Objective Increase demand for existing customers Persuade targeted audience to change brands Develop customer loyalty.

Sage Bookstore

Objective

• Increase demand for existing customers• Persuade targeted audience to change

brands• Develop customer loyalty

• Internet• Low cost , interactive

capabilities, Easy to use

• Radio• Local acceptance, low

cost , high demographic selectivity

• Direct email • Flexibility, no ad

competition, allows personalization

Social Media • Stepping outside the box

• Sharing my Expertise

• Never stop growing my network

• Twitter Giveaways

• Leverage Linked-In

Social Networking • Save money

• Blogging

• Pay Per click

– Google.com

– Bidvertiser.com

• Video Advertising

– YouTube

– Facebook

Execution style•Persuasive

•Fantasy media –Generation X will be pulled in

–Using a media appropriate approach.

Adverising

Target market

• Generation X Latch key kids individualistic Desire a chance to learn

Budget

Objective and task Method

1. Accomplish with promotion

2. Task needed to achieve objectives

3. Cost of performing tasks

Push Pull

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

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

Public Relations

• Local Charities

• Sponsor local sport teams

• Leverage existing customers

Personal selling •Hire perso

n to help out

• Freelancer

• Intern

• Independent contra

ctor

· 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

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

Internet Marketing • Promoting sales

• More targeted

• Flexible

• More responsive

• Affordable

Telemarketing • Post card mailing

• Response cards

• Early bird discount

• Trial offer for book club

Direct-Response Advertising • Radio

• Flyers

• Newspapers

– They hear, read abut product

– Call toll-free number to place order

Public Policy • Problem

Identification

• Policy Formulation

• Policy Adoption

• Policy Implementation

• Policy Evaluation