Consumer Oriented & Trade Oriented Sales Promotional Items

CONSUMER-ORIENTED Sales Promotional Items

Example of an effective promotional tool:

Direct Mailing of Bounce Back Coupons

This objective of this consumer-oriented promotion is to increase new customer by offering them a free haircut and a reward for their loyal customers with a discounted haircut. The free hair cut for new first time clients is a trial. The loyalty program here is for their regulars, as their haircuts are usually $16.00, so this is a price off deal of $4.00 discount to defend their existing customers from other salons from taking them or reduce the likely hood of switching brands. The reason I believe this is an effective promotional tool for this company is because this company has already been established and everyone likes something for free and at a discounted price. Four dollars is a big discount, one can go and buy a meal with $4 at McDonalds.

Example of an ineffective promotional tool:

Direct Mailing of Free Sampling Gift Cards

The objective of this $10.00 gift card is to bring consumers into the store to buy something for that $10.00, but hoping they will purchase more once they see the selection in that store. Kohl wants to increase consumption, establish brand, defend or maintain their customers, target the segments that likes getting something for free, enhance their IMC efforts, and to obtain trail and purchase within the store. This is a form of sampling, they give a relatively low gift card to induce consumer to come and shop in the store and it is only valid April 13, 2011 through April 23, 2011. This is a good way to measure how effective the direct mail piece is. I say it is ineffective because most consumers know that the $10.00 gift card will not be able to get them something they want inside Kohl’s because most of their products cost more than $10.00 so most of the time people will just throw it away.

TRADE-ORIENTED Sales Promotional Items

Example of effective promotional tool:

Old El Paso Manufacturer Product Display

I believe this display to be an effective promotional tool because they had a provided the retailer with a very large display. This was very large and took up the whole aisle. The fact that they offer other food product such as tomatoes and list an affordable price as well as the huge sign that said, “make tonight taco night” it caught my attention whether I want to see it or not. And since everything to make taco is in that display it is easy to get all that I need to make taco. I would purchase Old El Paso product as well as the fresh tomatoes and avocado. This is very effective way to move their product because they provide the retailer with great advertising support.

Example of ineffective promotional tool:

Wisk’s Point-of-Purchase Display Material

I believe this to be an ineffective promotional tool because even if it had a point of purchase coupon of “$2.00 off with coupon inside” on the bottle it was in the usual aisle of laundry detergent. I had to go out of my way to find this one and since this isn’t a very popular brand nor is it affordable I doubt it will be as effective as the manufacturer had hope for. But then again, any promotional tool works better than none especially for brands that are not as popular and has to compete with other more popular brand. In my opinion Wisk did not provide enough supporting display advertisement for their products and this promotional display.

Corporate Blogs

Purposes and values for corporate bloggers and their readers.

Blogging allows current and potential consumers to associate the brand with a face and a personality. It connects the company directly to their consumers.

It represents the company’s values, beliefs, philosophy and direction. It allows companies to communicate with their customers in a more personal and direct way and allows the customers to give valuable feedbacks that can be used to improve the company/products/service. It builds brand awareness, brand loyalty, increase brand visibility, and increase traffic and links.

“It’s a way for us to appear less corporate and put a human face when we interact online. We believe people relate more effectively to other people instead of a logo or corporate brand.”

-Michael Brito, the Social media guru.

Amazon Web Services Blog

Amazon Web Services, Products, Tools, and Developer Information...

The purpose of this blog is for Amazon to provide information for their customers on the types of web services they provide, the types of products they have, the tools they use to run the web services, and information on the developers of these web sites.

The value here is that they will be able to provide information for their customers and in return get their customers inputs/feedbacks on the many things they blog about.

http://aws.typepad.com/

JNJ BTW

Our People and Perspectives

Johnson & Johnson blogs will be talking about what they are doing, how they are doing it and why. They will be expecting comment on the news about our company and the industry. They plan to sometimes correcting any mistakes or simply providing more frameworks. Their purpose is to increase their member and eventually have more colleges and customers join them on their blog.

They have plans to talk about product-specific issues, news from our operating companies or issues that fall under regulatory or legal constraints. They plan to talk openly, directly and to the best of our knowledge as they learn they plan to blog about it to keep all their customers inform. They want to give their customers the up to date news and get valuable feedbacks.

http://jnjbtw.com/

Direct Marketing

My example of a direct marketing piece:

This is piece was mailed to me not for test drive, votes, contributions, and/or sales, but mainly to inform me of their college in hopes that I will take further actions.

Their objective was to seek direct response from me since I had inquired information about their college and the many colleges in the area. I have not thrown this piece away yet. Therefore, to me as a consumer, this is not a piece of junk mail.

It did capture my attention, but I have not acted on it yet because it was not one of the colleges I was interested in, in the first place. They did however make themselves noticed as I am now blogging about them.

Increase in outdoor advertisement expenditures

The reason the outdoor advertisment expenditures has increased is because of the growing popularity of digital technology, such as digital billboards and video screens. It has increased in this market and therefore an increase in revenues.

The technology is overtaking the traditional form of advertising and promotions such as television and print. It is low cost and the ability to combine conventional strengths of outdoor advertising with new and innovative targeting opportunities.

Billboards are highly effective because it is the largest format of outdoor advertising. Because of the highly effective promotional activities, a growing number of corporates prefer digital technology. This allows the advertisers to reach the on the go consumers and upgrade information quickly on the digital billboards. Digital billboards that display sequential advertisements and change in every eight to ten seconds are gaining wide popularity due to their ability to generate greater revenues in comparison to the posters, which displays a single advertisement at a given point of time

Another outdoor advertisement is the digital media facades, which is are large-scale video screens that are attached to the outside of buildings.  It functions as a building façade as well as a screen, allowing advertisers to reach their target audience at the most unexpected locations.

Digital media facades prove to be a win-win situation for both the building owners as well as advertisers because it serves as the advertising as well as branding displays.

These are examples of popular digital media facades/digital outdoor advertisements.

"In the out-of-home advertising industry, mobile billboard displays are the most effective form available boosting product and name recognition fifteen times greater than anything else in the market." - The European Outdoor Advertising Association, Zurich, Switzterland

Magazine Analysis Q&A

Fitness Magazine

1.  The target audience for the magazine in terms of both demographics and lifestyle of the readers it attracts.

The targeted audience for this magazine is American women, generation X and generation Y, ages of 18-40’s with a working class income. This magazine is for an audience with an active lifestyle, who values their mind, body and spirit, and likes to exercise.

2.  The percentage of the magazine’s pages devoted to advertising versus editorial content (articles and other non-advertising copy).  Is there a clutter problem in the magazine?  Why or why not?

48% were dedicated to advertisement and the other 52% were editorial content and recommendations from the editors, it is a form of advertisement but not directly by the brand. Yes! There is a clutter problem in the magazine because I had to count it a few times because I thought some of the ads were editorial content. Another thing is the ads all start to look alike and those ads did not really stand out unless it’s a particular brand I am interested in.

3.  A breakdown of the types of products and services advertised in the magazine.  Why do you think these advertisers are attracted to this particular publication?

The products and services advertised in the magazine were a lot of beauty supplies, self enhancement products such as whiting toothbrush or weight loss products/machines, healthy snacks, athletic gears, health Websites and credit card with an physically fit housewife on the ad, and general ads that you would find in any magazine to capture women in general, such as family car, anti-depression medication, etc.

4.  An analysis of the editorial climate and mood created by the publication and how it affects who chooses to advertise in it.  How might the editorial climate of the magazine affect readers processing of the advertisements?

The mood created in this magazine is for those who seek fitness and beauty. Those who choose these kinds of magazine would be very health conscious and cares a great deal about how they look. Therefore, readers might read the magazine for self-help advice and if seeking a particular beauty product, they might trust the ads on this magazine more than ads in men magazines.

5.  How the magazine positions itself as a media vehicle to potential advertisers.

The Fitness magazine position itself as a beauty guide to healthy looking body, clear mind, and positive spirit. So the companies who want to attract these particular demographic and life style readers would place ads in this magazine, or magazine like this one.

An example of ads in these types of magazines...

Types of commercials used by the advertisers on Nickelodeon/Nick at Nite

“Youth interest, cartoons, comedy, and game shows”

Nick at Nite is a specialty channel that offers shows that are aimed at youth and family. It is also a program available on superstations so it carries national advertising and it is relatively inexpensive so many homes can afford this cable option. This allows many large marketers to purchase one single media and advertise to reach that large numbers of viewers across the country.

The program generally consists of reruns. The show I watched was The Nanny, and before that was George Lopez. During this time of night, I believe the ads were aimed at the older, family oriented type viewers. Marketers place ads here to reach this specific target markets with this particular life style; parents who are home on a Friday evening watching family shows with their children. This draws in more advertisers who look to narrowcast to reach this particular market.

This particular show has a dual revenue stream that is supported by both subscriber fees and ad revenue. The marketers who purchase spots here are major advertisers such as McDonalds, Toyota, Snickers, etc. throughout the 30 minute program I watched, I noticed that every time it goes on commercial, they showed at least 10 different commercials and none of the 30 commercials were repeated. 3 sets of 10 commercial during the show, 10 commercials before the show, and 10 commercials after the show, that is at least 50 different commercials aired.

 

McDonalds

Creative:

Focusing on hunger need by showing the juicy burger dripping with chipotle sauce.

Style:

A normal dining experience at McDonalds with the hunger need in mind.

Objective:

A 30 second commercial that starts off with the view all angles of the juicy Angus beef sandwich and taking a huge bite into meaty sandwich.

Length & Format:

Targeted at the subculture of young adults, African American that loves meaty Angus beef. Also, the jingle that states how bold the taste is and how it is best to have loved it one than to have never loved it at all.

 

Toyota

Creative:

Like a snake, the new car is underneath the old car skin, reviewing the new cars for 2011.

Style:

Every style of car is for every busy individual on the go.

Objective:

Showing that Toyota has a new look and a new reputation. The song is encouraging also. The objective here is to reach people with family, and young adults with active life styles. Beaches and restaurants are indicating that they are seeking a social class of and affluent upper class generation y.

Length & Format:

It runs about 30 seconds and it is for the people on the go who don’t have a lot of time to watch commercials. As it starts with a different car and it changes with different target market with different life styles.

Snickers

Creative:

This commercial was aimed at peanut butter lovers, but in a creative way to bring out the hunger in all of us as sharks.

Style:

Office type of a shark focus group.

Objective:

For chocolate lovers and working class. If you like peanut butter and chocolate, you will love peanut butter and Snickers, the peanut butter squares. In other words you can taste the Snickers inside these peanut butter squares. The style is definitely to capture the attention of the audience. My selective retention from this commercial was the very end; I just remember “peanut butter squares.”

Length & Format:

Covers the working class and the script was written as a taste trail for a focus group and turns out it was very delicious that they want another bite.

Here is link to Comcast Spotlight’s viewers profile for Nick at Nite.

http://www.comcastspotlight.com/network/nick-nite

List of the commercials I saw during the show:
1. Franchetta Pizza – family will love

2. State Farm Insurance – savings

3. McDonalds – Angus Beef, “great huge beef taste”

4. Chevy – Malabo

5. Allevia – Cold Sore

6. Kellogg’s – Special K

7. Yoplait – Light

8. Quaker – Chewy for kids

9. “Take me home tonight” movie preview

10. Snickers – Peanut butter squares

11. K-mart – Smart

12. Toyota

13. Almond Joy – Candy bar

14. Kelvin Klein – Euphoria

15. Longhorn Steak House – Family and affordable

16. Dish Network – “What you want for less”

17. Chex Mix

18. Shout – “wash family laundry in one load”

19. “The Roommate” movie preview

20. Air Optic – One month free trail

21. Foundation of a better life – Everlasting lover (family)

22. Campbell Soup

23. Subway – $5 foot long

24. “Rango” movie preview

25. Disney – family vacation

26. Sunny D – moms & kids

27. Kia

28. 3Musketeer – Light weight, less fat!

*Not including the two I didn’t list because I went to get a drink.

Sales-Oriented & Communications Objectives!

Communication Objective:

This HTC ad is informative and the objective is to create awareness and interest in the brand as it advertises on TV to reach the 90 percent of target audiences. The objective here is communication as it shows the features and benefits of the HTC.

The communication objective is very important here because they want to educate viewers of what this phone can do and what is unique about it. Smart phones are pretty much everywhere nowadays. Consumers might just think it’s like any other smart phones if they don't create awareness to show the features and benefits of the HTC. Also, it might not generate enough interest or set it apart from other smart phones.




Sales-Oriented Objective:

This Xyience commercial has a sales-oriented objective because it is directed at the consumer with active lifestyle and saying that if they want to be fit and stay fit, they need to get Xyience to achieve that. They connect the energy drink with weight loss to entice consumers to want to purchase the product. As we all know the weight loss industry is a growing industry because improving self-image is the most important priority for this image conscious society.

The sales-oriented objective is appropriate for this ad because they want to create positive feeling about this brand by promoting that this drink will give the consumer energy, fat loss, and lean muscle mass so that consumers will go out and buy it if they are serious about it. They refer consumers to their Web site for more information as a way to show case more of their products and they hope viewers will go online and place the order after viewing this commercial. They also tied this commercial to boxers so their target market must be extreme athletes who train hard, or those with or desire that kind of lifestyle.