The products I choose is hand sanitizer open the file there are 4 subjects (Advertising Objectives, Direct Marketing, Personal Selling & Sales Promotion, Sales Force Management) read them and choose one to connect it to the hand sanitizer then write one page Bullet points

Advertising Objectives

In this video, I’m going to talk about advertising objectives. Specifically

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when you create an advertisement, you usually have one of three main objectives;

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To inform customers of something, to persuade customers

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to like your company brand or product more. or to remind customers

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that you exist and that you have some sort of exchange relationship with them.

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So let’s talk about these in more detail. Our first objective is informative

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advertising, to inform. So the main objective here is simply to provide information.

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Maybe you’re providing information about a new product. Maybe you’re rolling out a new product and you wanna

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let customers know when it’s coming out, and what this new product will entail.

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Maybe you wanna communicate information about why your product is so good.

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How will create customer value. Maybe you provide information about your

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brand image, what your brand stands for. Maybe you’re going to provide

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information about how something works, about a price change, or

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about new features available on your products; and finally, you might

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use informative advertising to correct false impressions.

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Next up, we have persuasive advertising, and the main objective here is to persuade customers

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to buy from you or just like you more. So one form of persuasive

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advertising is known as attack advertising; and that’s when you compare yourself

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to competitors. Try to showcase how you’re offering or your brands are

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better than the offerings of your competition. Persuasive advertising

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is also used to build brand preference, to encourage customers

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to switch from a competitors brand to your own brand, to convince

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the customers to tell others about your brand, or to convince customers simply to purchase

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more or purchase now. Lastly we have reminder

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advertising, and the main objective here is simply to maintain that relationship with your customer.

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Maybe simply remind your customers where to buy your product or when to buy

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your product, or maybe the point of the ad is really just to make sure the customers haven’t forgotten

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about you; and so that your brand or your company is still in their minds.

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Now which ever you choose; to inform, to persuade, or to remind, that’ll be your primary

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goal. But one thing I should say, is that these are mutually exclusive. You can have

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an advertisement where your primary objective is to be persuasive, but you’re also providing

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information. So you can have multiple objectives, although your main

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objective is going to be to inform, to persuade, or to remind.

Direct Marketing

Hi Marketers, in this video I’m going to talk about Direct Marketing, which is one of the elements

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in your promotion tool box otherwise known as the promotion mix.

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Direct marketing is any direct communication between the customer

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and the marketer which is usually designed to generate

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purchases, to encourage customers to request further information,

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or to encourage customers to drop by the store or company website.

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Now direct marketing involved two key steps. Step

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number one is all about market research. I talked about market research

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in a series of videos in a previous course module and indeed, all of

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that is relevant to step one of direct marketing. Direct marketing

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involves collecting information, analyzing that information, and interpreting

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that information about your customers in order to understand who they are, what

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they want, and how you can best to provide that for them.

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Step two, after you’ve conducted your market research and analyzed your research

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and interpreted your research, is to use your findings to engage

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in direct targeting, micro targeting, of individual customers.

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You collect your information on customers. You learn about any particular individual customer,

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and then you directly target that individual customer.

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So traditional forms of direct marketing have involved things like catalogues,

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that are sent to consumers in the mail. Other forms of direct mail and by that I mean

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things that arrive in your physical mail box with a postage stamp on it and a physical

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address street address and telemarketing when a marketer telephones

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a consumer directly on their phone number. These are losing popularity

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in marketing today, although many of them are still utilized, but more contemporary

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approaches to direct marketing involve digital marketing. So rather

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than sending in a letter to a customer in the post, marketers now send

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e-mails to customers. So that’s our, you know, direct e-mail.

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Marketers often connect with customers directly through social media.

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And sometimes this is one on one conversation on Twitter or Facebook or other

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social media platforms. And so these can be two way conversations facilitated

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by digital technology such as social media. And we also

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have online advertising. You might have noticed this before, where maybe you were

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browsing a particular product on the Internet and then a few days later that

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exact product that you were browsing on a website appears in an advertisement

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on a different webpage. That’s direct advertising. It’s not a coincidence

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that that you know pair of shoes that you were looking at online is all of a sudden being advertised

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to you on your Facebook page. That’s direct marketing. The marketer identified

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the fact that you personally were looking at those shoes and that you

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might be interested in them and so now they’re directly targeting you with advertisements

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in order to encourage you to make a purchase or seek more information.

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Personal Selling & Sales Promotion

In this video I’m going to be talking about two different elements of the promotion mix.

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These two elements are sales promotions and personal selling. So both

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of these are part of your promotion tool box. I’ll start with sales promotions.

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Sales promotions are short term incentives that encourage

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consumers to purchase a product or service. Their main message is

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buy it now. So sales promotions are going to be all those times

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you’ve walked by a store and you’ve seen a big sign saying fifty percent off this weekend only.

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That’s a short term incentive to buy something that the company is selling. Right?

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So that main message is buy it now because it’s fifty percent off this weekend.

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Or buy one get one free. Alright. That encourages the customer to buy it

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now. So sales promotion is going to be any short term incentive that tells

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customers to go ahead and purchase now. Sales

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promotions can be targeted at end consumers or businesses.

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Right, so we can have consumer promotions and we can also have trade promotions

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And many of the promotional tools that we use apply to both categories of promotions.

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Free samples for example, that’s one way of encouraging customers

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to buy now. You give them a free sample you let them try it out, they like it, so they go

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ahead and they buy it. Alright. That can be the case for a consumer or

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a reseller. Coupons works similarly. You can give

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customers a coupon for you know X number of dollars off and you put a little expiration

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date on that coupon and that encourages customers to go in and redeem that coupon

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within the allocated time frame. We also have premiums.

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Premium is just a fancy way of saying gift with purchase. Alright. So sometimes

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you make a purchase and you get that free gift and that comes with it. That free

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gift is known as the premium. It’s also part of the augmented product linking back to one

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of the previous videos. We have point of purchase displays. So maybe a nice

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display that you give to the store and put out for customers

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to see that helps customers understand, you know, why they might wanna buy something

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and reminds them that they could purchase it right now. Contests right?

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You know, so if you buy something maybe you are entered into a contest to

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win a trip to Hawaii or something like that. That’s a different type of sales promotion tool.

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We have an event sponsorships. Companies like a Red bull are often very

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active in things like event sponsorships. And that gets the red bull name out

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there. Usually you see that in combination with samples and point of purchase displays.

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And helps build that customer relationship and encourage customers to buy or consume now.

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And lastly we have a rebates. Rebates occur when a customer buys something

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and then after they’ve paid the price for that particular offering they can

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usually by mail or by e-mail send in a form and to get

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money back and that’s known as a rebate. And again this can be directed towards

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an individual consumer or a reseller.

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selling which is another separate elements in your promotion mix.

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Personal selling involves a sales person or a member of the sales force

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engaging in personal interaction with a customer in order to build customer relationships

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and then maintain those profitable customer relationships. Which is of course

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at the heart of what we’re trying to do as marketers. This requires listening

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to customers, understanding their needs and carefully considering

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and coordinating the sales person’s efforts in order to create customer

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value. Now the sales force is full

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of sales people and sales people are representatives who engage in this listening

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communicating, selling, servicing, information gathering, and relationship building.

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We have a great personal sales program here at CMU as well that you might

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be interested in investigating if you’re interested in sales.

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So sales people are a critical link between the company

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and its customers. Why are they a critical link? Well two reasons.

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First of all, they represent the company to the customers. They act as extensions

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of the company and to many customers a sales person is essentially the face

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of the company itself. So they are a very important representation

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of the brand or of the company to the customer base.

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Similarly they act as representatives of the customers to

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the company. They listen to customers, they try to understand customer needs,

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they synthesize what they’ve learned and then they act as champions of the customers

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by bringing the information that they’ve gathered back to the firm and saying

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feedback from customers is X Y and Z. And so I really think that in future iterations

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of our offerings we should consider these things to improve the customer experience.

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Sales Force Management

The sales force is a critical component of most marketing departments.

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Why is the sales force so important? Well sales people act as the link

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between the company and the customer. So the sales people represent the company

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to the customer and then they provide customer feedback back to the company.

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So they’re this critical link and this makes the sales force really really important.

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So let’s take a little bit of time to talk about how we manage our sales force.

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Here the quick little diagram of the major steps in sales force management and these major steps

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are, we start with designing your sales force sort of structuring it and deciding how you form

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team leader or if you’re forming teams. Recruiting a sales force training

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them, paying them, compensating them, supervising them and evaluating

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them. And we’ll go through each of these steps in a bit more detail.

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So in designing your sales force you wanna think about it’s structure. And there are four

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main ways of structuring a sales force. These are territorial,

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product, customer, or complex. So a territorial

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sales force is one in which a sales person is given a specific

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geographic area within which to sell. So someone might be given

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you know the North West and that’s their territory for sales. And

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somebody’s given the south and somebody’s given the East. We divided the

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space up into geographic areas and different sales people sell in different areas.

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Product sales force structure is one in which sales people sell special

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products or particular products. And that’s all they sell right. So

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they can sell that particular product in any geographic area, they specialize

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in what it is that they’re selling. Alright. so some sales people sell this item,

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other sales people sell a completely different item. Our third

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way of structuring a sales force involves a customer type sales force.

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Where different sales people sell to different types of customers. So maybe some

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sales people are designated as sellers to small to medium sized enterprises.

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And other sales people sell to large enterprises. Or maybe some sales

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people sell to individual customers and other sales people sell to business

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customers. So in this case sales people specialize by the type of customer who

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they’re selling to. Now our last type of sales force structure is known as the

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complex structure. And that’s simply a combination of two or more of the structures

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I’ve just talked to so for example maybe a sales person sells a particular

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product to a particular type of customer. That’s gonna be a complex sales

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force structure because we’re using two structure types customer and product

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in order to structure our sales force.

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We also wanna think about sales force size. So how many people to be one of our sales force team?

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Now, some companies have one sales person and some companies have hundreds,

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thousands, tens of thousands sales people. And of course the larger

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the sales force you have the higher your cost are going to be but the larger

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volume of sales you will make. So you wanna think about what’s the right size

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for your company. If you have a lot of resources in your company that’s a very large

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company a large sales force is probably quite appropriate and you can probably manage those costs

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if you’re a healthy profitable company. But for smaller companies maybe just one

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sales person or a few would be more appropriate. We also want

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to think about inside versus outside sales. So some

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sales forces have their sales people travel outside of their office

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to customers. So what they do is they get up out of their office. They drive

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to a customer and they need the customer where the customer wants to meet. Whether that’s in

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the customer’s office or at a particular restaurant that the customer wants to meet at.

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In either case the sales person is leaving their office and traveling outside to meet

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the customers wherever the customer is. Inside sales is the opposite

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of this inside sales occurs when the sales person physically stays

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in their office and contacts buyers or customers on the phone

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or through e-mails. Those are the two primary ways in which they would contact

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customers, right. So these sales people are part of an inside sales force

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because they’re staying inside their own office and sometimes customers

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will even come to visit the sales person in their office. Now

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the last consideration in structuring and designing your sales force

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is whether you’re going to have a team selling approach or individual selling.

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Now most sales people are trained to sell alone. They’re trained

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to go out and have a one on one interaction with a customer. So team selling

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it is not something that most sales people have been trained for.

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But team selling is often a really good idea in a complicated selling situation.

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So for example you might wanna use team selling if you’re selling at to a really important

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customer or if you’re making a really big sale. Or

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if you are selling a really complicated product. So maybe on your team of

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sales people. you want someone who’s there to explain

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how our product is engineered. You want an engineer there to be able to talk about how

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that product was made. And you also want an HR rep

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there to talk about how someone might train their staff to use this complicated product.

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So you might want more than one person there to sell a complicated product.

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So there’s some great things with team telling, obviously a team can do more work and

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can seize opportunities that no single person could. That’s the benefit of teams

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in general. But of course team selling has disadvantages one of which is that

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sales people are often very competitive and as I mentioned they might not

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have been trained to work well in teams. Another issue with team selling

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is that sometimes team selling can be confusing or overwhelming to

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customers. So it might be difficult you know for the customer to sort

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of interpret or be at ease with the whole team of sales people

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in front of them. And lastly as in all teams it can be very difficult to

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to evaluate to an individual sales persons contributions with in a team.

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Now let’s talk about recruitment, so as I mentioned at the beginning of this video your sales force

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is really really important part of your marketing team because they represent

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a critical link between the customer and the company. So you wanna recruit

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carefully, select the right employees, the right sales people.

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And so when you do that you know, when you carefully recruit and select your sales

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people you’re setting yourself up to have a good sales force. Now when

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you’re recruiting sales person you wanna look for some key talents. One

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of them is that you want a sales person who is motivated from within. Their self

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motivated and disciplined, And you want that in a sales person because typically

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a sales person that doesn’t get micro managed by their supervisor. Typically

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they’re on their own to make sure they’re doing their own work and so you wanna make sure that they’re disciplined

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and self motivated. You also wanna see in a sales person

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that they’re able to build relationships with customers and also close the sale.

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So it’s one thing to be charming. Be a good relationship builder but it’s another thing to be able

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to close that sale. And that’s a critical part of the job of sales person.

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We need to train our sales people. This is the next step in sales force management. Training occurs

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in, you know, many of the traditional ways today, seminars, meetings, online programs,

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in person programs and regardless of how you’re trained

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or the format of your training, training programs typically have at two main

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goals. One goal is to train people on relationship building

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and the selling process in general. Right so this is a lot of interpersonal

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skills, how to talk to clients, how to speak persuasively,

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that’s some of the stuff that’s going to happen in training of the sales person but the other

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important part of training a sales person is training them to have

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expert knowledge on the company they work for, the products

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they’re selling and the overall market. Right so the competitors’

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substitute offerings and understanding all of this is really important because

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it shows that the sales person knows what they’re talking about right. They’re not just charming and not

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just nice, they know what they’re talking about and they know about the product and they can answer

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questions about it which is really important. Next we have compensation.

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Most sales people work on a salary that’s sort of

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has a small fixed amount but then has a larger variable component based

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on commission right. So a sales person might only see, say,

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thirty percent of their salary come from their fixed salary and the rest

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of their income might come from commissions. So a percentage of the sales

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that they generate or maybe in bonuses. Right, so if they sell X number of

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units they’ll get a bonus as compensation. The other way

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that we compensate sales people has to do with their expenses and other benefits.

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So personal selling often involves taking clients out to lunch, go golfing with

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clients. driving to meet clients and all of these need to be expensable.

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Gas money, take your client out for lunch and pay for the bill.

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So there’s also that part of the compensation is the expense account.

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We have to have supervision. So supervision as I mentioned earlier isn’t about micromanaging.

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It’s about helping sales people to work smart. Which means helping them

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not waste their time on administrative tasks and or the nitty-gritty office

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work. But simplifying it for them so that they can focus on doing what they do well.

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Which is building client relationships and closing sales. So supervision

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should really aim to help sales people not waste time on other tasks.

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So potentially even doing a little bit of work for them to assist them in what they

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need to be doing. So as

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always we need to evaluate how our employees are performing, sales people are no different.

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We wanna evaluate sales people based on a few criteria. One of these is absolutely

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going to be their sales reports. How much did they sell right or their call reports.

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You know, how many times did they call a client. We also wanna know about their expense reports.

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How much did they expense relative to how much they brought in. Are they sort of

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using their expenses in a sort of questionable way or are they using their expenses to

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really help them through the sales process. So it’s a good idea to have a very clear standards

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for judging this performance and also as always a good idea to provide constructive feedback

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that you not only motivate sales people to to perform but can help

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them in the future to perform better. So here we have it those major steps

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in the sales force management process. Starting with designing your sales force and going all the way through

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recruitment training. Compensation supervising to evaluating their performance.

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