Bangalore Institute Of Managent Studies

Sub :- Advertising and Media Marketing

Unit 5:- Other Elements of IMC-Sales Promotion, PR,Events and Experiences

and Word of Mouth

What is consumer trade sales promotion

Consumer trade sales promotion refers to promotional activities aimed at encouraging

wholesalers, retailers, or distributors to carry and sell a particular product or brand.
This can include discounts, incentives, displays, contests, and other strategies
designed to increase the visibility and sales of a product at the retail level. The goal is
to persuade intermediaries in the distribution channel to promote and sell the product
to consumers.

Application of sales promotion in different domains:-

Sure, here are some examples of how sales promotion is applied in different domains:

⚫ Retail Industry:

➢ Buy one, get one free promotions.

➢ Discounts during festive seasons.
➢ Loyalty programs offering points or rewards for repeat purchases.

⚫ FMCG (Fast Moving Consumer Goods):

➢ In-store demonstrations to encourage trial.

➢ Coupons distributed through newspapers or online platforms.
➢ Sampling campaigns to introduce new products.

⚫ Automobile Industry:

➢ Cash rebates or discounts on vehicles.

➢ Free accessories with purchase.
➢ Limited-time financing offers with low or no interest rates.

⚫ Technology Sector:

➢ Bundling products together for a discounted price.

➢ Trade-in programs for old devices when purchasing new ones.
➢ Limited-time offers on software subscriptions or upgrades.

⚫ Hospitality Industry:
➢ Special promotions for off-peak seasons or weekdays.
➢ Loyalty programs offering discounts or freebies for frequent stays.
➢ Package deals combining accommodation, meals, and activities.

⚫ Healthcare Sector:

➢ Free health screenings or consultations.

➢ Discounted rates for annual check-ups or packages.
➢ Referral incentives for bringing in new patients.

These are just a few examples, but sales promotion strategies can be tailored to suit
the specific needs and dynamics of each industry.

Using public relations in image building

Public relations (PR) plays a crucial role in image building for individuals,
organizations, and brands. Here's how PR can be utilized effectively for image
building:

◆ Media Relations: Building positive relationships with journalists, bloggers, and

influencers can help in securing positive media coverage. Press releases, media
kits, and press conferences can be used to communicate key messages and
achievements to the public.

◆ Crisis Management: Responding promptly and transparently to crises or

negative events can help mitigate damage to the image. PR professionals can
provide guidance on managing crises, issuing apologies, and restoring trust with
stakeholders.

◆ Community Engagement: Engaging with the community through sponsorships,

charitable initiatives, and participation in local events can enhance the
organization's reputation as a responsible and caring entity.

◆ Stakeholder Communication: Maintaining open and transparent communication

with stakeholders, including employees, customers, investors, and regulators,
fosters trust and loyalty. Regular newsletters, town hall meetings, and social
media updates can keep stakeholders informed and engaged.

◆ Thought Leadership: Positioning key executives or spokespeople as thought

leaders in their industry can enhance the organization's credibility and visibility.
PR professionals can arrange speaking engagements, guest articles, and
interviews to showcase expertise and insights.

◆ Social Media Management: Leveraging social media platforms to engage with

followers, share relevant content, and respond to feedback can humanize the
brand and build a positive online reputation.
◆ Brand Partnerships: Collaborating with like-minded brands or influencers can
help reach new audiences and reinforce positive associations with the brand.

◆ Employee Advocacy: Empowering employees to be brand ambassadors can

amplify positive messaging and create a culture of pride and loyalty within the
organization.

By implementing these strategies effectively, PR professionals can help shape public

perception, build trust, and establish a strong and positive image for individuals,
organizations, and brands.

What is event management

Event management is the process of planning, organizing, and executing events,

ranging from small gatherings to large-scale conferences, concerts, weddings, and
corporate functions. It involves tasks such as budgeting, venue selection, logistics,
promotion, coordination of vendors, and ensuring the smooth operation of the event
from start to finish.

How to plan and execute the event point wise

➢ Define the Objective: Understand the purpose and goals of the event. Is it to
celebrate, inform, entertain, or fundraise.

➢ Set a Budget: Determine the financial resources available and allocate funds for
various aspects such as venue, catering, entertainment, marketing, etc.

➢ Create a Timeline: Develop a timeline outlining key milestones and deadlines

leading up to the event date.

➢ Select a Venue: Choose a suitable location based on the event type, size, budget,
and logistical requirements.

➢ Secure Vendors and Suppliers: Research and book vendors for services such as
catering, audiovisual equipment, decor, etc.

➢ Develop a Marketing Plan: Promote the event through various channels such as
social media, email newsletters, press releases, etc., to attract attendees.

➢ Manage Registrations and RSVPs: Set up a system for attendees to register or

RSVP, and keep track of their details.

➢ Coordinate Logistics: Arrange transportation, accommodations, signage, seating

arrangements, and any other logistical needs.

➢ Arrange Entertainment and Activities: Book performers, speakers, or activities

to engage attendees and enhance the event experience.
➢ Prepare Event Materials: Design and produce any necessary materials such as
programs, name tags, signage, etc.

➢ Finalize Details: Confirm arrangements with vendors, double-check schedules,

and address any last-minute issues.

➢ Execute the Event: On the day of the event, ensure everything runs smoothly
according to the plan. Assign responsibilities to a team or volunteers to manage
different aspects.

➢ Handle Emergencies: Be prepared to address any unexpected challenges or

emergencies that may arise during the event.

➢ Follow-Up and Evaluation: Gather feedback from attendees, vendors, and

stakeholders to evaluate the success of the event. Analyze what went well and
areas for improvement.

➢ Wrap-Up and Thank You: Send thank-you notes to attendees, sponsors, and
contributors. Close out financial accounts and finalize any outstanding tasks.

What is viral marketing

Viral marketing is a marketing strategy that aims to spread a message, product, or idea
quickly and exponentially through word-of-mouth and social sharing. It relies on
creating compelling content that people want to share with others, often leveraging
social media platforms to reach a large audience rapidly. Viral marketing campaigns
often harness the power of humor, emotion, controversy, or novelty to spark
engagement and encourage sharing.

How to build organic word of mouth communication

✓ Deliver Exceptional Products or Services: Offer high-quality products or

services that exceed customer expectations. Positive experiences naturally lead to
recommendations to friends and family.

✓ Focus on Customer Satisfaction: Prioritize customer satisfaction and provide

excellent customer service. Happy customers are more likely to spread positive
word-of-mouth.

✓ Encourage Reviews and Testimonials: Prompt satisfied customers to leave

reviews and testimonials on platforms like social media, review websites, and
your own website.

✓ Leverage Social Media: Build a strong presence on social media platforms

where your target audience is active. Share valuable content, engage with your
audience, and encourage them to share their experiences.

✓ Create Shareable Content: Develop content that is valuable, entertaining, or

informative and encourages sharing. This could include blog posts, videos,
infographics, or user-generated content.
✓ Implement Referral Programs: Incentivize your existing customers to refer
new customers by offering rewards, discounts, or exclusive perks for successful
referrals.

✓ Host Events or Workshops: Organize events or workshops related to your

industry or product where customers can engage with your brand in person and
share their experiences with others.

✓ Partner with Influencers or Brand Ambassadors: Collaborate with influencers

or brand ambassadors who align with your brand values and have a loyal
following. Their endorsement can help amplify word-of-mouth recommendations.

✓ Engage with Local Communities: Participate in local community events,

sponsorships, or partnerships to build relationships and generate positive word-
of-mouth within your community.

✓ Monitor and Respond to Feedback: Actively monitor feedback and

conversations about your brand online. Address any concerns or negative
feedback promptly and professionally to mitigate potential damage to your
reputation.

✓ Provide Share-Worthy Experiences: Create memorable experiences for your

customers that they'll want to share with others, whether it's through unique
packaging, surprise gifts, or personalized interactions.

✓ Cultivate Brand Advocates: Identify and nurture loyal customers who are
passionate about your brand. Empower them to become brand advocates by
providing them with exclusive opportunities, sneak peeks, or insider perks.