Promotion Roleplay Flashcards
Explain the role of promotion as a marketing function.
Creating Awareness: Promotion helps create awareness of a product, service, or brand among target customers.
Generating Interest and Desire: Promotion aims to generate interest and desire for a product or service by highlighting its unique features, benefits, and value propositions.
Driving Sales and Conversions: Promotion plays a crucial role in driving sales and conversions by influencing customer purchasing decisions. By offering promotions, discounts, incentives, and limited-time offers, businesses can create a sense of urgency and encourage customers to take action and make a purchase.
Building Brand Equity: Promotion contributes to building brand equity by enhancing brand awareness, perception, and loyalty.
Differentiating from Competitors: Promotion helps differentiate a product or brand from competitors in the marketplace.
Identify types of public-relations activities.
Public relations (PR) activities encompass various strategies and tactics aimed at building and maintaining positive relationships between an organization and its key stakeholders, including customers, employees, investors, media, government agencies, and the general public.
Media relations
Press releases: Distributing news releases to journalists and media outlets to announce company updates, product launches, or significant events.
Media pitches: Proactively reaching out to journalists with story ideas, expert commentary, or interview opportunities to secure media coverage.
Media interviews: Arranging interviews with company executives or spokespersons to share insights, expertise, or perspectives on industry-related topics.
Corporate communications
Internal communications: Developing and distributing newsletters, memos, or intranet updates to employees to keep them informed about company news, policies, and initiatives.
Executive communications: Writing speeches, presentations, or talking points for company executives to deliver at conferences, events, or media interviews.
Shareholder communications: Drafting annual reports, earnings releases, or investor presentations to communicate financial performance and corporate updates to shareholders and investors.
Community relations
Corporate social responsibility (CSR) initiatives: Planning and executing community service projects, volunteer programs, or charitable donations to support local communities and social causes.
Sponsorships and partnerships: Collaborating with community organizations, nonprofits, or local events to sponsor or participate in activities that align with the company’s values and objectives.
Crisis management
Crisis communication planning: Developing strategies, protocols, and messaging frameworks to respond effectively to crises, emergencies, or reputational threats.
Employee relations
Employee engagement programs: Implementing initiatives such as employee recognition programs, wellness initiatives, or professional development opportunities to enhance employee morale, retention, and productivity.
Explain communications channels used in public-relations activities.
Media Relations: Press releases, media interviews
Digital/Social Media: Social platforms, blogs
Corporate Communications: Websites, internal memos
Community Engagement: Events, partnerships
Crisis Communication: Emergency alerts, media briefings
Thought Leadership: Conferences, whitepapers
Employee Communication: Newsletters, advocacy programs
Publicity Events: Press conferences, stunts
Build corporate brand.
Corporate brands are built through a strategic and deliberate process that involves establishing a strong identity, creating positive associations, and consistently delivering value to stakeholders.
Define brand identity: The first step in building a corporate brand is defining its identity, which includes the company’s mission, vision, values, and unique value proposition (USP)
Develop Brand Messaging: Develop clear and compelling brand messaging that communicates the company’s identity, values, and benefits to its target audience.
Build Brand Awareness: Increase brand awareness through marketing and promotional activities such as advertising, public relations, social media, content marketing, etc.
Provide value and quality
Deliver consistent brand promise
Differentiate from competitors
Identify internal and external service standards
Internal Standards: Understand the expectations set within the company for service quality.
Response time: Establishing guidelines for responding to internal inquiries, requests, or communications within a specified timeframe.
For example, responding to emails within 24 hours or returning phone calls by the end of the business day.
Quality of work: accuracy, attention to detail, adherence to established processes or standards, and meeting predetermined quality metrics or benchmarks
Collaboration and Communication: Defining expectations for effective collaboration, communication, and teamwork within the organization
Training and development
External Standards: Be aware of industry benchmarks and customer expectations.
Consistency: Emphasize the importance of maintaining consistent service quality.
Communication: Ensure all employees are familiar with and adhere to established standards
