1. 5.03 Coordinate
Promotional efforts
SEM II

2. Consider the audienCe
 Implementation of the  Pull Strategies are
push or pull strategies directed towards
customers to increase their
will depend on the interest and demand for
identified target market products. Customers will
 Push strategies – used by “pull” or convince retailers
a manufacturer to convince to carry the products.
or “push” retailers to carry Relies heavily on
and promote products in advertising.
their retail establishments.
Relies heavily on personal
selling and sales promotion

3. Consider the audienCe (Continued)
 Primary target markets  Audience includes:
are the core group of  Influencers. Example: A teenage
consumers on which daughter who wants a ticket to a
promotional efforts are concert.
focused.  Decision-makers. Example: The
parent that will be deciding on whether
 Secondary target the purchase of the ticket will occur.
markets are consumers  Followers. Example: The friend who
who occasionally will accompany the daughter to the
purchase the product concert.
because of one  Purchasers. Example: The parent
identifying factor. who will pay for the ticket.

4. IdentIfy objectIves
 Inform consumers of the product
 Persuade the consumers to purchase the
product
 Remind the consumers of the availability
and benefits of the purchase

5. dIscuss the promotIonal mIx
 Should be  Product life cycles
 Consumer segmentation
interdependent and  Current market
utilize several characteristics
promotional tools  Consumer decision-making
process
 Marketers should
consider the
 Needs to be
following when reviewed to ensure
selecting companies are
promotional tools: reaching their
intended audience

6. methods of desIgnIng the
promotIonal budget
 Budget allotments  Imitation of
 Determine current competitors
budget as a stand-  Budget is set up to
alone budget, aside mimic competitors
from the entire
organization’s budget
 Budget from previous
year and future issues
are not taken into
consideration

7. Methods of designing the
proMotional budget (continued)
 Proportion of  Activity-based cost
revenue method
 Allocation of budget  Set objectives,
based on percentage determine the costs
figures and work within them

8. develop a Media strategy
 Media is selected based on target market
 Advertisers must look for creative ways to
reach their audience and uniquely position
their product due to advertising clutter
 Venue advertising has increased as
changes in technology allow for frequent
changes to signage and sponsors

9. develop a Media strategy
(continued)
 Product demonstrations and on-site
displays are growing in popularity
 Usually set up as pre-event entertainment
 Internet offers new and innovative ways to
promote products
Hospitality

10. Develop a MeDia Strategy
(continueD)
 Product demonstrations and on-site
displays are growing in popularity
 Usually set up as pre-event entertainment
 Internet offers new and innovative ways to
promote products
Hospitality