Case Study A hotel chain wanted give its new in- house, full-service spa more exposure. The marketing department got together and decided to produce: 1.A product promotion 2.An institutional promotion If you were in that meeting, describe what these two ideas might be. (on paper and keep- will re-visit later in this class)
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Case Study A hotel chain wanted give its new in-house, full-service spa more exposure. The marketing department got together and decided to produce:1. A product promotion2. An institutional promotion
If you were in that meeting, describe what these two ideas might be. (on paper and keep- will re-visit later in this class)
Review…• What are the other “ingredients” that
promotion works with?• What is the GOAL of promotion?• What are the two categories of
promotion we have talked about and what does each do?
QUIZ….CHECK YOURSELF! (and your notes!!)
*be familiar with the TYPES of product promotion tools*
Objectives• TLW differentiate between product
and institutional promotion• TLW recommend the most
appropriate promotional tool(s) for a given situation and company
Essential Question
•How do companies most appropriately promote the products/services?
PROMOTIONAL TOOLS
product• Personal selling• Advertising• Sales promotion• Direct marketing
institutional• Public relations =
publicity = ???• News releases• Social media• Company website• Community relations• Charity involvement
1. Public relations• (PR) activities help an organization to
influence a target audience.• Publicity (FREE!!)– News releases- announcement -> media– Social media- opinions, customer contact
• Influence general opinion• Create favorable public image• Re-direct problem issues
Company Website• Is easy to find and navigate• Gives an abundance of information
to consumers and potential consumers
• Ben and Jerry's website
Community Relations• When an organization SHOWS and
PROVES an interest in the community it is in.
•Chik-Fil-A•D.A.R.E•Youth football sponsors
Charity Involvement• “Cause” Marketing• What does this mean?• Why does this matter?
Activity• Back to the massage therapist…• Come up with either a community relations
event OR a charity involvement event for this new business
• Include:• A news release for the event that includes all
the details (pg. 398 in text) (grammar!!)• One promotional advertisement/poster for
the event (where would it go?)
Developing the Promotional Mix
Related Documents
