers, illustrators, etc. are invited. Producers are needed in television, radio or cinema. They ensure relationships with external partners in order to comply with all commercial conditions.

From the client's point of view, a typical ad creation process goes through a series of stages:

The order is usually made in a standard form, which is agreed upon completion by the client with the agency responsible for accepting the order and the executive artistic director(visualizer) (Fig. 40).

Acquiring a presentation environment also involves a number of steps:

9.6. Advertising planning

As for all types marketing activities, advertising must establish its goals, including:
- who and where (target audience, its percentage coverage, message environments);
- when (balancing in time of separate parts of the campaign);
- what and how (the essence of the message and its presentation).

The most important aspect of the plan is that it must be quantified, including the results (in particular, awareness and shifts in the audience's position on the recognition of the product).

The budget for an advertising campaign is usually determined based on experience. Most popular approaches:
- if possible (depending on the individual costs and the required profit);
- as a percentage of sales;
- based on parity with competitors;
- by goals and objectives (calculation of the necessary costs).

A survey of companies in England showed that three approaches are most often used in practice:
- percentage of sales (44% of companies);
- estimates of production costs (21%);
- by goals and objectives (18%).

The process of advertising research is usually subject to the same rules as other marketing research: the time and channel of turning on the TV, memorization of an advertising message on TV and in newspapers are investigated. “Spontaneous awareness” is measured by the proportion of those who remember the brand without any other promotion. “Promotion Awareness” is measured by the proportion of those who recognize the brand when presented with it.

Brand recognition is measured by the number of those who changed their position as a result of advertising company. And, finally, an integral indicator is the increase in sales after such a campaign. Trial marketing is also used to compare different campaigns in different regions.

An effective method for studying the effectiveness of advertising in the press is the system of coupons - discounts upon presentation of a coupon in a newspaper. Thus, it is possible to evaluate the effectiveness of advertising by publication, release time, placement of information, etc.

One aspect of advertising planning is the choice of an advertising agency. The following order is recommended:
1. A clear definition of needs and goals.
2. Desk search - selection according to directories and based on your own experience.
3. Statement of the task - optimal benefits, key questions.
4. Narrower search - narrowing down alternatives to two or three agencies.
5. Real choice.

9.7. Legal aspects of promotion

Legislation regulates the activities of promotion firms. The range of these requirements is quite wide: from the prohibition of billboards in certain places to the requirement for popular personalities advertising certain products to actually use them.

There are five main ways legal protection consumers and competitors from unfair promotion:
- providing complete information;
- the confirmation;
- termination orders;
- corrective advertising;
- fines.

Providing complete information requires that the consumer has all the data necessary to accept right decision(composition of the product, consequences of use, etc.).

Verification requires that the firm be able to prove all claims it makes, including through rigorous testing.

Fines can be levied to the treasury and in the interests of specific consumers.

9.8. Direct and Interactive Marketing

Direct marketing (direct-marketing) consists of direct (interactive) communications with a selected specific buyer, often in the form of an individualized dialogue, in order to get an immediate response.

Main forms of direct marketing:
- personal (personal) sales - direct interaction with one or more potential buyers in order to organize presentations, answer questions and receive orders;
- direct mail marketing - includes postal mailing of letters, promotional materials, booklets, etc. to potential buyers at addresses from mailing lists;
- catalog sales - the use of catalogs of goods sent to customers by mail or sold in stores;
- telephone marketing (telemarketing) - using the telephone as a tool for direct sale of goods to customers;
- direct response television marketing - marketing of goods and services through advertising television (or radio) programs using elements feedback(usually a phone number);
- interactive (online) marketing - direct marketing carried out through interactive computer communication services in real time.

Companies using direct marketing closely monitor the relevance of the marketing proposal to the needs of a narrow segment of consumers or an individual buyer.

Many companies, when using direct marketing, focus primarily on the conclusion of individual transactions. Recently, however, more and more companies are turning to direct marketing to achieve not only a more effective reach to target consumers, but also to create stronger, longer-term and individualized relationships with them (relationship marketing).

According to most experts, the transition from mass marketing to individual marketing is associated with changes taking place in the household, with the emergence of technologically complex products, new ways of making purchases and paying for them, with intense competition, with the development of additional distribution channels and new information technologies.

The following are the main differences between mass and so-called individual marketing:

Mass Marketing	Individual Marketing
Average buyer	Individual buyer
Buyer anonymity	Focus on a specific customer
Standardized item	individual market offer
Mass production	Customized production
Mass distribution of goods	Individual distribution
Mass promotion of goods	Creating individual incentives to buy
Unidirectional product message	Bidirectional product message
Emphasis on scale	Emphasis on the depth of coverage
Coverage of all buyers	Beneficial Buyer Reach
Market share	Share among buyers
Attracting buyers	Customer retention

In direct marketing, detailed information about the individual consumer is the key to success. Modern enterprises create special databases about buyers, which are an array of detailed information about individual (potential) buyers, including geographical, demographic, psychographic, as well as data on the characteristics of purchasing behavior. Such databases are used to find potential buyers, modify or develop products according to their specific needs and to maintain relationships with them.

Database marketing is the process of creating, using, maintaining customer databases, as well as other databases (about products, distributors, sales, etc.) in order to carry out sales transactions and establish relationships with customers.

Companies use both separate forms of direct marketing and integrated direct marketing, which may include all forms. One of the schemes of the integrated system MSP (Marketing and Sales Productivity System) is shown in fig. 41.

Rice. 41. Information Support direct marketing

A relatively new and rapidly developing form of direct marketing today is interactive marketing and electronic commerce. Interactive marketing has gained such popularity for the following main reasons:

Other benefits of interactive marketing include:
- Possibility of using it big firms, and small;
- practically unlimited electronic (as opposed to, for example, printed) advertising space;
- fast enough access and copying of information;
- as a rule, confidentiality and speed of electronic purchases.

In addition to the advantages, modern interactive marketing has some disadvantages:
- limited access of buyers and, consequently, the volume of purchases;
- some one-sidedness of demographic and psychographic information about buyers;
- randomness and information overload in global networks;
- Insufficient security and secrecy of data.

9.9. Sales promotion

Key characteristics of this type of promotion:
- effectiveness for a relatively short time;
- direct impacts on sales potential, distribution channels, consumers or a combination of these groups;
- use for specialization of some specific actions.

Sales promotion encompasses a broad area of opportunity. To those given in Table. 9.3 should also add sponsorship (for example, for sporting events).

Table 9.3

Types of Sales Promotion


		indirect		indirect		indirect
Consumer	Price reduction	Coupons Vouchers Monetary equivalent Competition	Free access Premium Purchases free gifts	Coupons Vouchers Monetary equivalent Competition	Guarantees Group Participation Special exhibitions and performances
Trade	Instructions to dealers Loyalty schemes Stimulation Shopping in the whole range	Expanding credit Deferred payment Returns Coupons Vouchers Monetary equivalent	free gifts Trial purchases	Coupons Vouchers Monetary equivalent Competition	Guarantees Group Participation free service Risk Mitigation Scheme Education Special exhibitions, demonstrations Reverse trade schemes	Coupons Service vouchers Competition
Sellers	Bonds Commission	Coupons Vouchers Point systems Monetary equivalent	free gifts	Coupons Vouchers Point systems Monetary equivalent	free service Group Participation	Coupons Vouchers Service points system Recognition of accidents Competition

The main advantages of sales promotion:
- sales growth is the main short-term benefit;
- specific target audience;
- a clear role;
- indirect roles - the ability to use to achieve other goals.

Flaws:
- short duration of impact;
- hidden costs;
- the possibility of conflicts with advertising representations;
- price cutoff - an opportunity for buyers to expect lower prices in the future.

Targeted incentives include:
- price reduction;
- coupons (purchases or services on obligations with a price reduction);
- financing of the following purchases;
- credit;
- seasonal price reductions.

Non-price incentives:
- competition of buyers (lotteries);
- personal promotion;
- free gifts (the possibility of additional free purchases);
- presentation of samples of new products for trial operation.

9.10. Public relations

Public relations (public relations, PR) is a range of programs whose purpose is to promote and (or) protect the image (image, prestige) of a company or individual products.

Publicity (propaganda) is a type of public relations and is defined as the non-personal and non-remunerated promotion of demand for a product, service or activity through the placement of commercially important information in print media or a favorable presentation on radio, television or from the stage.

One of the most important tasks of PR is to maintain contacts with key journalists in their respective fields (press, magazines, radio, TV). It is essentially a process of “investing” (results will not appear instantly). First of all, these are messages about new results, new products, demonstration of such new products at business meetings, lunches, conferences using communication technology. It is advisable to create certain press centers in firms.

Corporate PR tools include:
- communication with shareholders;
- advertising;
- communication with local communities;
- sponsorship;
- Exhibitions.

Exhibitions allow you to get a double effect: product demonstrations and personal contacts. Therefore, exhibitions should be carefully planned based on objectives, theme selection, placement and design.

Goals should consider retaining existing customers and acquiring potential ones. This can be illustrated by the matrix in Fig. 42.

Rice. 42. Goal matrix for public relations

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