Advantages • The main advantage of a press conference to the person calling it is that they do not have to repeat themselves to several different reporters at separate interviews. It also means that their announcement will have maximum impact by being in all the media at the same time (assuming that all the reporters think it is newsworthy). • The main advantage to the journalist is that it reduces the chance of individual newspapers or broadcast stations missing the story. It also allows them to share the workload of questioning the interviewee. If one reporter forgets or overlooks something, another reporter will probably think of it. 13:10 Page: 46
Disadvantages • There are disadvantages to the media in press conference, the major of which is that it is more difficult to get an exclusive story from press conferences. When every reporter hears the same words from the interviewee, they cannot keep secrets from each other. There are ways of getting round this problem which we will discuss later. • Press conferences can also give false importance to the topic being promoted. Promoters try to convince journalists that by getting them all in the same place at the same time the topic is of great importance, when often it is nothing more than free publicity or advertising. 13:10 Page: 47
BY LINED ARTICLES • Definition: • The by line article or feature articles is a special or prominent article which deals in depth with a topic or person. It is a short phrase or paragraph that indicates the name of the author of an article in books, magazines, newspapers, newsletters, content Web sites, blogs, or other publications. In some cases, bylines may be used to give credit for photographs or illustrations. 13:10 Page: 48
Advantages: • They add credibility with both clients and potential clients by showcasing your expertise and raising your profile. • Another benefit is the opportunity to raise awareness of issues that affect your practice and profession. • Difference from competitors to deliver the information about product or services. 13:10 Page: 49
Disadvantages: • Need a lot of research and development to write an article. • Take a lot of time to release an article. • Need an expertise to write an article. 13:10 Page: 50
SPECIAL EVENTS Definition i. Special events is the event can be open to the public for certain groups of people only, for a charitable cause or for any public causes. The organizer can invite media practitioners and personalities to participate in the event, not to just cover it. ii. The event itself and the photographs taken throughout the event can also be part of the organization’s new releases. If the special event is for fundraising, the media should be notified of the results of fundraising endeavor. 13:10 Page: 51
Advantages i. Target specific customers ii. Engagement with customers iii.Exposure to branding opportunities iv.Lead generation v. Feedback from customers 13:10 Page: 52
Disadvantages i. They take lots of time, planning, and organizational skills. ii. An event can be ruined because of the weather, a competing event on the same day, a promised celebrity not showing up, and many other details over which you have little control. iii.The money raised may not justify all the time involved. 13:10 Page: 53
SOCIAL MEDIA CHAPTER 4 Page: 54
Introduction • Social media platforms create an excellent opportunity to connect with interested leads, learn more about the audience, and generate sales. There are several types of social media available, so the retailer must understand all the options to choose is the best one. Page: 55
Definition of social media • Social media includes various forms of electronic communication, which users can employ to create online communities in which in which they share ideas, information interpersonal messages and other content. • Three Major Online Facilitators Are: • YouTube • Facebook • Twitter Page: 56
Identify types of social media • A global computer network providing a variety of information and communication facilities, consisting of interconnected networks using standardized communication protocols. • It relates to the process of selling the goods and services through electronic media, particularly the internet. Page: 57
Forum • The Retail Forum is a multi-stakeholder platform set up to exchange best practices on sustainability in the retail sector and to identify opportunities and barriers that may further or hinder the achievement of sustainable consumption and production. • Examples: Reddit, Quora, Digg Page: 58
Weblogs and social blogs • It used to publish, discover, and comment on content online. Content marketing can be a highly effective way to engage with your audience, build your brand, and generate leads and sales. • Example: WordPress, Tumblr, Medium Page: 59 13:10
Sharing of Video • User's upload, share, view and comment on the video. • This medium gives retailers a chance to express themselves in a different way than they have before. • A retailer such as the television company can broadcast its own channel, that is a YouTube site that contains relevant only to the company’s own products. • Example: YouTube, Nine Line, Man Crates Page: 60
Podcasts • A digital audio file made available on the internet for downloading to a computer or mobile device, typically available as a series, new instalments of which can be received by subscribers automatically. • Example: Duncan Trussell Family Hour, Twenty Thousand Hertz Page: 61
Social Bookmarking • It use to discover, save, share, and discuss new and trending content and media. • Social bookmarking is an online service which allows users to add, annotate, edit, and share bookmarks of web documents. These network can be highly effective for driving brand awareness, customer engagement, and website traffic. • Example : Twitter, Pinterest, Flipboard Page: 62
The application of social media in promotional activities • Social media is an essential piece of your business marketing strategy. • Social platforms help to connect with the customers, increase awareness about the brand, and boost leads and sales. With more than three billion people around the world using social media every month, the users and engagement on major platforms just keep increasing. • The several objectives of application of social media in promotional activities: i. Get Attention and Build Awareness ii. Communicate Authority iii. Encourage Engagement iv. Grow Affordably v. Provide Support Page: 63
PERSONAL SELLING CHAPTER 6 Page: 64
Learning Objectives: At the end of this chapter, you will be able to: Determine the objectives of personal selling Demonstrate 5 stages of personal selling Page: 65
Introduction Personal selling is where businesses use people (the “sales force”) to sell the product after meeting face-to-face with the customer. The sellers promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least trial the product. A good example of personal selling is found in department stores on the perfume and cosmetic counters. Page: 66
Salesperson – an individual acting for a company by performing one or more of the following activities, prospecting, communicating, servicing, and information gathering. Sales force management - The analysis, planning, implementation, and control of sales force activities. It includes setting and designing sales force strategy and recruiting, selecting, training, supervising, compensating, and evaluating the firm’s salespeople. Page: 67
Objectives of Personal Selling Personal selling is used to meet the objectives of promotion in the following ways: • Persuade customer to buy. • Stimulate sales of impulse – It relates to customer’s basic purchases. • Complete customer transaction. • Feedback information to company decision makers. • Improve and maintain customer satisfaction. • Create awareness of items also marked through the web, mail, and technology. Page: 68
STAGES OF PERSONAL SELLING Prospecting Pre-sale preparation: The first step in personal selling is the selection, training, and motivation of salespersons. The salespersons must be fully familiar with the product, the firm, the market, and the selling techniques. Prospecting: It refers to locating or searching out prospective buyers who have the need for the product and the ability to buy it. Potential customers may be spotted through observation, enquiry and analysis of records of existing customers. Approach or Making First Contact Pre approach: The step in the selling process in which the salesperson learns as much as possible about a prospective customer before making a sales call. Approaching: Before calling on the prospects, the salesperson should fully learn their number, needs, habits, spending capacity, motives, etc. Such knowledge helps in selecting the right sales appeal. After such learning, the salesperson should approach the customer in a polite and dignified way. Page: 69
Sales Call or Sales presentation Presentation: The step in the selling process in which the salesperson tells the “product story” to the buyer, highlighting customer benefits. For this purpose, the salesperson has to present the product and describe its features in brief. Demonstration: In order to maintain customer's interest and to arouse his desire, the salesperson must display and demonstrate the product. Handling Objection Handling objections: The step in the selling process in which the salesperson seeks out, clarifies and overcomes customer objections to buying. A sale cannot be achieved simply by creating interest and desire. Every customer wants to make the best bargain for the money he is spending. Page: 70
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