BSBMKG413 - Promote products and services (Australia Diploma Assignments)

BSBMKG413Promoteproductsandservices.pptx

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PROMOTE PRODUCTS & SERVICES

BSBMKG413- Session 06 of 12

BSB42415 Certificate IV in Marketing and Communication

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Title slide

Notes:

BSB42415 Certificate IV in Marketing and Communication

BSBMKG416 Promote products and services

Session 06 of 12.

Textbook references:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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HOUSEKEEPING

Work health & safety

Emergency procedures

Session times

Facilities

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Housekeeping reminders

Notes:

Advise students of WHS considerations

Provide emergency process, exits, procedures etc.

Advise expected class session start/finish/break times

Provide students with orientation/navigation of facilities – kitchen, bathroom etc.

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This unit describes the skills and knowledge required to coordinate and review the promotion of an organisation’s products and services.

It applies to individuals with a broad knowledge of the promotion of products and services specific to an organisation. They may have responsibility to provide guidance or to delegate aspects of these tasks to others.

BSBMKG413 – Promote products and services

Unit overview

Application of unit

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Unit overview

Notes:

Provide students with description of unit

This is taken from the Unit of Competency on the training.gov.au site

Reference:

https://training.gov.au/Training/Details/BSBMKG413

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SESSION SIX

SESSION OVERVIEW

Marketing goals and objectives

Promotional channels

Gap analysis

Effective planning

The planning process

Marketing tools/applications

Resources

Contingency planning

Coordinating promotional activities

Roles and responsibilities

LEARNING OUTCOMES

Promote products and services

Understanding stakeholders

Sponsored content

Competitions and promotional offers

Offline events

Review and Evaluation

Ratings and reviews

Audience feedback

Cost/benefit analysis

Next steps

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Session overview

Notes:

Provide students with overview/topics of session

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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SESSION OVERVIEW

At the end of this session you will be able to:

LEARNING OUTCOMES

Explain methods of evaluation

Identify triggers for review

Assess the benefits of ratings and reviews

Identify types of audience feedback

Analyse costs/benefits of promotional activity

Prepare for next steps in the process of promotional activity

Coordinate promotional activities

Identify roles and responsibilities

Understand types of stakeholders

Identify social influencers

Create an online buzz

SESSION SIX

Promote products and services

Use sponsored content

Run competitions

Use offline events for promotional activity

Identify marketing goals and objectives

Use promotional channels to support activities

Complete a gap analysis

Apply methods of effective planning

Follow the process of planning

Use tools for planning, launch and review of promotional activities

Identify required resources

Complete a contingency plan.

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Learning outcomes

Notes:

Provide students with the learning outcomes/objectives for this session

Reference: N/A

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Part 1

Marketing goals and objectives

Promotional channels

Gap analysis

Effective planning

The planning process

Marketing tools/applications

Resources

Contingency planning

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Topic slide

Notes:

Provide students with areas covered within this part.

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

My First Template

Learning objectives

What will I learn?

At the end of this part you will be able to:

Identify marketing goals and objectives

Use promotional channels to support activities

Complete a gap analysis

Apply methods of effective planning

Follow the process of planning

Use tools for planning, launch and review of promotional activities

Identify required resources

Complete a contingency plan.

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Learning objectives slide

Notes:

Review the learning objectives for this part.

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“Proper planning is absolutely 100% essential in order for any aspect of your small business to succeed.”

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Discussion quote

Notes:

The purpose of this quote is to have students discussing the necessity of planning.

References:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

My First Template

Marketing goals and objectives

Support business goals

Image sourced from http://www.smartinsights.com/goal-setting-evaluation/goals-kpis/difference-marketing-objectives-marketing-goals/

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Content slide – Marketing goals

Notes:

Ask students for examples of ‘marketing goals’

Outline the difference between marketing goals and marketing objectives

Marketing goals:

Align with business goals

Support direction of the business

Example: increase business growth

Marketing objectives:

Support overall marketing goals

Specific and measurable

Example: increase revenue by 30% in the next 6 months

The way you can view an organisation’s goals can be seen as the pyramid in the image displayed.

The company’s vision

Goals to support the vision

Objectives to support goals

Critical Success Factors/Key Performance Indicators to measure objectives

Metrics and methods of measuring KPIs

Ask students if they know their workplace business goals and KPIs and then discuss marketing campaigns and strategies, and how they support business goals.

It is important to understand the bigger picture to support the implementation of marketing and promotional activities

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

Image sourced from: http://www.smartinsights.com/goal-setting-evaluation/goals-kpis/difference-marketing-objectives-marketing-goals/

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SMART Goals

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SMART goals

Notes:

SMART goals is an effective method of setting goals

Can be used for any type of goal setting.

Ask students who has used SMART goal setting before – ie. for personal development.

SMART stands for:

Specific

Measurable

Attainable/Achievable

Relevant/Realistic

Time-bound/Timely

Suggestion

Ask students to use the SMART goals method to develop their own goals.

References:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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Specific

Attainable

Relevant/Realistic

Measurable

Timely

Promotional goals

What are you trying to achieve?

Customer loyalty

Onboarding new users

Brand exposure

Revenue

Customer retention

Organisational growth

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Content slide – Promotional goals

Notes:

Ask students to brainstorm and discuss examples of promotional goals

Examples include increasing customer loyalty, revenue, brand exposure, customer retention, organisational growth/expansion

Ask students which companies promote their companies well and why they do well.

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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Promotional channels

Multichannel marketing.

Which platform?

Traditional

Social media

Physical location

Technology

People

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Content slide – Promotional channels

Notes:

Ask students to brainstorm and discuss as many different types of promotional channels or platforms they are aware of

There are multiple channels available today

Discuss the benefits and impacts of traditional versus digital channels for promoting products and services. What are the pros and cons of each?

Ask students what they think is the most effective form of promoting product

Suggestion:

You could turn this into an activity by having students research the benefits/impacts of traditional versus digital methods of marketing

Or get students into small groups and allocate a channel to each for them to discuss the pros/cons.

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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ACTIVITY

Advantages Vs. disadvantages

Trends and technology

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Activity – Trends and technology

Purpose:

The purpose of this activity is for students to research current trends of channels to promote products and services

Resources: Access to the internet for online research

Instructions:

Students complete this activity in pairs or small groups

Students conduct online research on marketing channels today. Some examples could include – using GPS or beacons to send push notifications on mobiles when a consumer is walking into a store or in a specific location etc. or latest technology used for marketing products and services today.

Students discuss the advantages/disadvantages of each

Suggestion:

Provide students with a list of latest trends or technology for promoting products and services

References:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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Action plan

Current versus future state

Current state	Strategy	Future state
What it currently looks like.	How you will get there.	What you want it to look like.
Example: We have 15 followers on our Instagram account	Example: Sponsored posts Email blast to sign ups Promotions/Competitions Social influencers	Example: We want 300 followers on our Instagram account in the next 1 month.

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Content slide – Action plan

Notes:

When planning it is essential to have identified and assessed the current state of the business

Also called a gap analysis

Looking at the current state, identify the future state

Your future state is your objective

Assess and brainstorm strategies to move the state of the business from the current state to the future state.

This should be developed in line with SMART goals.

For example, if the aim is to onboard 1000 users in 3 months, then how will you achieve this? The current state is 0 users versus a future state of 1000 in 2 months. The strategies to get the 1000 users need to be realistic, measurable, relevant and timely.

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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Effective planning

Start with the end in mind.

Ability to prioritise

Organisational skills

The role of communication

Schedules/tools/applications

Types of plans

Working backwards from your goals

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Content slide – Effective planning

Notes:

Ask students for their own process of planning when completing work, tasks, day to day activities etc.

Share tips and strategies

Discuss the role of planning when related to promotional activities in marketing

Ask students what planning tasks would involve – write a list

Discuss planning tools

Types of plans: strategies business plans, team plans, project plans, personal plans

Suggestion:

Ask students to develop a list of characteristics and traits of someone that is highly effective in planning.

Ask students to think of someone they know that is an effective planner and reflect/discuss their qualities.

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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The bigger picture

Planning is part of a process.

Plan

Implement

Plan

Implement

Review

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Content slide – The bigger picture

Notes:

Explain the stages of a promoting a product or service in terms of the stages involved in the project:

Planning

Implementation

Review/evaluation

Ask students to brainstorm and discuss tasks/activities that might sit under each stage ie. Planning: gathering information/requirements, meetings, competitor analysis, SWOT etc.

It is a repeated cycle – once a product or service is implemented it will undergo a review/evaluation to identify what works/what doesn’t work and then plan for improvements/changes.

Reference:

Text:

MKTG

Marketing Principles

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Handy tools

For planning, launch and review.

Excel

Smartsheet

Trello

Slack

Basecamp

Wrike

Xero

Marketing plans

Planning

Launch

Evaluation

Sponsored content

Competitions and

promotional offers

Offline events

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Topic slide

Notes:

Provide students with areas covered within this part.

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

My First Template

Learning objectives

What will I learn?

At the end of this part you will be able to:

Coordinate promotional activities

Identify roles and responsibilities

Understand types of stakeholders

Identify social influencers

Create an online buzz

Use sponsored content

Run competitions

Use offline events for promotional activity.

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Learning objectives slide

Notes:

Review the learning objectives for this part.

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Social media

Online marketing today.

Image sourced from http://recesslv.com/17836/4-twitter-facts-can-boost-small-business-social-media-marketing-campaign/

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Content slide – Facts

Notes:

The purpose of this slide is to give students a quick snapshot of social media platforms and individual users

Review the online channels and the data presented under each

Assess which platform is the most effective for promotional activity

Ask students whether any information is of a surprise or expected.

Reference:

Image sourced from: http://recesslv.com/17836/4-twitter-facts-can-boost-small-business-social-media-marketing-campaign/

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Coordinating promotional activities

Facilitating the achievement of promotional goals.

Implementing strategies

Personnel

Managing resources

Roles and responsibilities

Process and procedures

Team meetings

Creating a buzz

Promoting to different customer segments

Reviewing promotional goals

Engaging with stakeholders

Review/monitor plans and schedules

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Content slide – Coordinating promotional activities

Notes:

Ask/discuss the marketer’s role when coordinating promotional activities – what are they responsible for?

Review types of promotional goals ie. onboard x amount of users, generate x amount of revenue, and discuss what things need to be coordinated during implementation

Coordination activities can involve:

Team meetings

Review/updating schedule or marketing plans

Reviewing and assigning roles and responsibilities

Process/procedures/protocols

Creating a buzz

Reviewing and preparing resources required for activities (offline/online activity)

Engaging with social influencers, key people, businesses to assist in promotion ie. partners/sponsors

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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ACTIVITY

Who does what?

Roles and responsibilities

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Activity – Roles and responsibilities

Purpose:

The purpose of this activity is for students to assess various roles and responsibilities when promoting a product or service

Resources: n/a

Instructions:

Students complete this activity in pairs or small groups

Provide students with the following roles:

Marketing manager

Consumer

Marketing team

Supplier

Social influencer

Brand sponsor.

Students are required to write down a list of roles and responsibilities of each role. Some tasks/duties may cross over

Discuss and debrief as a class.

Write a list of each role on the board and roles/responsibilities under each to highlight the differences.

Suggestion:

In small groups, provide students with a fictional product launch and roles of characters. The team must be in a discussion to prepare for launch.

Assign a role to each student within each group.

Students should develop a list of roles and responsibilities for their assigned role and role play within their group

References:

Text:

MKTG

Marketing Principles

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Stakeholders

Developing mutually beneficial relationships.

Brand sponsors

Social influencers

Target groups

Stakeholders

Organisation

Promotion

Online promotions

Advertising

Brand awareness

Testimonials

Referrals

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Content slide – Stakeholders

Notes:

For an effective launch or promotion, stakeholder groups should be engaged with to help lift brand/product/service profile.

Think about how brands promote their products/services – who supports or is involved in the promotional activities?

Consider social influencers, celebrities, ambassadors that are aligned with brands and/or promotions.

Why would they want to get involved?

Ask students the benefit of having these key people or groups involved with promotional activities.

Promotional activities stakeholder can assist with:

Online promotion of pages/website

Driving traffic to business page

Advertising product/service

Brand awareness

Testimonials

Network referrals

How do you manage the relationship between your business and each stakeholder group?

Suggestion:

Ask students to think of a popular event ie. The Colour Run, Tough Mudder, Moomba, Australia’s Biggest Morning tea

Using the internet, students research partners, sponsors, ambassadors of the event

Discuss why those sponsors, influencers or ambassadors were chosen – how does their brand image align with the image of the business/event? Is it relevant?

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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Social influencers

To promote to your target audience.

Image sourced from https://www.instagram.com/davidbeckham/

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Content slide – Social influencers

Notes:

Social influencers are individuals who have a big online following.

They may be celebrities or individuals who are engaged or heavily affiliated with using products/services similar to your brand offering.

Social influencers has become a big business in online marketing today. There are companies which manage individuals that have big followings.

Brands work with management companies to get assigned the best social influencer who fits/aligns with the organisations brand or product

The influencer promotes a product/service to their following, and receives an incentive in return – could be monetary (with a percentage given to the management company) OR, a different beneficial exchange ie. cross promotion of brand on each others platform.

Using social influencers is an effective promotional method as they have a following representative of your target market you are trying to promote to. It is a direct promotion of your brand/product to your audience.

Example – David Beckham on Instagram can be used to promote sporting products, mens apparel, beverages etc. to over 30 million followers directly

Reference:

Image sourced from: https://www.instagram.com/davidbeckham/

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Online buzz

Providing useful content.

Image sourced from https://www.broadsheet.com.au/melbourne/collections/best-healthy-cafes

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Content slide – Online buzz

Notes:

Online blogs are a method of creating a buzz with target groups/audiences.

Ask students the benefits of using a blog to create awareness/promotions

Blogs are a time investment and long term investment as it takes time to build an audience and create two way dialogue with the reader

If readers find your blog useful, they are more likely to return to your page, follow, sign up and interact with your content. This keeps the reader in the sales funnel, which has the potential of converting them into a customer/purchase

Example: Broadsheet is used to promote food, drink, fashion and lifestyle. By providing useful content, people are able to refer back to their pages to review places, navigate to websites, get information etc.

Ask students who follows Broadsheet and why.

Reference:

Image source from: https://www.broadsheet.com.au/melbourne/collections/best-healthy-cafes

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Sponsored content

Use social media to reach your audience.

Image sourced from https://www.facebook.com/business/news/audience-insights

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Content slide – Sponsored content

Notes:

Social media – Facebook, Instagram, Linkein, YouTube etc allow businesses to pay for advertising through ‘sponsored’ adverstiements.

Ask students about their experience when scrolling through their own newsfeeds – what type of advertisements do they see?

The type of advertisements you see in your newsfeed is a result of businesses ‘targeting’ you through identifying your likes/interests.

This is identified through the types of businesses/pages you have liked from your own personal profile.

Using Facebook’s audience insights and campaign manager businesses are able to create an advertisement and promote directly to the targeted audience only.

Targeting audiences are identified and created though audience insights. This is effective when you know who your audience is – understanding their demographics, online behaviour, likes/interests etc.

Reference:

Image sourced from: https://www.facebook.com/business/news/audience-insights

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ACTIVITY

Using social media to reach your target audience.

Sponsored content

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Activity – Sponsored content

Purpose:

The purpose of this activity is for students to practice creating sponsored advertisements on social media

Resources: access to the internet, social media sites – Facebook/LinkediN/Instagram, laptop, smartphone.

Instructions:

Students can complete this activity individually

Students can select a business idea/product or service of their choice

Students should define their target audience/customer segment ie. age range, sex, demographics, likes/interests

Using facebook’s audience insights, students should identify the type of ‘reach’ they would achieve in their customer segment by setting the filters.

Allow students the time to familiarise themselves with using the tool, reviewing/assessing the change in data when filters are modified.

Discuss and debrief as a class.

Suggestion:

You might prefer to take students through a guided demonstration of this activity rather than ask them to complete this individually.

Or, alternatively, ask students to conduct online research into the pros and cons of using different social media sites to promote through sponsored content.

References:

n/a

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Competitions

Engaging your audience.

Images sourced from https://www.uber.com/en-AU/ride/

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Content slide – Competitions

Notes:

Ask students for their own experience of entering online competitions through social media. Ie. share this post and tag 3 friends, take a photo of x, share and hashtag our name to win…’

How do competitions support a business in reaching their promotional goals of products and services?

Consider well-known brands and discuss ways in which they run competitions.

Competitions help with onboarding users as well as creating brand awareness. If consumers have a positive experience with a brand, they are more likely to be turned into brand advocates and promote your brand/product/service to their own networks.

Example: review Uber and the type of promotions they send out to their target audience – existing as well as new users. Uber might offer a free trip up to $22 when using a promo code, or getting free rides when you refer new riders etc.

Reference:

Online images sourced from: https://www.uber.com/en-AU/ride/

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Offline events

Getting on the ground exposure.

Type of event

Benefits

Advantages/disadvantages

Event listings

Resources required

Measuring success.

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Content slide – Offline events

Notes:

Discuss types of offline events – food, trade, hospitality, music, fashion, sustainability, industrial, business etc

How can leveraging these type of events assist in promoting products and services?

Provide students with the following scenario:

They are a new wine maker and are wanting to promote their new shiraz. There are some wine events and festivals coming up towards the end of the year.

Ask students to brainstorm how they would use these type of offline events to promote their new product.

Ask students to define objectives of using an offline event to promote their business

Discuss the advantages and disadvantages of using offline versus online events to promote products and services

Where are some good sources of information for locating events? Where would you look?

Suggestion:

In pairs or small groups, ask students to use a product/service of their choice they would like to promote

Students can conduct online research into local events in their state. Students develop promotional objectives and identify events that align with their product/service

Students also develop measures of success ie. what would they expect to see/happen as a result of running on the ground promotions?

Discuss and present to the rest of the class.

Reference:

N/A

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ACTIVITY

What’s in it for the consumer?

Competitions

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Activity – Competitions

Purpose:

The purpose of this activity is for students to review and assess types of competitions that are implemented by big brands as part of their promotional strategy

Resources: Access to the internet for online research

Instructions:

Students complete this activity in pairs or small groups

Students select a major company or brand of their choice ie. Telstra, ANZ, Apple etc.

Students conduct research online to identify the following:

Types of competitions

Benefits for the user/consumer

Activities – what does the user/consumer have to do in return for potentially winning?

How are they engaged? Social media posts? Videos?

Debrief and discuss as a class. How effective are these competitions? How often should competitions be run?

Suggestion:

Provide students with a list of major corporations to review in this activity

References:

N/A

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Learning summary

What have I learnt so far?

You should now be able to:

Coordinating promotional activities

Identifying roles and responsibilities

Understanding types of stakeholders

Identifying social influencers

Creating an online buzz

Using sponsored content

Running competitions

Using offline events for promotional activity.

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Learning summary slide

Notes:

Review the learning objectives for this part.

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Part 3

Review and Evaluation

Ratings and reviews

Audience feedback

Cost/benefit analysis

Next steps

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Topic slide

Notes:

Provide students with areas covered within this part.

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

My First Template

Learning objectives

What will I learn?

At the end of this part you will be able to:

Explain methods of evaluation

Identify triggers for review

Assess the benefits of ratings and reviews

Identify types of audience feedback

Analyse costs/benefits of promotional activity

Prepare for next steps in the process of promotional activity.

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Learning objectives slide

Notes:

Review the learning objectives for this part.

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Review and evaluation

Analysing the impact of promotional activities.

Methods of evaluation:

Google analytics

Page insights

Client reviews/testimonials

Examples of objective/targets that can be measured:

Revenue

Website traffic

# of users

# of followers

# of new enquiries

# of mentions

# of new users

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Content slide – Review and evaluation

Notes:

Part of the review and evaluation phase is obtaining feedback from your users/consumers.

How do you measure your success? Refer back to the promotional objectives and the result achieved in the set timeframe for that goal:

Methods of evaluation can include:

Google analytics

Page insights

Examples of objective/targets that can be measured:

Revenue

# of users

# of followers

# of new enquiries

# of mentions

# of new users

Getting user feedback be sought through:

Reviewing comments

Direct emails

Survey monkey

Typeform

Basic questionnaires

Interviews

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

My First Template

Review triggers

What are the drivers of review?

Internal drivers	External drivers
Business/operational changes Staff Profit/loss Iterations of functionality Internal audits Periodic review as part of process/procedure	Consumer complaints Market changes Legislation Competitors in the market Stakeholders Environmental.

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Content slide – Review triggers

Notes:

Ask students for examples of drivers/triggers that lead to a review of promotional activities.

Reviews can be triggered by:

External drivers:

Consumer complaints

Market changes

Legislation

Competitors in the market

Stakeholders

Environmental.

Internal drivers:

Business/operational changes

Staff

Profit/loss

Iterations of functionality

Internal audits

Periodic review as part of process/procedure

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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“64% of employees would opt for a lower paying job if they could work away from the office.”

- Cisco systems, 2010

“92% of people trust recommendations from individuals whom they know.”

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Quote/fact slide

Notes:

The purpose of this slide is to have students reflecting the power of word of mouth over implementing marketing plans and strategies

Customer experience comes from the experience the user has with the brand and product

References:

Sourced from: https://moderncomment.com/customer-feedback-stats

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Reviews and ratings

Feedback as opportunities.

Image sourced from https://www.tripadvisor.com.au/Tourism-g255100-Melbourne_Victoria-Vacations.html

TripAdvisor is an online platform for people to rate and review their travel experiences.

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Content slide – Reviews and ratings

Notes:

Ask students who has ever completed an online rating and review of a product, brand or service.

Discuss the benefits of having consumers complete reviews and ratings of your business – feedback is a positive thing!

Feedback, no matter how negative can be used by organisations as an opportunity to make improvements to the existing product or service.

Getting feedback is finding out what works and what needs improvement.

Allowing users to provide reviews and ratings is an effective way of finding out what your customers think, assessing the customer experience and focusing on areas of the business that need modification or improvement

Example: TripAdvisor is used for travellers to provide a review and rating of a travel related aspect – accommodation, food, service, activities, travel tips etc. similarly, Facebook business pages offer a star rating for users to provide feedback, AirBnB and Uber also provide a rating system for users to review and rate their experience.

Reference:

Online image sourced from: https://www.tripadvisor.com.au/Tourism-g255100-Melbourne_Victoria-Vacations.html

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Audience feedback

What are your users saying about you?

Feedback comes in a variety of forms:

Rating scales

Likes/dislikes

Comments

Emails/webforms

Surveys (online/offline)

Reports

Number of business mentions

Follows

Face to face/phone interviews

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Content slide – Audience feedback

Notes:

Explain the purpose of obtaining feedback – ask students how feedback can be used to review and improve products and services

Ask students who has been involved in a focus group or participated a survey to document their experience of a product or service

Feedback from target groups comes in a variety of forms:

Rating scales

Likes/dislikes

Comments

Emails/webforms

Surveys (online/offline)

Reports

Number of business mentions

Follows

Face to face/phone interviews

Receiving consumer feedback is an opportunity for a business to interact and directly engage with their consumers.

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

My First Template

ACTIVITY

Does feedback matter?

Audience feedback

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Activity – Audience feedback

Purpose:

The purpose of this activity is for students to review and assess types of feedback provided by users online

Resources: Access to the internet

Instructions:

Students complete this activity individually or in pairs

Students look up big brands such as Telstra, Apple, Jetstar etc.

Ask students to look at the star rating the company has been provided and to identify the lowest ratings/reviews

Read the negative comments and see if the brand has directly engaged with the user in an attempt to rectify the issue

Twitter is used for people to get the attention of businesses or people of a brand they have used. It is a more direct and faster way of interacting. Ie. Twitter tweet versus sending an email.

Discuss and debrief as a class – which companies made an effort to engage with a dissatisfied customer? How was this rectified?

Suggestion:

Provide students with a list of major corporations to review in this activity

References:

N/A

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Analysing costs against benefits

Measuring the return.

Which marketing channel was the most effective in your activities?

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Content slide – Analysis of benefit/cost

Notes:

Promotional activities can be quite costly – some activities more than others.

For example, consider the cost of an offline event ie. renting a stall and space at the next trade event, developing marketing collateral, giving away samples, paying for staff to promote at the stall, time investment, technology requirements etc. If 2000 people attended the event over 2 days you were promoting and you acquired a list of emails and names, gave out business cards and samples, acquired new followers on social media, received a few mentions online and spoke to a number of people face to face, yet there was only a small number of people that converted into a sale, which totalled approximately $700 in profit and the 2 day event cost you over $5000 in total, would you consider this beneficial? Would you see potential to attend the at a similar event?

Similarly, you might spend a large amount on sponsored Facebook posts to promote on a weekly basis, however if you are not getting ‘click throughs’ to your website and conversions/sales, then what do you assess? Some businesses run into the error of spending a large amount of money on sponsored content/ads however do not target their audience correctly. For example, a business that specialises in footy boots for boys 7-15 have created advertisements that are appearing in the newsfeed of international students, who reside in the inner city. This audience group is not as likely to purchase foot boots compared to ads targeted at young mothers who reside in the suburbs. Irrelevant advertising is an easy way to end up with an insufficient return on investment.

You can plan and predict your expected return through financial projections, however marketing activities can still be a form of trial and error. You need to test your assumptions with your target audience and tweak the product and promotional activities as you see trends and changes.

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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“Vanity metrics make you feel good, but they don’t give clear guidance for what to do.”

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Discussion quote

Notes:

The purpose of this quote is to raise the awareness of ‘vanity metrics’ that is online likes/followers, comments etc.

Vanity metrics are NOT a good measure of success or effectiveness, because they are not actionable.

References:

Quote by Eric Ries, Author

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What’s next?

Continuing the process.

Plan

Implement

Plan

Implement

Review

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Content slide – What’s next?

Notes:

After a review and evaluation has been conducted what are the next steps in the process?

The next step is back to the stage of planning in the process – using the data gathered through your review to look at what worked and what needs improvement.

Consider:

Product iterations/modifications

Different business strategy

New process/procedures

Specialist people with key skills

Additional resources

New customer segments

Review of marketing activities and channels

Funding requirements.

Reference:

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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ACTIVITY

Promoting an alternative to the smartphone

Case study

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Activity – Case study

Purpose:

The purpose of this activity is for students to review a case study on promotional activity

Resources: Textbook – Marketing Principles, Case study, Chapter 12, Pg. 445

Instructions:

Students complete this activity individually or as a class

Review the information in the following case study: Promoting an alternative to the smartphone

Discuss and debrief case study as a class

Refer to discussion questions on Pg. 446

Suggestion:

Provide students with a different case study that highlights the planning, implementation of marketing activities and review process

References:

Link to case study: http://www.academia.edu/4103079/Apple_Marketing_Analysis_Report_Apple_iPhone_Case_Study

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Learning summary

What have I learnt so far?

You should now be able to:

Explain methods of evaluation

Identify triggers for review

Assessing the benefits of ratings and reviews

Identifying types of audience feedback

Analysing costs/benefits of promotional activity

Preparing for next steps in the process of promotional activity

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Learning summary slide

Notes:

Review the learning objectives for this part.

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References

Summary of text references to compliment this session.

Marketing principles 2nd edition, Pride et al., Cengage Learning, 2016

MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016

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Reference slide

Notes:

Advise students of chapters in prescribed text

Advise students of additional reading.

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Next session

BSBPMG522 Undertake project work

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Next session

Notes:

Advise students of the next session/unit in the training

Ask students for feedback – what they learnt, memorable topics, improvement areas/suggestions etc.

Thank class and close.

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