Roddy Mullin - Promotional Marketing

Promotional Marketing

In todays connected world, promotion is fundamental to everything we do to drive business. This is a new edition of an established book, updated with the latest research on the shopper/buyer and how to reach their tipping point when the decision to buy is made, now covering mobile, online and bricksand-mortar sales and marketing. This book clarifies why a focus on the customer is key, and how to communicate with them from even before they discover a want or need, to the point of purchase and after. The author of this important book explains how and when to use suppliers (agencies, printers, insurers, etc.) for promotions of all types, including advertising (outdoor, on websites and in print), experiential marketing (road and trade shows, exhibitions, merchandising) and sales promotions (in-store/web and mobile promotion offers). Processes describe and explain how to implement promotional marketing to achieve business objectives.

Promotional Marketing is a practitioner guide to sales and marketing for agencies, entrepreneurs and small businesses and those seeking a career in retail. It is packed with real-life and award-winning case studies and practical briefs (NatWest, Diageo, Sainsburys, Shell and Radisson, for example) as a starter for when the client needs a creative answer yesterday! It is also tuned to those studying, providing a chapter on how marketing and sales fit into business.

Roddy Mullin is a practitioner and business consultant with 30 years experience working for the professions, manufacturers, service and media industries, large organisations (such as BRE and Royal Mail) and government (NAO), and a widely translated author (into Chinese, Russian, Korean, Polish and Portuguese, for example). His books are targeted at entrepreneurs, small business owners, academic students (as university undergraduate and diploma course core texts) and those seeking marketing careers. His books cover all aspects of marketing this book describes how to implement promotions; his other books focus on measuring marketing, direct marketing, analysis of the shopper and experiential marketing.

Promotional Marketing

Second Edition

Roddy Mullin

Second edition published 2018

by Routledge

2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

and by Routledge

711 Third Avenue, New York, NY 10017

Routledge is an imprint of the Taylor & Francis Group, an informa business

2018 Roddy Mullin

The right of Roddy Mullin to be identified as author of this work has been asserted by him in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

First edition published by Kogan Page 2014

British Library Cataloguing-in-Publication Data

A catalogue record for this book is available from the British Library

Library of Congress Cataloging-in-Publication Data

Names: Mullin, Roddy, author.

Title: Promotional marketing / Roddy Mullin.

Other titles: Sales promotion

Description: Second edition. | Abingdon, Oxon; New York, NY: Routledge, 2018. | Edition numbering starts over again with the title change; the earlier edition is called sixth edition but is the first under the new title. | Includes bibliographical references and index.

Identifiers: LCCN 2017059596 | ISBN 9781138567481 (hardback) | ISBN 9780815359951 (pbk.) | ISBN 9780203705810 (ebook)Subjects: LCSH: Sales promotion. | Marketing.

Classification: LCC HF5438.5 .M85 2018 | DDC 658.8/2dc23

LC record available at https://lccn.loc.gov/2017059596

ISBN: 978-1-138-56748-1 (hbk)

ISBN: 978-0-8153-5995-1 (pbk)

ISBN: 978-0-203-70581-0 (ebk)

Typeset in Bembo

by Deanta Global Publishing Services, Chennai, India

Contents

PART I
The context

PART II
So what can you do to promote your brand, your products, your business?

PART III
Implementation

Promotional Marketing is any marketing initiative, the purpose of which is to create a call to action that has a direct and positive impact on the behaviour of a targeted audience by offering a demonstrable, though not necessarily tangible, benefit.

IPM definition

So what is the context now for promotional marketing?

It is one of responding to change , primarily in the ways and means of communication; but so much other change is happening to the lives of the consumer, the opportunity for marketers is phenomenal. Whether bringing a new product or service to market or to communicate the changes being made to an existing offer, the retailer/supplier/brand manager has both to keep up to date with shopper/buyer preference (mainly for mobile), communications techniques and the language used to stimulate the shopper/buyer and with messages, in a sequence that research finds builds the shopper/buyers subconscious mind file to the tipping point, when they decide to buy. This essential book on promotional marketing covers all this and explains why promotions are the gilt on the gingerbread.

and for the marketer, to help with a rapid response. For the busy person needing help in an agency or within a marketing department, when the client or boss calls with the task to communicate a new direction or product or service for their business to their shoppers and buyers oh, and to do it by tomorrow here in this book are plenty of briefs (99 of them) and case studies (32 per cent more than the previous edition!) to feed the need to be creative and innovative. Modify them for your solution. Use the contents in the book to provide a rapid promotional marketing idea and practical response through promotional marketing and win over the shopper/buyer to a positive purchase decision tipping point so they buy from you or your client, and not the competition. Use the points made in this book to help justify to the client your choice of promotion.

).

The major communication change in media use by the shopper/buyer is to mobile. Though previous book editions had forecast the switch to mobile, it can now be confirmed as paramount. This book replaces the 2014 Promotional Marketing title (which replaced the fifth edition of Sales Promotion ). It is a fairly urgent update to reflect the mobile revolution. Even mobile use is changing too leaving messages is no longer acceptable as many do not bother to recall voicemails, and the use of text messaging and social media such as WhatsApp, Twitter and Instagram has replaced voice rather than live calls. The demise of apps is forecast with better websites and home pages sized for the mobile doing the same job as apps did.

How effective are social media messages? Very! The Labour Party in the 2017 election used mobile extensively to market their offer, with over 2.8 million shares from 925 messages over Twitter and Facebook with likes increased by 80 per cent compared with the Conservatives 159 messages with just 130,000 shares and a 10 per cent increase in likes. Brilliant promotional marketing in a plethora of messages, building up to the need to vote and to vote Labour by Momentum on behalf of Labour to catch younger voters! And they did well.