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Jones Blair

Marketing 494

Professor Shield
Monday 7:00PM 9:45PM

Elizabeth Aroyan Jeremy Dunbar Roxanne Gahol Jennifer Mak Anna Nguyen

Promotional Mix..............................................................................................................................3 Promotional Objectives....................................................................................................................3 Creative Appeal...............................................................................................................................4 Media Schedule................................................................................................................................5 Personal Selling...............................................................................................................................6 Channel Promotion..........................................................................................................................7 Direct Marketing..............................................................................................................................8 Advertising.....................................................................................................................................10 Sales Promotions............................................................................................................................11 Support Promotions.......................................................................................................................12 Public Relations.............................................................................................................................13 Budget............................................................................................................................................14

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Promotional Mix The following shows each communication platform that will be used and its percent share:

These promotions will be directed toward our two main audiences: urban professionals/contractors and rural DIY consumers. The push strategy will mostly be used toward professionals/contractors to increase sales volume and attain and maintain accounts; the pull strategy will mostly be used toward consumers to increase their brand recognition and demand for Jones Blair. Promotional Objectives Increase professional/contractor sales volume/gallonage Increase number of professional/contractor accounts Increase consumer brand recognition and loyalty Increase consumer trial and demand 3|Page

Creative appeal Hard sell messaging will be used for the push strategy and will focus on the tangible characteristics of the product and account services that are important to professionals/contractors. A mix of hard and soft sell messaging will be used for the pull strategy. The hard sell messaging will focus on ease of use, convenience, and other tangible attributes communicated through information channels (books and guides, videos, and knowledgeable sales representatives). The soft sell messaging will focus on creating resonance with the Texan lifestyle by using the state silhouette, flag, and colors (red, white, and blue) on promotional materials. This will also create a country/state-of-origin effect to reach one of our VALS segments, Believers, who favor U.S. products. The created sense of pride in purchasing a product manufactured in the home state of DIY consumers should increase brand loyalty. Media schedule A continuous scheduling strategy will be used because there are no significant seasons for promotions or the purchasing of paint.

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MEDIA SCHEDULE

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec

Personal Selling Prospecting Merchandising In-store reps Servicing

Channel Promotion Sales bonuses Display allowances Tie-in contests Direct Marketing Catalogs Direct mail Telemarketing E-mail Web site

Advertising POPs Print Broadcast Outdoor Sales Promotions Premiums and gifts Sampling Coupons Sweepstakes Support Promotions Events Sponsorships Public Relations Charity donations Corporate ads

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PERSONAL SELLING Objectives 1. Search for more prospective accounts 2. Communicate a professional and knowledgeable brand image 3. Close more sales 4. Service accounts better Prospecting o During the beginning of the year, the sales-force will focus on spending time in the field analyzing the market and determining how marketing could better generate professional/contractor sales leads. o After aggressive prospecting, CRM software will be used for the rest of the year to target the accounts with the most potential profitability. Merchandising o Sales reps will visit stores every 3 months to ensure displays are set up and presented properly. o Sales reps will continue to monitor inventories of paint and sundries through computerized inventory but also make sure the products are stocked in the shelf location that was paid for during these 3-month visits. In-store reps o After making sure the products and displays are merchandised correctly, sales reps will be sent to retailers the month directly after to address any questions and concerns of consumers and store employees, such as application, color matching, surface preparation, or durability.

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o Specialty paint and lumberyards are most frequented by professionals so sales reps sent to these locations will also be able to take orders in-store and/or record contact information to enter into the CRM database. Servicing o Providing excellent service to the most profitable accounts will improve brand loyalty and repeat purchases. o Important account management tasks will include order taking, billing and credit extensions, bid creation, project planning, and warranty management. CHANNEL PROMOTION Objectives 1. Motivate sales reps to generate more leads/sales and better service accounts 2. Increase sales volume from retailers and professionals/contractors Sales bonuses o Currently the sales reps are paid salary with 1 percent commission on sales and have only added 5 accounts within the last 5 years. o The commission percentage will be increased to 3 percent, but the sales/new account quota will also increase to drive business growth. Display allowances o Although the sales reps will visit retailers to ensure the displays are set up correctly, the retailers will be the ones setting them up every 3 months and they will be paid to do so.

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Contests o Along with the commission percentage and sales quota being increased, the sales rep that exceeds the quota by the largest percentage will win a contest. o These contests will be sponsored by Gullivers travel agency in Fort Worth, Texas and will take place every 4 months. The winner will receive a paid vacation trip, which may not be redeemed during peak selling periods, as there are only 8 sales reps.

DIRECT MARKETING Objectives 1. Support prospecting not geographically efficient by personal selling 2. Encourage repeat business from professionals/contractors Catalogs o Seasonal catalogs will be sent 4 times per year to current accounts as well as professionals/contractors whose contact information has been recorded in the CRM database. Direct mail o Follow-up mailings will be sent the month after the seasonal catalogs to make the sale by explaining how to buy, how to order, where to call, and how to pay for the purchase. Telemarketing o Through the CRM software, clients with the most potential profitability or need for repurchase will be contacted to generate sales.

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o Sales reps will also service accounts and take orders through inbound telemarketing. E-mail o Similar to telemarketing, e-mails will be sent to current clients and sales prospects in the CRM database to remind them how to purchase from Jones Blair. Web site o The main web site will be designed for consumers. Articles and videos about color trends, color matching, application, color matching, surface preparation, and decorating ideas will be available to viewers along with other FAQs in text form. Viewers will also be able to upload a picture of the room they are trying to paint, where they can virtually paint the walls any color. If the dimensions of the room are given, the amount of paint needed will be calculated and displayed. Once they find a color that best matches their product, the paint can be ordered through the web site or the nearest retailer where the product is available. o The professional/contractor section of the web site will focus more on the products, account services, and volume prices provided by Jones Blair. Current clients can log in to order more paint, sundries, or get color support. Similar to the consumer section, clients can upload a photo of their project location and change the colors, but it will be more detailed factory tinting. If the online application is not accurate enough, a contact form can be sent to a sales rep/consultant that can provide more specific color, quantity, and pricing information.

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ADVERTISING Objectives 1. Increase brand recognition 2. Create a country/state-of-origin appeal to increase brand loyalty POPS o In-store reps will work alongside their display in a branded section of the paint department where paint cards/chips, actual samples, guides, and other resources will be available. Print o Jones Blair will continue to advertise in newspapers and magazines. Broadcast o Limited commercials will air on HGTV and during ABCs Extreme Makeover: Home Edition due to budget constraints. o Because Texas is heavily involved in sports (Dallas Cowboys, Houston Texans, Texas Rangers, Houston Astros, Houston Rockets, San Antonio Spurs, Dallas Mavericks), commercials will air during the beginning of sports seasons (baseball in April, football in August, basketball in November). If there is not enough budget to air limited commercials on ESPN, local channels will be contacted, as high school and NCAA football is also intensely followed. Outdoor o Bold billboards will display the Texas-centered creative campaign involving red, white, and blue colors, which are part of the U.S. and Texas flag, along with the

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phrase Texas Made because Jones Blair is manufactured in Texas. This will create the country/state-of-origin effect. The following is some concept art:

SALES PROMOTIONS Objectives 1. Stimulate trial and sampling 2. Attract brand switchers Premiums and gifts o On-pack premiums will be banded to paint products and have the Jones Blair logo on them. Some examples include paint can openers, stir sticks, and our DIY Painter Guide. o There will also be banded packs of paint along with beginner level sundries (brush, disposable trays, etc.) Sampling o Every 4 months the Jones Blair web site will offer and ship free paint samples (one per household per promotional period). Free samples will be available from the sales rep during store/POP visits in limited quantities. The highest priority

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professional/contractor accounts will receive free samples of the newest/innovative products, such as the 2-in-1 paint + primer, paints with lower VOCs to meet environmental regulations, and organic paints to promote sustainability. Coupons o Cents-off coupons will be mailed to those who received a free sample by leaving their contact information to encourage a sale after trial and not lower the premium brand image/pricing in public. o Professionals/contractors will receive coupons for Jones Blair sundries after purchasing a certain amount of gallons and also discounts for purchasing more volume. Sweepstakes o Every 6 months there will be a sweepstakes sponsored by Ford Motor Company to win a brand new Ford Ranger (2011 MSRP $18,160). Awareness of this sweepstakes will be created through celebrity endorsements by Country music singers. Support Promotions Objectives 1. Increase brand presence within the community 2. Support the Texan-lifestyle resonance strategy Events o In February Jones Blair will attend the Houston Livestock Show and Rodeo, which is the worlds largest live entertainment and livestock exhibition (rodeo is

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the official sport of Texas). Brand ambassadors with branded clothing will be handing out specialty advertising (pens, shirts, beer cozies, etc.). o Jones Blair will also purchase a vendor space at the State Fair of Texas held in Dallas, which is the largest state fair in the U.S. Along with specialty advertising, sales reps will attend and offer information and samples as they would at an instore POP. Sponsorships o Jones Blair will sponsor local football, basketball, and/or baseball teams. PUBLIC RELATIONS Objectives 1. Associate the Jones Blair brand with good causes 2. Provide information about compliance and progress toward sustainability Charity donations o As mentioned in the distribution section, paint will be donated to home transformation and restoration programs and TV shows and charities, such as Extreme Makeover: Home Edition. Corporate ads o Ads will be created that focus on the reduction of emissions of VOCs, development of organic paints, and other steps Jones Blair is taking to satisfy the sustainability image.

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Budget

5%

5% Personal Selling 15% Channel Promotion Direct Marketing Advertising 15% Sales Promotions Support Promotions Public Relations

50%

5%

5%

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