TOPIC 1. Aspects of Marketing PDF

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BLOCK 1: WRITING FOR MARKETING AND ADVERTISING

UNIT 1. ASPECTS OF MARKETING RULES 1. Phrasal verbs are not formal. We don’t have to use phrasal verbs. What’s the formal verb for hand in? Submit. 2. Don’t use the word “get” (especially in the form of a phrasal verb).

1- FIVE MARKETING CONCEPTS. Different factors that work when we sell a product.

EX: galletas dinosaurio; they were selling the biscuit to our parents, not us. What’s the difference between Maria and Dinosaurio? To us, the shape; to our parents it was the price and the proprieties. If they wanted to change the biscuits to one bigger and with chocolate  it changes the production concept, different price (bigger+chocolate), BUT IT’S NOT THE CHILD WHO BUYS IT. The problem is: mess, chocolate melts, bigger takes more time to eat, etc. Parents wouldn’t buy it. Social marketing concept: we need to dominate the different social channels as Twitter, Facebook, Instagram…

2- BASIC MARKETING CONCEPTS The four basic elements of effective marketing: 1. SALES 2. PROMOTION: how are you going to sell it. Ex: 2x1, special offers. Companies who sell products pay supermarkets to put their products at the best position. They’ll pay for any advertising that supermarket does (ex: revistas de carrefour con productos dentro). They pay for them to be “oferta”. We buy the product and we pay the supermarket; when does the supermarket pay Coca-Cola? In 90 days… we have that money for 90 days before we pay the companies. The most important part of supermarkets is managing the money.

3. ADVERTISING. On the streets, tv, radio, online, 4. PR. Deal with the clients, new products, product changes, giving information.

3- THE MARKETING MIX Combination of techniques used to market a brand. Techniques are often called the 4 P’S: PRODUCT PRICE. We pay what we think is the correct price. PROMOTION PLACE. The best products are at the eye level. Four more P’s!! 5. People: how your staff and costumers differ from the competition’s. Our costumers are different from the costumers of another supermarket. 6. Process: how your product is made and delivered, how your service is accessed. Ex: amazon sends the product quickly and then makes sure you are satisfied, sending you numerous emails to check it. 7. Physical presence: what your website or shop looks like. Does the look of the website create the desire to buy a product? 8. Physical evidence: how your service becomes tangible. Ex: tickets, coupons (we can change a piece of paper for the product it offers). People still want something in their hands. Ex: a pen with branding and contact information.

4- THE 7 P’S

5- HOW IS THE TARGET AUDIENCE IDENTIFIED? We identify our target audience thanks to segmentation. Market segmentation  -

Identifies groups of consumers within a market who share similar needs and demonstrate similar purchasing behavior. Described using demographics, geographics, behavioural factors and psychographics.

Ex: what are we? Students; second year university students; at ESRP; our age; millennials; if we are from Barcelona or not; male/female.

When we create a profile on facebook we segment the audience for them. They sell this info to companies who want to sell products to us.

WHAT ARE DEMOGRAPHICS?

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Age group e.g. 21-25.

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Gender (male/female).

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Religion or ethnicity.

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Income.

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Life cycle e.g. single, married, with children.

WHAT ARE GEOGRAPHICS? •

Region. Why is it important? Because the income of its population. Carrefour in Barcelona has different prices of their products according to the region .

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Population density. It will be more expensive to promote your product in Plaça Catalunya cause a lot of people walks pass there.

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Climate. E.g. we won’t buy ice cream on January.

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Population growth.

WHAT ARE BEHAVIOURAL FACTORS? •

Price sensitivity. Hay productos que según lo que valga no lo compraras; hay productos al que le eres muy muy leal y pagarás lo que sea para conseguirlo. You can damage a Brand by changing a Price (also by making it cheaper cause the prestige won’t be the same).

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Usage rate (average sales per day). How often do we use the product.

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Brand sensitivity and loyalty

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Benefits sought (buscado) from product/service.

WHAT ARE PSYCHOGRAPHICS? •

Education e.g. secondary school, vocational training, degree etc.

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Attitudes and opinions.

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Lifestyle. E.g. fitness. By promoting a lifestyle, it means you have a market and products designed for them. Create a social group, who use a type of products.

6- COSTUMER PROFILE People can be targeted as individuals or households (family groups living together) e.g. of 4.7m runners in the US. A big market if you are selling shoes.

7- SWOT (DAFO) How you analyse de services/product. Pre-launch analysis of product / service: •

Strengths (fortalezas)

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Weaknesses (debilidad). We need to know in what ways it’s not good.

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Opportunities (oportunidad)

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Threats (amenazas) - Internal factors i.e. refer to product / service. - External factors i.e. refer to marketplace.

Exercice  4 out of 10 costumers embarca su maleta en el avión STRENGTH -Less workers -Saving money (transport) -Less weight OPPORTUNITY -Sell new kinds of suitcases.

WEAKNESS

THREAT -For the company doing the service at the airport (losing income).

-Opportunity for Ryanair (they have restrictions on how much you can put on the -People making suitcases. plane and you have to pay more).

8- AIDA Steps taken by marketers to sell products or services. We need to do something to get attraction and to keep the interest on our brand. If the desire is there, identify it; i fits not there, create it. Make people want this product, •

Attention – attract it

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Interest – keep it

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Desire – create / identify it

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Action – call for it. (e.g. wear the t-shirt with the brand on it)

PART 2 STREET MARKETING AND GUERRILLA OPERATIONS Traditional advertising is changing; 6 minutes of advertising in TV is too much nowadays. GUERRILLA MARKETING ISN’T JUST ABOUT THE MEDIUM, IT’S ABOUT THE MESSAGE. IT’S A WAR DOWN THERE  •

Advertising is like bombs dropping: a massive consumer attack in traditional media

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Consumers, young people especially, become more unaware and tend to reject this type of communication; too intrusive

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Clutter effect: too much advertising and it’s getting more and more unnoticed

1- WHAT DOES GUERRILLA MEAN? •

Guerrilla fighting is a military operation conducted in enemy held territory usually by volunteer or “irregular” forces (guerillas).

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From Spanish “guerra” for “war”, guerilla means literally, petty or little war.

Guerrilla marketing allows a brand to target its audience and invole it in the operation.

The term was made públic in the book Guerrilla Marketing, created by Jay Conrad Levinson in 1982, and he said that: “is an unconventional way of performing marketing activities (primarily promotion) on a very low budget”

Street marketing is part of guerrilla marketing. Guerrilla marketing is not only street marketing but it’s all the unconventional ways of promoting.

The idea of terrorisme is as the idea of advertising: make an impact and keep people scared, sending vídeos/pictures: it’s like advertising. Ex: terrorisme attacks in bcn; some people participated in sharing material. 2- WHAT IS STREET MARKETING? •

Street marketing is a form of communication that takes place in the street and tries to entertain the audience in order to make the public the actor of the promotion.

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Street marketing is mostly aimed at 15-25 media-savvy people but has proven its efficiency on all types of consumers.

Something that happens in the street, in a public space. The main idea is to involve the public, make them the actor of the promotion. Specific target: young people, media savvy (take a picture and send it).

WHAT ARE THE BENEFITS OF STREET MARKETING? •

Consumer-friendly

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Cheaper

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Innovative

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Establish a relationship with the customer

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Better targeted

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Less aggressive 3- WHY USE STREET MARKETING?

⇒ To develop brand loyalty. Us, by retweeting, resending, we become part of the brand. ⇒ To recruit new consumers. By using social media. ⇒ To optimize visibility, attribution and memorization of the message. I can do a little event in a place but with social media the impact increases and helps people remember. ⇒ To build a community. You believe in it, you send it, you are a part of it. ⇒ To stand out from the competition. ⇒ To create curiosity rather than hostility and lack of interest. Hostile example: when we watch tv and advertising comes on. ⇒ To get press: it’s in the news and it’s repeated. If it gets in the newspapers: publicity (it’s free).

4- WHO USES STREET MARKETING? While still used frequently by small businesses, guerrilla marketing has been used increasingly by Fortune 500 companies, including General Electric, Yahoo!, Citigroup, Sony Ericsson and Nike. Street marketing is mostly used by concert organizers, the cinema and music industries, but now also by the telephone and clothing industries It is becoming very popular.

5- STREET MARKETING: “SURPRISE TO ATTACK” Different types of street marketing  •

AMBIENT

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BOARDS

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SAMPLING

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PROMOTION

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FLYING

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ANIMATION

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HAPPENING

Shells: when you look inside there’s a promotion for the seafood restaurant behind the beach. Very local and cheap. Who does the advertising? Technically is you opening it up. Good: in the area where the restaurant is. You don’t have to advertise it everywhere.

Car destroyed and in it there’s a a giant block of ice. Inside the block of ice there are jeans; what happens to the ice? It melts; it generates curiosity. You hope that people will film it and send it on. The idea is to create a process where something is happening. It takes time but it’ll be gone soon.

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NON-TRADITIONAL OUTDOOR

The Economist is a magazine very well written. Red: strong ideas, strong opinions… When you walk pass the light bulb comes on  ideas. How do you get your ideas? Read the economist.

The winner is the costumer. You can be the winner: take a photo and send it. Very simple.

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TAKEAWAY (BAGVERTISING, CUPVERTISING)

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OTHERS (SMARTVERTING, STORE FRONTAGE, EVEN ASSVERTISING)

6- NGOs (ONG) Non-profit organizations massively use street marketing to draw attention and create awareness on their campaigns This medium is perfect for NGOs because it requires only a low budget (it’s cheap), allows great creativity and can really shock the public Consumers tend to accept this communication because NGOs aren’t selling anything

7- NEW TRENDS IN STREET MARKETING • • • • •

Wall projections Teasing Use of actors Floor graphics Giant products

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Wall sprays Subway marketing Nightlife marketing (Bars, Clubs) Interactive billboards (Bluetooth)

8-INCENTIVES Street marketing can be a good way to lead the public directly to the shop thanks to coupons, free gifts or big arrows and signs. There are also some innovative ways to drive traffic in stores and increase sales.

PART 3. HOW TO WRITE GREAT PROMOCOPY First writing task  write a campaign for a client. We have to write something that is persuasive, that makes the target put money down. We are going to get a brief. We have to create a name for the product and promotional material. The art of getting what you want. PROMOTIONAL COPY-WRITING TECHNIQUES Persuasive techniques used in written and spoken texts for: -

Marketing materials. Slogans. Presentations. Advertising copy Political and other speeches. Sales pitches. Pitches throws the ball, the campaign; you present and you sell. Motivational talks

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4- OPINION AS FACT Booking a group of 10 or more with Jet2holidays could not be easier.

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Ex: The Beatles had success cause the first songs were very simple; easy to understand and to be a part of.

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9- SLOGANS OR MANTRAS Package holidays you can trust.

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Jet2holidays… group holidays trust… book… sun… easy etc....