Public Relations, Sales Promotion, Personal Selling

Public Relations,
Sales Promotion,
Personal Selling
Public Relations
• Attempts to influence the attitudes and
perceptions of consumers, stockholders, and
other stakeholders toward companies,
brands, politicians, celebrities, not-for-profit
organizations
• Do something good, then talk about it
Objectives of Public Relations
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Introducing new products to manufacturers
Introducing new products to consumers
Influencing government legislation
Enhancing the image of a city, region, or
country
• Calling attention to a firm’s involvement
with the community
Planning a PR Campaign
Develop Objectives
Execute the PR Campaign
Evaluate the Campaign
PR Campaign Strategy
• Statement of objectives
• Situation analysis
• Specification of target audiences, messages
to be communicated, specific program
elements to be used
• Timetable and budget
• Discussion of how the program will be
evaluated
Press Release Types
• Timely topics
• Research project stories
• Consumer information
Sponsorships
• PR activities through which companies
provide financial support to help fund an
event in return for publicized recognition of
the company’s contribution
• Examples:
– Olympics
– NASCAR
Measuring Effectiveness of PR Efforts
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In-house assessment
Awareness and Preference Studies
Counting of press clippings
Impression counts
Sales Promotion
• Programs that marketers design to build
interest in or encourage purchase of a
product or service during a specified time
period
Sales Promotions by Target
• Consumers (pull)
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Coupons
Samples
Contests
Bonus packs
Premiums
Rebates
Frequency programs
Brand placement
• Trade (push)
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Trade shows
Incentive programs
POP displays
Push money
Promotional products
Cooperative
promotions
Brand Placements
• Practice of integrating specific products and
brands into filmed entertainment
– name brand product is used as a prop or set in TV show
or movie
– increase brand awareness and image
• 3 types of brand placements
– visual - brand can be observed on set
– verbal - actor mentions brand by name
– hands-on - actor uses or interacts with product
Sales promotion alternatives
Personal Selling
• Occurs when a company representative
contacts a prospect directly regarding a
product
• Critical for many push strategies, B2B
products, products that are complex and
expensive, and product requiring a
“personal touch”
Types of Salespeople
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Order takers
Technical specialists
Missionary salespeople
Team selling
Order getters
How outside order-getting salespeople spend their
time each week
Approaches to Personal Selling
• Transactional Marketing: The Hard Sell
• Relationship Selling
– Winning customers
– Keeping customers
– Developing customers
The Selling Process
Stages and objectives of the personal selling process
U.S. salesforce composition and change
Sales Management
• Process of planning, implementing, and
controlling the personal selling function
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Setting Sales Force Objectives
Creating a Sales Force Strategy
Recruiting, Training, Rewarding Salespeople
Evaluating the Sales Force
The Sales Force Management Process
Organizing the sales force by customer
Organizing the sales force by product
Organizing the sales force by geography
Sales Force Compensation
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Straight commission plan
Commission-with-draw plan*
Straight salary compensation plan
Quota-bonus plan
* Commission draws may or may not be
recoverable
Sales Compensation Examples
Category
Base
Bonus/
Total
Commission
Executive
$71,693
$36,966
$108,572
Top
Performer
Mid-Level
$70,832
$56,687
$125,844
$46,563
$42,515
$88,734
Low-Level
$36,906
$20,569
$57,571
Average
$53,293
$31,441
$84,004
Sales Compensation by Industry
Industry
Compensation
Computer Software and
Services
Professional Services
$115,680
Manufacturing
$74,139
Telecommunications
$115,576
$87,678
Sales Incentives
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Leisure trips/ travel
Merchandise/ gifts
Recognition dinners
Plaques/ awards
Cash
Cars, memberships, expense treatment