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caputuring theeyes

caputuring theeyes - Small Business Promotion Capturing the...

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Small Business Promotion Capturing the Eyes of Your Market
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Learning Objectives LO1 Recognize the different approaches and methods you can use to craft and convey your promotional message LO2 Learn the key skills involved in personal selling, especially closing the sale LO3 Recognize the major approaches to customer relationship management LO4 Learn how to develop a press relations program LO5 Learn how to develop a public relations program
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Crafting Your Message Message should combine the elements of your product or service’s value proposition with the needs of your target customer Need to decide the voice or tone of you message i.e. humor, fear, patriotism, collegiality, etc.
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Crafting Your Message Succinct Message Your key point in as few and as memorable words as possible effective
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Conveying Your Message Promotional Mix how much of each message conveyance you will use to sell your product as well as your objective in using each one
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Promotional Techniques
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Conveying Your Message Advertising Advertising is often used to support the corporate identity and value propositions that are established through public relations efforts. advertising outlets include newspapers, magazines, billboards, television, and Internet banner ads. Historically lacked customer feedback, interactivity and immediacy—changed by the web and active ads; DR/DI also solutions
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Conveying Your Message Sales promotion A form of communication that encourages the customer to act immediately, such as coupons, sales, or contests.
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Conveying Your Message Keyword and description tags Terms included in the hidden portion of a Web page which are used by search engines such as Yahoo! and Google to describe your Web site and evaluate its focus and category placement.
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Conveying Your Message Viral marketing Any electronic equivalent of word-of-mouth advertising, in which the advertiser’s message spreads quickly and widely via e-mail, Web site, blogs, and other online tools. http://tubemogul.com / Fewer than 1% of videos ever exceed one million views, according to our research, which took a sample of 2 ,508,420 random YouTube videos to compare all-time views. The result is that paid media is now necessary to get videos watched, even in viral video campaigns.
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The Process of Personal Selling Personal selling
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