In our video on Marketing Mix, one of the 4 Ps was Promotion. Let's talk about crafting a message.

Watching this video is worth 1 Management Courses CPD Point*.
See below for details

Marketing for Managers
This video is part of course module number 8.3.3
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Mix

Other videos in this section include:
What is the Marketing Mix - The 4Ps? https://youtu.be/gsp72V0W8Uw
Marketing Mix: Product - What is the Product Marketing? https://youtu.be/uBFcQByXn9Y
Marketing Mix: Price and Pricing Strategy https://youtu.be/0U9NhG4I0uw
Marketing Mix: Place https://youtu.be/DVaYT7zU7rE
Marketing Mix: What is Positioning? https://youtu.be/4_wIDOKJS2Q
What is the Marketing Channel Mix? https://youtu.be/pH6Zjrd3IB4
What is Public Relations (PR)? https://youtu.be/2Nc2gDAaxzY
Guy Kawasaki: What is Enchantment? https://youtu.be/8exdRE6gp8k
Seth Godin: What are Tribes? https://youtu.be/INKI-FRUNcA

LESSON NOTES
Promotion is the message and media you use to communicate with potential customers, to persuade them to buy.


Because communication is subtle and complex, there are many elements to a promotion strategy, such as:
• Branding
• Packaging
• Sales promotion and Point-of-Sale materials
• Discounting
• Salesperson training
• Publicity and Public Relations (PR)
• Advertising
• Influencer recommendation

And, of course, as a precursor to this, you will need to have developed your Buyer or Customer Persona – https://youtu.be/DJWftQwPtAk

For each communication, you need to think about your objectives, in terms of:
• Building awareness
• Increasing knowledge
• Crafting perceptions
• Creating liking, desire, and preference
• Moving towards a purchase
• Building commitment to your brand


People
Some writers add People to the 4Ps

People will engage with your customers and prospective customers. So, your staff and contractors are important. In particular, how they behave and present themselves, and how well they are trained to serve your customers. On the surface, Customer Service comes down to People implementing Processes. So, you need to think about:
• Recruitment and retention
• Training and development
• Uniforms or dress-codes
• Handling enquiries and complaints

But, Customer care only really happens when the people in your supply chain actually care. So, this is much more about culture than it is about processes. Therefore, how you treat and train your people and the people in your distribution chain is a critical part of promotion.



RECOMMENDED EXERCISE
Think about a product or service your organization produces and markets. What are the elements of its marketing in terms of the four Ps of product, price, place, and promotion? If your organization doesn't produce a product or service, then pick one you are familiar with either through your work or domestic life.
1. What are all the elements of promotion that you are aware of? (3 MC CPD Points)
2. What are the primary objectives of the promotion of this product? (2 MC CPD Points)
3. How do people factor into the promotion of this product? (2 MC CPD Points)

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RECOMMENDED READING
Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

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