Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.


Marketing Mix: Crafting a Message – What is Promotion?

In our video on Marketing Mix, one of the 4 Ps was Promotion. Let’s talk about crafting a message.

Watching this video is worth 1 Management Courses CPD Point*.
πŸ”Ž See below for details

Marketing for Managers
This video is part of course module number 8.3.3
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Mix

Other videos in this section include:
🎬 What is the Marketing Mix – The 4Ps? https://youtu.be/gsp72V0W8Uw
🎬 Marketing Mix: Product – What is the Product Marketing? https://youtu.be/uBFcQByXn9Y
🎬 Marketing Mix: Price and Pricing Strategy https://youtu.be/0U9NhG4I0uw
🎬 Marketing Mix: Place https://youtu.be/DVaYT7zU7rE
🎬 Marketing Mix: What is Positioning? https://youtu.be/4_wIDOKJS2Q
🎬 What is the Marketing Channel Mix? https://youtu.be/pH6Zjrd3IB4
🎬 What is Public Relations (PR)? https://youtu.be/2Nc2gDAaxzY
🎬 Guy Kawasaki: What is Enchantment? https://youtu.be/8exdRE6gp8k
🎬 Seth Godin: What are Tribes? https://youtu.be/INKI-FRUNcA

LESSON NOTES
Promotion is the message and media you use to communicate with potential customers, to persuade them to buy.

Because communication is subtle and complex, there are many elements to a promotion strategy, such as:
β€’ Branding
β€’ Packaging
β€’ Sales promotion and Point-of-Sale materials
β€’ Discounting
β€’ Salesperson training
β€’ Publicity and Public Relations (PR)
β€’ Advertising
β€’ Influencer recommendation

And, of course, as a precursor to this, you will need to have developed your Buyer or Customer Persona – https://youtu.be/DJWftQwPtAk

For each communication, you need to think about your objectives, in terms of:
β€’ Building awareness
β€’ Increasing knowledge
β€’ Crafting perceptions
β€’ Creating liking, desire, and preference
β€’ Moving towards a purchase
β€’ Building commitment to your brand

People
Some writers add People to the 4Ps

People will engage with your customers and prospective customers. So, your staff and contractors are important. In particular, how they behave and present themselves, and how well they are trained to serve your customers. On the surface, Customer Service comes down to People implementing Processes. So, you need to think about:
β€’ Recruitment and retention
β€’ Training and development
β€’ Uniforms or dress-codes
β€’ Handling enquiries and complaints

But, Customer care only really happens when the people in your supply chain actually care. So, this is much more about culture than it is about processes. Therefore, how you treat and train your people and the people in your distribution chain is a critical part of promotion.

RECOMMENDED EXERCISE
Think about a product or service your organization produces and markets. What are the elements of its marketing in terms of the four Ps of product, price, place, and promotion? If your organization doesn’t produce a product or service, then pick one you are familiar with either through your work or domestic life.
1. What are all the elements of promotion that you are aware of? (3 MC CPD Points)
2. What are the primary objectives of the promotion of this product? (2 MC CPD Points)
3. How do people factor into the promotion of this product? (2 MC CPD Points)

DOWNLOADS
Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD

Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

RECOMMENDED READING
πŸ“– Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
πŸ“– Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
πŸ“– Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
πŸ“– For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
You can record your Management Courses CPD points on our free, downloadable CPD record log.
πŸ““ Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 1 MC CPD point
– If you also carried out all of the recommended exercises, score a total of 8 MC CPD points

#Promotion #ManagementCourses #MarketingMix

source

Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude LarrΓ©chΓ© and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
EstΓ©e Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?
What is Market Research?
What is a Brand Marketing Plan?
What is a Brand Strategy?
What is Brand Management?
What is a Brand? Brands and Branding

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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