How do you promote a product?

Promoting product and servicesPromoting product and servicesBoy … is this guy dumb

• Introductions – small group activity

• Learning outcomes

• Overview

• Promotion

• Recap ... assessment

Promoting a product or service - Promoting a product or service - introductionintroduction

PromotingPromoting

• Learning outcome 1 -Learning outcome 1 - Plan the promotion of a products and services Plan the promotion of a products and services

• identify the contributions of the promotion of products and services to organisational goals

• identify appropriate strategies to promote products and services to customers and other interested parties

• recommend a method for monitoring the effectiveness of the promotional strategy

• Learning outcome 2 -Learning outcome 2 - Prepare a promotion for a product/servicePrepare a promotion for a product/service

• Select a strategy for the promotion which is appropriate for the target audience

• Plan and prepare a promotion which effectively communicates the benefits of the product/service to the target audience

• Overview:– Gaining management support– Benefits for the customer– Strategies for marketing to

potential customer– Advertising the program

to potential customers– But … did it work?

Promoting Promoting

• “If you make it difficult for executives to evaluate the merits of the proposed program, you make it equally difficult for them to approve and fund it”

• Managers need to know:• How will the program improve productivity?• Why should we keep on investing money in the promotion?• How will the program help this organisation meet it’s

goals?• Why should we lose days of productivity to send staff to a

promotion program?

Promoting Promoting

• Small group activity (four to group)• develop two types of promotions• Prepare a report to management outlining the benefits of

conducting a specific promotion program

• Developing appropriate strategies for the promotion• How can I best communicate what ‘is in it for them’?

• Strategies you can use:• meeting with one or two key managers• an oral presentation to a group• a written presentation, for example a submission or brochure• a video or computer presentation• Can you think of any others?

Promoting Promoting

• Advertising the program to potential trainees• newsletter• brochure• posters• the media (printed based or electronic)

• Any promotion should include:• a summary of content of the product• a brief description of expected benefits• the specific benefits for customers• the venue, time, date and cost• any selection criteria• who to contact for more details

Promoting Promoting

• Small group activity-• Prepare a report to

management promoting the program

• Develop two types of promotion for your training program

Promoting Promoting

Summary

• Why promote products and services

• How do we promote product and services

• Select one promotional technique and prepare a draft for your final assessment