CHAPTER 12Promotional Mix.ppt

CHAPTER 12:Promotional Mix Article Summaries Presented by: Jason Beinstein Heather Hart Eric Mollo The Eight Essential Types of Internet Promotion by Dr. Ralph F. Wilson Search Engines Make sure you are indexed! Only 15-20% of all websites are indexed, and it is an easy way to gain traffic. Linking Strategies The more links to your website, the more traffic there will be. Give internet searchers something to find! Viral Strategies Design a strategy that encourages others to carry your marketing message. Become like a virus and spread your message through other’s networking relationships. Public Relations Free is Free! If you gain media attention and receive free publicity, traffic will boost immensely! Traditional Media/Paid Advertising Before internet promotion traditional medias were the only source of publicity. Now that the internet is readily available it has become one of many important medias, not the only. Do not discard the rest! E-mail Publishing Be proactive, not reactive! Find ways to invite the consumer to your webpage. Sitting back and waiting is not the answer! Networking News Groups and E-mail discussion groups are just the start. The more connections you can make the more effective you can be! Step Right Up - Advergaming Why? Websurfers: spend 6 hours a week playing online games 80 million current Video game medium strengths: interactivity immersion scalability intense user involvement addictive Results… Purchased: across the entire network targeted at segments Features: Guaranteed delivery and measurement Integration of brands into gamer’s universe Current Standing: best promotion strategy customer base increase 4X Internet Minimovies BMW pioneered the use of these ”mini” movies at a Cost of $15 million. In a four month time period there were 6 million downloads of the movies and the visitors stayed an average of 16 minutes Overall BMW films have had over 100 million views Other companies to use this promotional method include Americ