Managing Advertising, Sales Promotion, Public Relation and Direct Marketing
Hundreds of theories exist that examine, outline, define and analyze the best methods for managing advertising, sales promotion, public relations and direct marketing campaigns. Slick advertising agencies offer manufacturers and retailers a variety of tools that do in fact support the advertising and sales promotion process. The primary key element however, that is common among all of these areas, and the one factor that truly will influence a marketing, sales or public relations campaign's success in the marketplace, is the ability to target audiences and respond effectively to consumers ever changing wants, needs and desires.
Consumers are becoming increasingly shopping savvy. The advent of technological advances such as the internet have allowed consumers new avenues for researching products and services on online at anytime. Most consumers have discovered that bargains can be found just about anywhere nowadays with a click of the mouse pad. Consumers want services and products that are reliable and easily acquired.
Customer service is also a key component to effective marketing, sales and public relations campaigns. A majority of consumers have stated that the quality of customer service has declined substantially during the last few years. Response times have declined, and face-to-face communications have become virtually non-existent. In today's competitive marketplace, perhaps the most intelligent marketing strategy entails providing outstanding personal customer service.
Smart marketing, sales and PR representatives must also understand that consumers are now global in nature; their personal preferences may vary in part depending upon the locality in which they live, their culture and the types of products/services that are popular in their area at the time of sale. Sales representatives are no longer limited to campaigning on a local level. Consumers can purchase products from any remote corner of the world; again the advent of technological advances such as the internet have made this possible.
Traditional large budget mass advertising and marketing campaigns are no longer considered the most effective mechanisms for moving products and services. Rather, more focused campaigns are necessary that take into consideration target markets and consumer objectives and preferences. Global companies typically serve many different divisions and thus must redefine their strategies in order to present a flexible approach to advertising, sales and marketing. What works for one area of the globe or target market will not necessarily work for another. Critical to the continued success of such campaigns is an agencies ability to redefine their strategy so that each and every campaign appears more directed, unique and individualized in nature.
Consumers desire products and services that speak to them on a personal level. Even if a product/service is not truly unique in nature, and effective marketing, sales and advertising campaign will be able to make the consumer believe that a particular product is targeted to meet their needs individually. These ideas are explored in greater detail below.
SALES CAMPAIGNS
According to one author, "custom solutions keep firms from falling into the downward spiral of commodity pricing." Too many firms attempt to design sales campaigns and manage sales accounts as a business venture rather than managing sales as an initiative. One key to designing and managing sales campaigns that effectively target consumers as individuals is aligning organizational goals and strategic planning with sales goals and expectations. Many firms unfortunately view custom solutions in a negative light; again the trend has typically been to promote mass market campaigns. This strategy is much easier for businesses to maintain, and doesn't require innovative thinking or changes in the way a business traditionally operates.
Customization of campaigns and account management however, is the key to adding value to customer relationships, building loyalty and achieving sales success. Some firms, headed in the right direction, have established what are referred to as "co-destiny" sales accounts, which are accounts that go beyond analyzing a firm's ability to make profits, and rather view relationships with suppliers and customers as a means to establish true partnerships and long-term relationships.
Creating partnerships and building valuable relationships should be the primary concern of sales managers.
Creating campaigns that focus around communication and the establishment of successful relationships will ultimately result in the highest profit margins.
PUBLIC RELATIONS
Initiating relationships is often the primary goal of sales managers. Nurturing those relationships and helping them grow falls into the realm of public relations representatives. Public relations should involve assisting sales managers and customers create wide ranging relationships that extend beyond the scope of ordinary business. Matching people and personalities is one key to success.
Public relations must regularly...
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