Retail Promotional Tools and Advertising - PowerPoint Presentation

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Retail Promotional Tools and Advertising

Unit 5: Retail Agribusiness SalesLesson: AS6

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Objectives

Lesson Objective:After completing the lesson on retail promotional tools and

advertising

, students will demonstrate their ability to apply the concept in real-world situations by obtaining a minimum score of 80% on a Social Media and Web Promotion and

Advertising Project.Enabling Objectives:Analyze a local business’s promotional campaign.Develop a public relations campaign for the local FFA chapter and agriculture program to be carried out during National FFA Week.Explore various types of advertising and analyze the use and effectiveness of social media, websites, and blogs.Critique the effectiveness of promotional displays.

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Key Terms

AdvertisingPublic Relations

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What do you call the item that you pull out of a cardboard box to wipe your nose when you have a cold?

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what is the food that comes in many different flavors and goes from being a liquid to a solid when placed in the refrigerator?

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What is the item you slide on your lips when they are dry and cracked to moisturize them?

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What is the thing we use to cover a scrape or wound that may be bleeding?

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What is the item we use to cover up mistakes we wrote in pen?

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What do you call the item that you pull out of a cardboard box to wipe your nose when you have a cold?

FACIAL TISSUE

Kleenex is a widely promoted product name used by only one manufacturer of facial tissue

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What is the food that comes in many different flavors and goes from being a liquid to a solid when placed in the refrigerator?

GELATIN

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What is the item you slide on your lips when they are dry and cracked to moisturize them?

LIP BALM

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What is the thing we use to cover a scrape or wound that may be bleeding?

ADHESIVE BANDAGE

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What is the item we use to cover up mistakes we wrote in pen?

CORRECTIVE FLUID

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“Like a good neighbor…”

State Farm

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“You’re in good hands…”

Allstate

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“have It your way”

Burger King

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“expect great things”

Kohl’s

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“I’m Lovin’ It”

McDonald’s

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Promotional Campaign Components

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Choosing Promotional Strategies

Type of business and product or service Correct promotional mix is formula for success

Target Market

Place of residence, age, sex, income, preferred media source of information, facts about competitors, motivations to buy

Examine relationship between cost of promotion, people reached, number of times potential customers come in contact with promotional message, and level of sales generatedKnow how and where competitors promote their product or service 20

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Public Relations Campaign

Build goodwill in a community toward a businessContribute increase in sales

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Public Relations Campaign Components

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Public Relations Campaign Components

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Developing a Public Relations Campaign

Target customers PR must be appropriate for audience

Budgetary constraints

Use inexpensive PR activities

Assign someone to be responsible for campaignPR advisory committee for larger businessesMonitor to ensure goals are being reached Make changes when necessaryRecognize employees Those who donate time to create goodwill in communityMake sure CUSTOMERS ARE SATISFIED24

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Advertising Media

NewspaperMagazineBillboard

Direct mail – Flyers, brochures, etc.

Radio

TelevisionInternet – Web pagesSocial media – Facebook, TwitterBlogs25

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What are the advantages to being a part of agri missouri?

http://agrimissouri.com/

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Websites

Clayton Farmers’ Markethttp://www.claytonfarmersmarket.com/

Begg’s Family Farm

http://www.beggsfamilyfarm.com/

Heritage Valley Tree Farm http://www.heritagevalleytreefarm.com/Boone County Farmers’ Market http://www.boonecountyfarmers.com/27

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Making a Website

Choose a themeDefine goals for the website – Helps to narrow down what will be included; target audience, etc.

Make a plan – Create a flow chart as to how information would be laid out and what it would be linked to

Provide quality content

Check spelling and grammarKeep links currentMake contact information easily accessibleBe creative!28

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Blogs

North City Farmers’ Market http://www.northcityfarmersmarket.blogspot.com/

Farmers’ Market of the Ozarks

http://loveyourfarmer.com/

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Creating a Blog

Stay on topicStay informative Make posts on a regular schedule customers can follow

Be clear and simple in posts to get message across

Spell check and proof read

Create posts that cause interaction with customers30

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Twitter

AgriMissouri https://twitter.com/AgriMissouri

North City Farmers’ Market

https://twitter.com/NrthCityFmrsMkt

Ozark’s Food Harvest https://twitter.com/ozksfoodharvest 31

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Using Twitter for Business

Present brand Tell business story, add images, customize background, etc.

Complete your profile

Include contact information, share a web address, tell them who you are and what you do, etc.

Start following people Customers, business partners and suppliers, competitors, business neighborhoodStart talking!Drive traffic to website and/or blogAdvice to Twitter timeline32

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Facebook

AgriMissouri https://www.facebook.com/AgriMissouri

Schweizer Orchards

https://www.facebook.com/pages/Schweizer-Orchards/136968286052

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Using Facebook for Business

Create a business pageSet goals of how often to post, type of content for each post, etc.

Create page administrators

Create a places page

Experiment posting different times throughout the day to see when the target audience is most availableE-mail customers about business page and encourage them to “like” to receive special access to promotions, special events, etc.Promote business pageMonitor success and effectivenessRespond to customers Shows great customer service!34

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Location of Displays

Outside the Business Fairs, trade shows, demonstration plots

Display items too large to display inside; Visibility not limited to business hours or confines of building

Windows

Draw customers into storeEntrances and Exits Greets customers; Leaves favorable impression when exitingPoint of Purchase 2nd largest amount of traffic; Common, inexpensive items that can quickly be purchasedOpen Areas Highly visible within store; Stands out from other merchandise38

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Location of Displays

Walls Utilize space efficiently

Hanging

Save space

Shelves Categorize itemsClosed Cases Fragile items, expensive items, or items needing special handlingEfficient for displaying small itemsShadow Boxes Uses lighting and special effects to draw customers’ attentionUsed for expensive items39

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Using Displays Effectively

Establish a ThemePlan Setting Background, floor covering, accessories, etc.

Draw Sketches

Vary Sizes and Shapes

Add SoundAdd AnimationAdd Something Unusual or Unexpected A good small, talking object, etc.40

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Conclusion

The components of a promotional campaign include advertising

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public relations

, sales promotion, and personal selling. The right combination of components for a promotional campaign depends on the type of business, the market for the product, the effectiveness of various promotional strategies, and the type of competition the business faces. Promotional campaigns are an investment in sales and have become an essential part of today’s world. 44

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Examine the promotional campaign of a major business.

Identify all four aspects of the campaign on AS6.11 –

advertising

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public relations, sales promotion, and personal selling.Be sure to cite sources!45

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Exit Cards

What did you learn today about retail promotional tools and advertising?

What questions do you still have about retail promotional tools and

advertising

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