Promotions
Promotions Defined

Communication designed to facilitate
exchanges with members of potential
client groups by communicating the
benefits offered by the program/service.
Promotions Mix
Advertising
Sales
Promotions &
Incentives
Personal
Selling
Publicity
Sales Promos & Incentives

Something of financial value offered to
encourage participation in a program or
use of a service….intro stage of lifecycle
Sales Promos & Incentives
Promotional Pricing
2 for 1
Half price
Buy 5 get 1 free
50% off
Pepsi Cans
Family nights
$.99 night
Danger:
-Expect promotional
price – reference
price
- Sales drop after
promo
Free offers
Free first lesson
Child free
Passes
Trial size
Prizes
T-shirts
Giveaways
Contests
Door prizes
Celebrities
Openings
Endorsements
Use fame to
enhance image
Personal Selling

Using direct, face to face oral presentation for
the purpose of facilitating exchange
Sales…

Sponsors

Service clubs

Every day participants

Media
Personal Selling


Expensive but allows for relationship marketing
 Build relationship with the customer
Allows for benefit selling
 Can create new benefits to offset negativity
toward product
Publicity

Unpaid form of non-personal

Examples….
communication, in which the agency
is not identified as being the direct
sponsor of the communication.


Photo or story in the paper
Radio news story
How to Get Publicity


Story is ideal for a particular
format

Special interest

Section specific
Story will be interesting to the
audience

Marbles tournament - nostalgia
How to Get Publicity


Use carefully selected gimmicks

T-giving on the Mayflower

Waterslide races

Bald is Beautiful Party
Newsworthy story….
The Newsworthy Story

Timing

Milestones

Public scope

Controversy

Recognized

Neighborhood Factor
achievement

Large interest base
Area Influence

Human Interest

News Releases

Top information



For Immediate Release
Date
Contact name, title, phone

May differ from last paragraph
2011
News Releases

Headline

10 words or less




Normal apartment-building boom may slow
Sustainability committee progressing on campus
ISU Runs Past Western
To the point, not “pun”ny

Take A Glance At ISU Head Coach Career
2011
News Releases

Opening paragraph

Summary lead

5 W’s & H




Who, what, when, where, why, how
Summarize the news release
Following paragraphs provide detail
The hook – what will interest them?
Hook
News Releases

Body


Inverted pyramid
NO FLUFF

any and all self promotion which in turn makes
your press release sound like an advertisement




“Want to have fun and meet new people?”
Join us for this fun, fabulous event…”
“The biggest event ever”
Quotes…
News Releases

Closing paragraph

Critical contact info
News Releases

Design issues





8.5 x 11 paper
1 inch margins, double spaced
1 sided paper…electronic submissions
-more###
News Releases

Misc info




Keep it to 400-500 words
Make the information interesting, factual, and
newsworthy
Keep it short, succinct, and simple
News release campaign

Find a new angle each week
Public Service Announcement

Broadcast Media

PSA’s vs. news releases

Format




Fluff vs. fact
All caps
Double spaced
Length



10 sec – 10-15 words
30 sec – 53-65 words
60 sec – 120-125 words
See Deep Sea
Adventure
example
Assignment

Write a news release for your selected
program

Write a PSA for your selected program

Due Thursday
Advertisement
Advertising

Difference between advertising &
publicity

Which is more credible? Why?

Which do you have more control over?
Publicity v. Advertising

Publicity




Free
+/No control
Limited means

Newspaper, radio, TV

Advertising




Paid
+
Full control
Multiple entities…
Examples





Banners
Street poles
Electronic message
boards
Dasher boards
In-ice or on-field
messages





Courtside messages
Scoreboards
Superimposed ads
for television
Logo placement
opportunities
Restroom boards
Media Considerations

Preferences of target market


Product


Corvette vs. Domino’s pizza
Message


Students vs professors
Simple vs complex
Cost….reach, frequency, size/length
Reach vs. Frequency

Potential to produce exposure to a
Reach
message in a target audience segment

Unduplicated portion of the population
that is exposed to a message at least
once during a 4 week period
Dictate cost!
Reach vs. Frequency

# of times within a 4 week period
Frequency
that the average person in the TM
is exposed to the message
Dictate cost!
Newspaper




Broad reach for a
variety of target
markets
Allows for in depth
examination
Coverage is timely
and flexible
Repetition needed

Sense of immediacy

Local emphasis

Longevity in
household for repeat
reference

Small secondary
circulation
Newspaper

The paid stuff

Classified ads


Car Show, Craft Fairs
Display ads

Examples
Newspaper

The paid stuff

Choice of days

Days your agency is open (Hobby Lobby)

Monday – male

Wednesday – female

Friday – entertainment

Sunday – highest circulation

Saturday – lowest circulation
Newspaper

The paid stuff

Costs

Column inches


Size (example)
# of
inches
Cost per column inch…
# of columns
Newspaper

The paid stuff

Costs

Ad stacking

Quantity discount

Placement request cost


Front half, right side, above the fold
Color…weather page
Newspaper

The paid stuff

Ad design tips

Strong headline

Include a border – makes sm. ad look
bigger

Include address & phone #

Show pic of product or logo
Newspaper

The sponsored stuff

Inserts



Sports Plex
Octopus
The free stuff

Publicity


News releases
Stories
Media Buy Sheets
Date of the event:__ May 1_____________
Run date
Sunday,
April 25
Monday,
April 26
Monday,
April 26
Media outlet
Run times/
locations / shows
Pantagraph
Unspecified
Pantagraph
Unspecified
Vidette
Unspecified
Registration deadline if applicable: ___NA________
# of ads
per time
slot
Size/length of ad
2 x 4 column
inches = 8
2 x 4 column
inches = 8
2 x 4 column
inches = 8
Cost per ad
Total Cost
per time slot
1
8 x $66.18 $529.44
1
8 x $58.19 $465.52
1
8 x $11.55 $92.40
Television

Most able to invoke
emotional responses,
believability, trust

Cost…




Immunity of
exposure…requires
creativity
Good physical
demonstration

Maximum reach but
$$$$$
Trade-off between
cost & effectiveness
WMBD eg.
Television…Good commercials

Entertaining &
memorable



Clear message
immediately


Visual

High quality

Truthful
Contains a call to
action…buy the product
More content than
special effects
Voiceovers that inspire
confidence vs kids
Television

The paid stuff



Individual ads
Packages
Ad rates….
Television

The sponsored stuff


Gus Macker – Live slam dunk
Taste – spots, $ for t-shirts, on air
personalities, WICD tent
Television

The free stuff

News coverage…publicity



Mentions on the news




Legitimate events
Gimmicks – Camels, Macker basket set-up
Flower Islands…peacock
T-shirts to Judy Fraser
Hootie Hoo day at Hessel Park
10 minute segments

Zoo animals
Media Buy Sheets
Date of the event:__ May 1_____________
Run date
Sunday,
April 25
Monday,
April 26
Monday,
April 26
Monday,
April 26
Monday,
April 26
Media outlet
Run times/
locations / shows
Pantagraph
Unspecified
Pantagraph
Unspecified
Vidette
Unspecified
WEEK
Oprah: 4-5 pm
WMBD
Evening News:
6-6:30 pm
Registration deadline if applicable: ___NA________
# of ads
per time
slot
Size/length of ad
Cost per ad
Total Cost
per time slot
2 x 4 column
inches = 8
2 x 4 column
inches = 8
2 x 4 column
inches = 8
:30
1
8 x $66.18 $529.44
1
8 x $58.19 $465.52
1
8 x $11.55 $92.40
2
$190.00
$380.00
:30
2
$250
$500
Billboards


Hits consumers when
they are in the
marketplace.
Frequency is key


Relatively inexpensive
but effective
Ability to target market
is limited


Can’t turn off a billboard
Simple message only

Requires strategic
location
Billboards

Cost

Based on “daily effective circulation”…Traffic

Number of people passing per day

Lighted vs. dark billboard

Digital LED

Production costs not included: $900-$2500

Size

Varies (ie. BN 6’ x 12’ to 12’ x 24.5; interstate 20’ x 60’)
Billboards
PRENZLER OUTDOOR Advertising, LLC
Erik Prenzler 309.829.1700
www.prenzleroutdoor.com
We guarantee the best locations with the best visibility
1
2
3
4
5
6
LOCATION/DIRECTION
Veterans/ Vernon
N
S
Empire/ Fairway
E
W
Empire/ Hershey
E
W
Empire/ Constitution
Trail
E
Veterans/ Circle
N
Lanes
S
Locust/ Union Pacific
Bridge
E
W
AVAILABLE
$
CURRENT
B 104 (LED in
* 48,700 + 11/2007)
995
Hawthorne Park
695
District 87/ Family
25,000 +
695
Kanoski
Susan Komen
22,900+
695
Magic 100.7
12/20/07
06/20/08
02/28/09
$
$
695
995
12/20/07
003/20/08
$
$
02/28/09
03/20/08
06/20/08
06/20/08
09/20/08
06/20/08
PRICING/MO
$
$
$
TRAFFIC
11,800+
Kevin Lehman
Hooters
42,400+
*
WJBC
Foundation for
8,900+ Better
695
695
First State Bank
Billboards



Design:
http://www.prenzleroutdoor.com/html/pr
oduction.html
See handout
Radio





Low cost with high frequency
Reaches distinct, well defined markets
Can create an exciting message
Timely & flexible
Can do ads in multiple languages at a low
cost
Radio




Build name recognition
Must be redundant…repetition causes
retention
Need to help the listener visualize the
product
Frequency instead of reach
Radio

The paid stuff

Radio One Examples


Demographics….
Costs
Radio

The sponsored stuff

A vs. B Level sponsors

Pre-recorded spots, live liners, mentions
Exclusivity

Corporate Challenge

Eggstravaganza

Radio

The free stuff

Radio promotions




Cookie Contest
Teeter Totter-a-thon
Bauble visits
Local shows



Softball report…beer
Sunday morning shows
Weekly shows
Posters

Inexpensive means of promotion

Success based upon location

Message must be eye catching

Time consuming distribution
Magazines

Highly selective

Can be expensive though efficient

Able to access specialized groups
Direct Marketing & Telemarketing

Snail mail & E-mail

Opt out phone solicitation laws

Strengths

Weaknesses
Internet

i-marketing, web marketing, online
marketing, or eMarketing

Website


Monthly or annual fee to host site
Purchase domain name
Internet

Search engine marketing




Increase visibility in search engine
Pay per click – pay when their ad is clicked
Advertisers bid on keyword phrases
Pay set amount per day



Park district $0.88
Park Districts $0.42
Park district jobs $0.05
Social Media


Facebook
Podcasts


Blogs


Rick Steves
Sierra Rock Climbing School
You Tube

Plano (TX) Parks and Recreation
Department
Descargar

Product