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Promotional mix

Friday, September 30th, 2011

One of the prominent issues that seems to create a great debate in business meeting, is the point when it comes to defining what the marketing function actually is. We meet a lot of business owners who define marketing as the process to which they get their advert in a magazine, or, by how their sales team have come up with a sales promotion to generate a quick upturn in sales. It is this miss-conception about marketing which fosters the departmentalised way of thinking, ie, pass it onto marketing, they will deal with it?

Who is this ‘marketing’ that sales people look over the fence to and business owners seek to ‘buy in’ as a short term project, in order to bring a quick turnaround to the sales pipeline? Without going into text book answers I will simply say the marketing function, whether you are fully aware of it or not, is your WHOLE business and it involves EVERYONE.

I believe what the majority of laymen actually refer to when discussing marketing, is they mean the promotional mix, or the communications mix as sometimes expressed. The promotional mix is one part of the marketing mix, which consists of Product, Price Place, Promotion. It is the direct way in which an organisation attempts to communicate with its various target audiences and consists of 5 main elements.

Traditional mix

Advertising – Presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogues, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails. (Not Always Paid For)
Personal selling – A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.
Sales promotion – Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples: Coupons, contests, product samples, cash back, tie-ins, trade shows, trade-ins and exhibitions.
Public relations – Paid intimate stimulation of supply for a product, service or business unit by planting significant news about it or a favourable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars.
Direct Marketing is often listed as a the fifth part of the promotional mix.

Whilst still working within the categories above we have extended the traditional mix to include for social media integration and other digital communications which the internet age has brought. This list below is our promotional mix map which we currently use when assessing tactical marketing activities for our clients.

Extended promotional mix

Advertising
Classified ads
Directories
Online display ads
Magazine/brochure inserts
Small ads

Strapline

Alliance Marketing
Alliance partnerships
Channel Partnerships

Books
Book authoring

Corporate Literature
Business cards
Brochure
Flyers
Folders
Leaflets
Newsletters

Customer
Advocate development
Clubs
Endorsements
Follow-up programme

Direct Mail
Letters
List building
Postcards

Email Marketing
e-shots
Email signatures
Ezines
Personalisation
Subscriber list

Events
Conferences
Exhibitions
Public speaking
Seminars
Workshops

Internet Marketing
Affiliates
Blogging
Columns
Content – useful
e-books
Home page rethink
PDF brochure
Pay per click
Reciprocal links
SEO
Website

Media Relations
Articles
Case studies
Interviews
Photo stories
Press pack
Press releases
Spokespersons

Networking
Elevator pitch
Face to Face networking
Online networking

Promotional Gifts
Article reprints
CDs
Mousemats
Pens
Top tips guides

Public Relations
Charity support
Client lunches
Issue marketing
Opinion leader
Telephone manner

Sales Promotion
Competitions
Free consultation
Incentives
Samples
Special offers
Trial period
Vouchers

Selling
Appointments
Cold calling
Cross selling
Demonstrations
Major accounts
Presentations
Sales training
Sight seller
Training
Up-selling

Telemarketing
Scripts
Segmented lists
Teleconferences
Telephone surveys
Telesales

Word of Mouth
Advocates
Customer referrals
Referral system
Supplier referrals

Tags: promotional mix
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BAFTAS Inspired Design

Monday, May 23rd, 2011

By Beki Reilly

Well who didn’t love the results of this year’s BAFTAS?! What a brilliant line up of film and television – from Black Swan & The King’s Speech, (which were of course bound to clean up) but I thought some great people got the recognition they deserve this year. My favourites included Winners Chris Morris and David Fincher, as well as a Vicky McClure’s BAFTA for her role as Lol, in This Is England 86.

If you hadn’t of realised I can be a bit of a film nerd at times; not only geekin’ out on the film itself but the designs of the posters. Poster design is extremely important to the success of a film. It acts as a teaser to the movie itself, and has to sell the entire concept or hook the consumer into wanting watch the movie just in a few short seconds… after all a creative poster is memorable one. So what has caught our attention this year?

Of course I am going to talk about Black Swan. I already loved the work of Director Darren Aronofsky ever since I saw the disturbing ‘Requiem for a Dream’ many moons ago, but that wasn’t what got me excited about the movie, it was the posters. Influenced by Polish and Czech posters of the 60s and 70s, as well as ballet advertisements of the early 20th century, these posters really demand attention and give a hint of the surreal thriller and the conflict of the innocent white swan and the dark and twisted black swan.

Designed by LaBoca – "Our hope was to create a set of posters that could accompany the film without explicitly acting as a selling tool. We think a movie poster can help make a connection with the story of a film in much the same way a great record sleeve can do with music. It's ultimately about adding something to the experience."

This is a great link to the 50 best movies posters of 2010-2011. On there are two of my favourites, for ‘Let Me In’ and ‘Inception’ So… What movie posters have impressed you lately?

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Breaking In

Wednesday, May 18th, 2011

By Beki Reilly

So third year students… how does it feel?

The majority of you have finished dissertations, handed in final major projects and are undoubtedly, (and hopefully) celebrating your last day of University with a hefty amount of alcohol down the pub! And although not knowing what’s happening next is exciting it can also be a little daunting trying to get noticed by the creative industry when there are literally thousands of other students in the same position…

I wanted to write this post simply because I was in the same position this time last year.

I read this great article this morning on the BBH lab website giving new creatives advice on how to get their book noticed. The article is referring to William Burks Spencer book ‘Breaking In’ – a book in which he interviews 100 Creative Directors about what they look for in a portfolio. Hence this is the book to read for tips and advice on creating a portfolio that will get you hired.

The key point Spencer makes is to create a book with personality. Most portfolios ‘can look the same’ because everyone presents what they think an agency is looking for. “Very few juniors venture outside of the normal format: 5-7 campaigns and a resume.” The book describes those juniors who were successful in standing out by going against the norm. From low-res films to ‘absurd letters’ these are all things that Creative Directors could recall years later, hence it worked it making them memorable and more importantly getting hired! Read Article

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Bringing the heat to Packaging Design

Tuesday, May 10th, 2011

By Beki Reilly

We told you a little while ago about our exciting range of ‘hot’ packaging designs we were creating for ‘Grim Reaper foods’… Well feast your eyes on these sinfully delicious packaging designs.

Grim Reaper Foods specialise in chilli based food products and were branching out into chilli chocolate. We started out with the basics; three nameless bars, ranging in heat. We then built the names, illustrations and designs from the concept which took the form of hundreds of scamps.

We wanted to produce packaging that was just as strong and bold as their newly created bar names. We created bespoke illustrations for each wrapper incorporating the chilli in each design in an individual way. The designs stand out; giving them great shelf presence and also warning of the chilli heat harnessed inside!

Testimonial;

“For a company to understand a client’s idea and bring it to life, for me, is amazing. Excellent to deal with, fast efficient service, from concept to final design – within timescales, and informed at each stage." Russell Williams – Managing Director, Grim Reaper Foods Ltd

Tags: packaging design
Posted in Case studies, Marketing | No Comments »

Liverpool one night festival

Friday, May 6th, 2011

by Beki Reilly

Liverool’s one- night festival of Arts & Culture is coming up next weekend as venues and organisations open their doors for you to explore and visit your favourite and undiscovered cultural spaces, and here at Studiowide there’s nothing that we are looking forward to more this spring time. Supporting the strapline ‘Do something different on a Friday night’ it truly does offer just that!
On Friday 13th of May the city opens up after hours in a way we rarely get to experience. Starting from 5pm onwards. Were spoilt for choice, our eyes can gorge on the feast of delights that this one-night-creative-stand has to offer; from twilight walks, Shakespearian theatre, music gigs and photography exhibits, there’s something for all ages and all interests happening within Liverpool. Plus the majority of it is free too!

Here’s the link to find out what is happening and to download the free programme which includes a map allowing you to plan what places you really want to hit.

http://www.lightnightliverpool.co.uk/

So ‘do something different’ this Friday 13th and enjoy Liverpool’s Lightnight 2011 festival!

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Hot packaging design

Friday, April 8th, 2011

by Beki Reilly

Just started a very ‘hot’ packaging design project for another new client of ours.

The customer who is a food manufacturer specialising in Chilli based foods has chosen Studiowide to do their packaging design for their new range of chilli chocolate! I can’t wait to get my teeth into this one, excuse the pun; three tasty bars of chilli chocolate – ranging from subtle tongue tingling mellow spices to a full 5 out of 5 on the chilli scale, which unless you’re a seasoned chilli buff will blow your socks off!

I wanted to create a range of graphics for the packaging that would tie-in with the existing Grim Reaper Food products, but also give them a competitive edge in the chilli chocolate market. I think the name of the company itself is great, and after some brain storming sessions, where I went to the ‘dark side’… We presented some great concepts and names for each one of the chocolate bars, which the client really likes.

Now the concepts been approved, it’s time to give my scamps some depth, by mocking up the final graphics for the packaging digitally. The first stage is to turn the line drawings into final graphics and then bring in some colour. I’ll also be working within the confines of cutter guides that are specific to the packaging. We’re familiar with working alongside packaging manufacturers and we have a great feel for a variety of weird and wonderful box shapes that our customers throw at us.

Shouldn’t be long before we can post some final packaging design images, (with full approval from our client of course)

watch this space!

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Facebook Guerrilla Marketing

Thursday, March 24th, 2011

Facebook’s controversial new feature takes the profile picture of members who ‘like’ a ‘sponsored story’ and creates a mini advert to encourage their friends to like the product, with you as the ‘face’ of the brand. Although Facebook has insisted this fits its privacy settings, its privacy policy hints that advertisers “may be permitted to use member’s pictures independently at some point.”

So what do you think…? Would you want your friends to see your face as the ambassador for a product?

For me personally, I choose not to like things on my Facebook, not just products but of any sort. Some of my friends litter my News Feed with pointless ‘likes’ to obvious things such as – having a lie in on a Sunday, Pringles and hugs… what’s the point guys? Does anyone really care if you like Pringles, who the heck doesn’t like them? And would it make a difference to my opinion of a product if I found out via Facebook that my friends like it too?

Technology websites are advising how to disable this through the account settings…So next time perhaps think twice before you choose to click ‘like’ to a certain product via your Facebook, and make sure you actually want to endorse that product because you don’t know how long it could be out there for…

Tags: internet marketing strategy, marketing
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Lower barriers to market

Monday, June 28th, 2010

With lower barriers to market and secure, stable employment a thing of the past, there are an increasing number of new companies being created than at any other time. All of these new businesses need to market themselves, which in turn is why we are seeing an overwhelming surge in telemarketing, direct mail, emails and advertising.

However, as the market place gets cluttered and the ‘noise’ gets louder, the target market for these companies has developed the ability to shut out all of this extra promotion. Most people no longer accept cold calls, read direct mail or watch TV commercials, and investment is being made in increasingly more powerful spam filters to keep out the unwanted emails that we receive.

In fact, most people, when making a purchasing decision, rely on only two sources – first their own research on the internet and secondly a network of trusted friends, colleagues and associates. It’s discovering how to reach into these networks, hang out where your clients hang out and stand out from the crowd in order to get noticed, this takes a lot more creative and ‘out of the box’ thinking now than ever before.

Even though a lot of people seem to know that marketing is in this transitional phase, there is still the new business owner or un-seasoned manager who are too busy to invest time in keeping up with latest marketing trends and end up throwing a lot of money, in a scattered approach, on marketing campaigns that don’t achieve anything, just to feel that they are doing something in order to hopefully attract new business.

This should be stopped now! The funds that new start-ups or SME’s have which is allocated to promotional activities is very limited, hence more of a reason why any campaign must create a satisfactory return. Therefore, the way that businesses market themselves must change, in particular the start-up or SME, which is the reason why we developed the Studiowide marketing management programme to make best practice marketing services available to everyone with lower budgets.

Our marketers become your marketers not only to help you, but to challenge some of the traditional ideas around sales and marketing and bring fresh new ideas into your company in order to continue retaining customers, win new business and stay ahead of your competition.

Tags: marketing management, marketing services, new businesses
Posted in General Marketing, Marketing | 1 Comment »

Using emails in marketing

Wednesday, June 16th, 2010

Email marketing software available today provides much more than just sending basic emails to your work colleagues, suppliers and customers.

Whilst email clients such as Outlook and Incredimail will remain the backbone of people to people contact services – in addition alongside these can be run a whole range of online based email services like Mailchimp and Constant Contact that can be used to send out and control a wide range of business information to prospects and customers. With their costs starting from just £20 per month for an email campaign it’s very affordable and effective.

Why use email marketing?
There are numerous benefits to email marketing. The following are a few examples:
• Promotion of new products
• Brochure registration and distribution service
• Sending out service updates and changes
• Automated distribution of periodic training courses
• Distribution of newsletters
• Distribution of promotional offers

However, one of the key benefits of email marketing, if carried out timely and professionally, is the ability to remain front of mind with your customer/prospect in a less intrusive and more cost effective way than sending the sales rep around for a cuppa each month.

Professionalism and standards
All of this does not go without regulation. The sending of all electronic marketing communications in the UK is subject to “The Privacy and Electronic Communications (EC Directive) Regulations 2003” – which covers telephone, email, fax and text communications. In general this shouldn’t restrict you in your marketing communications, however it is stressed that that you take a permission-based approach with your contact lists.

Email tools:
There are a whole host of tools that can be used to enrich your email marketing campaigns and help to generate interest, such as:
• Video and Podcasts for sending multimedia messages. (This is a huge growth area at the moment)
• Surveys enabling you to obtain feedback, viewpoints, and reactions to your products and services.
• Management Tools enabling you to track the recipients who opened your emails and even particular links they clicked onto.

Steps for a successful campaign:
• Only use permission based contact emails
• Segment your customers based on your individual offers
• Create one theme/hook/message to the email campaign and stick to it
• Include one or two links that you can use for tracking
• Personalise each email to the named recipient
• Include a unsubscribe option in every email sent out

As with all marketing activities, your email marketing should be integrated both online and offline to ensure your campaign message does not conflict with any other promotions or information that exists.

So onwards and upwards with your email campaigns and remember; most customers now expect to have regular email contact and notifications from their suppliers, and if you don’t do it, then your competitors certainly will.