Home | Internet Marketing

Operational marketing and sales promotion

By: donald villeneuve

Read More About Internet Marketing

The basic principle of marketing is to offer customers products that meet their expectations. Once created these products must still promote and highlight the face of existing products and competitors. This is a facet of operational marketing.

Traditionally marketing has two major operational objectives:
1. Win new customers,
2. Loyal customers conquered.
Operational marketing is to set up marketing efforts to reach these goals. It feeds on direct marketing methods and techniques of sales promotion and follows a sequence of 7 steps:
1.IDENTIFICATION targets
2.Definition objectives
3.Conception actions
4.Elaboration marketing mix
5.Dιtermination a budget
6.Exploitation actions
7.Mesure results and calculation of profitability.

1 - Direct marketing:
Direct marketing is based on a personalized message directed toward a target identified with the goal of personalized communication between the advertiser and the client to the client to initiate an immediate response. It presupposes the operation of a database and the use of adequate communication channels. The most common techniques are:
• Direct mail
• E-mailing
• Bus-mailing
• The fax mailing
• The phoning
• The pricing error
• Maps
• The POS
• The street marketing
• Home shopping
• Catalog
• E-business
• Kiosks.
We will quickly review some of these different actions.
Direct mail:
It consists of sending a letter by mail from a mailing list clean and updated. While the old design it is widely used eg for the promotion of perfumery / cosmetics consumer.
The basic composition of a postal mailing the following form:
1.A letter of grip,
2.The envelope "carrier"
3.A medium: leaflet or brochure,
4.A incentive to act: order form or coupon reply
5.The prepaid reply envelope.
The e-newsletter:
The procedure by sending an email to more or fewer users. This method was born of course the advent of the Internet and it has many advantages:
• A low cost,
• A quick contact
• Excellent reactivity
• Rate of return higher
• A greater measurability,
• Different formats.
An important advantage of e-mailing is the number of interesting options such as returning a form, the e-coupon, printable coupon, the button "reply", the telephone number.

Despite its apparent ease of the campaign e-mailing must meet a number of rules: a clear identification of the sender, a subject short, clear and precise customization optimized, no address in copy.
As for the mailing by post, users tend to be inundated with e-mail advertisements. The attractiveness of the offer should therefore be particularly worked. A number of CSF (critical success factors) are identified:
• Originality
• Organization
• Personalization
• The quality of the file
• A test phase
• Perseverance
• Effective management of returns
• The measurement and analysis results
The phoning:
It includes methods using the phone for support. It is typically used in three typical situations in incoming or outgoing calls:
1.La prospecting
2.La trade (and cross selling)
3.The Board
It took considerable proportions with the development of computer and telephone technology and the development offers providers in call centers.
Maps:
They have experienced significant development in recent years. What is the sign that does not have its dedicated card? According to case this card may have a different use, he may just be a card entitling them to reductions or a combination of points (loyalty card). It may be a credit card backed by a bank and has almost the same properties as a conventional bank card may be associated with privileged conditions for the holder (special discounts, access to special promotions ...) and may indirectly fuel the profiling of the holder and refine the CRM.

The POS (Point of Sales):
A classic in the hyper and super markets, POP consists of a set of media used in place of sales itself: stop radius, panel, display, console stand (animated or not), video spot, kiosk ... and it responds to 3 objectives: to attract the attention of the customer, advantageously the product, customer involvement. The IVL or Information Point of Sale is a declination. It is a sort of placard installed in the beam itself with the aim of attracting customer attention on a particular product.

The street marketing:
Or street marketing is a set of techniques that are intended to promote an event, product, service only in the street. The tools used are mostly of flyers, posters, samples or media of communication much more original.

The street marketing is more effective when the communication places are subject to large flow passages (train, metro, wide avenues, etc. ...).

The Catalog
Although it appears the days of old-fashioned today, however, general themes or promotional remains an essential tool for some companies (perfumery / cosmetics, DIY, hardware and office supplies ...).

2 - Sales promotion:
Sales promotion for its part is defined as all active techniques that contribute to the development of sales. Different methods are possible: by the technical approach and technical objectives by:
Operational marketing and sales promotion

The basic principle of marketing is to offer customers products that meet their expectations. Once created these products must still promote and highlight the face of existing products and competitors. This is a facet of operational marketing.

Traditionally marketing has two major operational objectives:

1. Win new customers,

2. Loyal customers conquered.

Operational marketing is to set up marketing efforts to reach these goals. It feeds on direct marketing methods and techniques of sales promotion and follows a sequence of 7 steps:

1.IDENTIFICATION targets
2.Definition objectives
3.Conception actions
4.Elaboration marketing mix
5.Dιtermination a budget
6.Exploitation actions
7.Mesure results and calculation of profitability.

1 - Direct marketing:

Direct marketing is based on a personalized message directed toward a target identified with the goal of personalized communication between the advertiser and the client to the client to initiate an immediate response. It presupposes the operation of a database and the use of adequate communication channels. The most common techniques are:

• Direct mail
• E-mailing
• Bus-mailing
• The fax mailing
• The phoning
• The pricing error
• Maps
• The POS
• The street marketing
• Home shopping
• Catalog
• E-business
• Kiosks.

We will quickly review some of these different actions.

Direct mail:

It consists of sending a letter by mail from a mailing list clean and updated. While the old design it is widely used eg for the promotion of perfumery / cosmetics consumer.

The basic composition of a postal mailing the following form:

1.A letter of grip,
2.The envelope "carrier"
3.A medium: leaflet or brochure,
4.A incentive to act: order form or coupon reply
5.The prepaid reply envelope.

The e-newsletter:

The procedure by sending an email to more or fewer users. This method was born of course the advent of the Internet and it has many advantages:

• A low cost,
• A quick contact
• Excellent reactivity
• Rate of return higher
• A greater measurability,
• Different formats.

An important advantage of e-mailing is the number of interesting options such as returning a form, the e-coupon, printable coupon, the button "reply", the telephone number.

Despite its apparent ease of the campaign e-mailing must meet a number of rules: a clear identification of the sender, a subject short, clear and precise customization optimized, no address in copy.

As for the mailing by post, users tend to be inundated with e-mail advertisements. The attractiveness of the offer should therefore be particularly worked. A number of CSF (critical success factors) are identified:
• Originality
• Organization
• Personalization
• The quality of the file
• A test phase
• Perseverance
• Effective management of returns
• The measurement and analysis results

The phoning:

It includes methods using the phone for support. It is typically used in three typical situations in incoming or outgoing calls:

1.La prospecting
2.La trade (and cross selling)
3.The Board
It took considerable proportions with the development of computer and telephone technology and the development offers providers in call centers.

Maps:

They have experienced significant development in recent years. What is the sign that does not have its dedicated card? According to case this card may have a different use, he may just be a card entitling them to reductions or a combination of points (loyalty card). It may be a credit card backed by a bank and has almost the same properties as a conventional bank card may be associated with privileged conditions for the holder (special discounts, access to special promotions ...) and may indirectly fuel the profiling of the holder and refine the CRM.

The POS (Point of Sales):

A classic in the hyper and super markets, POP consists of a set of media used in place of sales itself: stop radius, panel, display, console stand (animated or not), video spot, kiosk ... and it responds to 3 objectives: to attract the attention of the customer, advantageously the product, customer involvement. The IVL or Information Point of Sale is a declination. It is a sort of placard installed in the beam itself with the aim of attracting customer attention on a particular product.

The street marketing:

Or street marketing is a set of techniques that are intended to promote an event, product, service only in the street. The tools used are mostly of flyers, posters, samples or media of communication much more original.
The street marketing is more effective when the communication places are subject to large flow passages (train, metro, wide avenues, etc. ...).

The Catalog

Although it appears the days of old-fashioned today, however, general themes or promotional remains an essential tool for some companies (perfumery / cosmetics, DIY, hardware and office supplies ...).

2 - Sales promotion:

Sales promotion for its part is defined as all active techniques that contribute to the development of sales. Different methods are possible: by the technical approach and technical objectives by:

The technical approaches by:

• Techniques based on prices: a reduction in cash, coupon, support for ancillary costs ...
• Techniques based on the product or a premium: more product, premium gift, sale by batch ...
• Techniques of risk reduction: extended warranty, free trial, BFF ...
• Techniques of games and competitions including the draft can be deferred with or without pre-draw are subject to very restrictive regulations.

The technical objectives by:

• Incentive for 1st purchase: coupon, price testing, ODR, PLV with or without animation ...
• encourage the re-purchase: coupon, or ODR Credited to the next purchase,
• Loyalty: consignment sales, premium collection, premium accumulated evidence of purchase ...

Direct marketing and sales promotion offer so many different tools and different but it remains that these tools must be used wisely. The nature of the product, the types of customers, the competitive environment, objectives, etc., are all factors that must be taken into account to optimize the results.
The technical approaches by:
• Techniques based on prices: a reduction in cash, coupon, support for ancillary costs ...
• Techniques based on the product or a premium: more product, premium gift, sale by batch ...
• Techniques of risk reduction: extended warranty, free trial, BFF ...
• Techniques of games and competitions including the draft can be deferred with or without pre-draw are subject to very restrictive regulations.
The technical objectives by:
• Incentive for 1st purchase: coupon, price testing, ODR, PLV with or without animation ...
• encourage the re-purchase: coupon, or ODR Credited to the next purchase,
• Loyalty: consignment sales, premium collection, premium accumulated evidence of purchase ...
Direct marketing and sales promotion offer so many different tools and different but it remains that these tools must be used wisely. The nature of the product, the types of customers, the competitive environment, objectives, etc., are all factors that must be taken into account to optimize the results.

Article Source: http://depositarticles.com/

Featuring free home business tips, home business resources, work at home information, money making advice, internet marketing techniques, and much more.Your ultimate resource for making money online!

Please Rate this Article

 

Not yet Rated

Click the XML Icon Above to Receive Internet Marketing Articles Via RSS!
Additional Articles From - Home | Internet Marketing
Sign Up for a free account.
Our other websites
All about SEO
Beauty Tips Forum
Submit Articles
Member Login
Link Us
Submission Guidelines
Ezine Notifications
Article RSS Feeds
Sitemap
New Stuff
About Us
Developer
Good shopping portal
Link to Us
Contact Us
Privacy Policy
Terms of Service

counter easy hit

Powered by Article Dashboard