Sales Promotion - Week #2

• Recap the importance of the story

• Quiz on Chapter 1

• Watch and discuss “Wag the Dog”

• Introduce final project– Positioning Statement– Image Development

Cellphone Policy

• OK if it rings– I don’t expect you to remember to turn it off

• BUT!– Don’t answer your phone in class!– Don’t step into the hall to talk

• Also– No text messaging

Psychology of Sales Promotion

• Targeting and research is essential FIRST!– Who are you selling to?

– What do they want?

– What do they care about it?

– Who do they want to be?

• A.I.D.A– Attention – get them to notice you

– Interest – make them want to know more

– Desire – now they want your product

– Action – they actually purchase it!

Brand Development

• Sell the sizzle, not the steak• Selling an image

– Victoria’s Secret– IBM vs. Apple– Company values

• Patagonia

– Technology• Nike

• Why is this necessary?

Targeting is Key

• Why buy from you vs. your competition?– Offer an extra benefit– Social factors

• Markets are less and less diversified

Final Project

• Product/Company Name, Description

• Logo

• Positioning statement

• Target Profiles

• Packaging objectives & design

• Print advertising objectives, plan, and ads

• Pricing and promotion plan

Product/Company Name, Description

• Product: “Bruttini Crunchy Almond Cookies” –Italian for “Little Uglies”

• Company: Biscaro Brothers

• Description: With the nutty crunchiness of biscotti and the light taste of meringue, each all-natural gluten-free Bruttini Crunchy Almond Cookie has its own unique shape. They go equally well with coffee, tea, a glass of wine, a bowl of ice cream, or alone as a snack!

Positioning Statement

• Where does your product fit into the market?• Bruttini Cookies Positioning Statement:

– As an Italian gourmet treat, Bruttini cookies appeal to consumers who are interested in a new and different snack and have the disposable income to afford a more expensive sweet. They are all-natural, kosher, dairy-free and gluten-free, and so are equally at home in a corner deli, a natural foods store, or the local supermarket. Though not fat-free, they will appeal to most people who currently purchase meringue cookies.

Categories

Demographics

Psychographics

Potential Distribution Channels

Image Development

• Enhance the sizzle

• Communicate the sizzle

• Where?– Logos– Packaging– Advertising– Trade Shows

Logo Design Rules of Thumb

• If it works in black and white it will work in color

• If it works in color it may not work in black and white

• So first design in black and white.

• Why do we need black and white?– Universal application (color won’t fax)– Cost effective

Logo Design Rules of Thumb (cont’d)

• Three types of logos– Typography– Iconography– Combination

Typography

• Select font

• Use contrast– big to small– thick to thin– block font to script font– convey proper feel with typeface selection– consider application (will it work in any size?)

Iconography

• If possible, use an image that will support or literally convey name– Reinforce identity– Convey an idea– Consider the application

Combination

Create “Dominance” By Using Contrast

• Establish the creative direction of your logo (typography, iconography, or a combination)

• Develop a strong design in rough form • Pick an appropriate typeface or faces

– Convey the feeling of your product or service.

– Some take a literal approach

– Others develop a unique feeling or abstract identity

Example: Pepsi Cola

• A combination solution • Current type face choice is “space age”• Always accompanied by the Pepsi icon• No matter what typeface they use, the

feeling may change but the flavor is always maintained.

• Also always includes the very American red, white, and blue.

• Let’s take a look: www.pepsi.com

Other hints

• Use clip art!

• Use my design links: www.planetminkoff.com/AIPh/links.html

• Abstract is OK – convey the mood

• Don’t sweat it!

Gathering References

• Find examples of others with similar positioning – go shopping!

Choose a team!

Three members per team

Brainstorm!

Break

Wag the Dog

• What is “true”?

• What elements and techniques are used to sell the story in the movie?

• Who is/are the target audience/s?

Wag the Dog

• What is “true”?

• What elements are used to sell the story?

• What techniques are employed to support the story?

• What came first – product or target?

• What roles were necessary?

• Who is the target audience?

Conrad Brean/Robert De Niro

Stanley Motss/Dustin Hoffman

Winifred Ames/Anne Heche

Fad King/Denis Leary

HOMEWORK:

• Create product concept/description.

• Choose a name for the product/company

• Develop a positioning statement

• Gather references and do 5 rough logos

• Be prepared to present your concepts, references, and logos to the class!!

• Read Chapter 2 (Marketing)