In today’s connected world, promotion is fundamental to everything we do to drive business. This is a new edition of an established book, updated with the latest research on the shopper/buyer and how to reach their ‘tipping point’ when the decision to buy is made, now covering mobile, online and bricks-and-mortar sales and marketing. This book clarifies why a focus on the customer is key, and how to communicate with them from even before they discover a want or need, to the point of purchase and after. The author of this important book explains how and when to use suppliers (agencies, printers, insurers, etc.) for promotions of all types, including advertising (outdoor, on websites and in print), experiential marketing (road and trade shows, exhibitions, merchandising) and sales promotions (in-store/web and mobile promotion offers). Processes describe and explain how to implement promotional marketing to achieve business objectives.
Promotional Marketing is a practitioner guide to sales and marketing for agencies, entrepreneurs and small businesses and those seeking a career in retail. It is packed with real-life and award-winning case studies and practical briefs (NatWest, Diageo, Sainsbury’s, Shell and Radisson, for example) as a starter for when the client needs a creative answer yesterday! It is also tuned to those studying, providing a chapter on how marketing and sales fit into business.
list of figures.
List of tables.
List of briefs.
List of case studies.
Preface.
PART I: The context.
1 Introduction: promotional marketing in action…
2 Promotional marketing: how it fits into a business and its marketing purpose.
3 The shopper/buyer.
PART II: So what can you do to promote your brand, your products, your business?
4 Why creativity is key.
5 Essential support: suppliers.
6 Media and non-participative promotion: communications with no promotional offer.
7 Shopper/buyer-activated promotions.
8 Active promotion: brand experience, field marketing, sales face to face.
9 Everywhere: promotions.
10 The five standard promotional offers.
PART III: Implementation
11 In-house activity in support of implementation.
12 How to use and implement promotions.
13 International promotions.
14 Promotion and the law.
15 Marketing accountability and promotional Insight.
PART IV.
Further information.
Index
Biography
Roddy Mullin
"This book covering the promotional aspects of the marketing mix is unusually written by a Chartered Mechanical Engineer. Roddy Mullin understands the need to deliver practical advice to businesses of any size or category. I commend it."
Geoff Baker FIMechE, President, The Institution Of Mechanical Engineers
"A comprehensive, up-to-date and practical guide to using promotional marketing to achieve business objectives. Roddy Mullin, a professional marketer, former CIM Council member and Branch Chairman, has applied his 30 years of business experience and knowledge to excellent effect. This second edition of ‘Promotional Marketing’ is crammed with relevant advice, and enhanced with wide-ranging case studies and user templates. Practising marketers in small and large companies, UK or international, will find it of immense value."
Tess Harris, HonFCIM, Trustee The Marketing Trust, former Chairman the Chartered Institute of Marketing.
"Delighted to endorse Promotional Marketing on behalf of all aspiring Entrepreneurs"
Lee Robertson BA Chartered FCSI Chartered Wealth Manager, Master, City of London - Guild of Entrepreneurs
"An excellent text for students of sales and marketing"
Chris Bestley, Module leader, Promotional Marketing module, Marketing Communications MA, University of Westminster.
