Marketing for Lawyers Promotion, building image Eva Tomášková eva.tomaskova@law.muni.cz Promotion lis one of the 4Ps of marketing mix linvolves the process of making a product available for use by a consumer linvolves promotional mix linfluences building of a company image Promotional mix I lAdvertising - Any paid presentation and promotion of ideas, goods, or services by an identified sponsor. lExamples: Radio, television, billboard, direct mail, brochures and catalogs, Web pages, banner ads etc. lYour experience? l lPersonal Selling - through the use of an oral presentation. lExamples: Sales presentations, sales meetings, samples, and telemarketing. Can be face-to-face or via telephone. lYour experience? l lSales promotion - marketing communication are employed for a pre-determined, limited time to increase demand of current customers and stimulate new customers. lExamples: Coupons, product samples, rebates, self-liquidating premiums, trade shows etc. lYour experience? l lPublic relations - Paid stimulation of supply for a product or a company by significant news about it or a favorable presentation of it in the media. lExamples: Newspaper and magazine articles/reports, TVs and radio presentations, speeches, issue advertising, seminars, facebook. lYour experience? l Promotional mix II lDirect Marketing - sends its message directly to consumers. lExample: catalogue distribution, promotional letters, and street advertising lYour experience? l lExhibitions - Let potential buyers try the product. Advantage is that businessmen know directly what people see in a product. Opposite, competitors can see exactly what a company is doing. lExample: trade fairs, trade shows or exposition lYour experience? l lCorporate image - The Image is a crucial point in marketing. If the reputation of a company is bad, consumers are not less willing to buy a product from this company as they would have been, if the company had a good image. lExample: Sponsorship - patronize of a social groups, sponsor hard sick children, patronize some plants or animals, etc. lYour experience? l Task lWhich kind of promotion can be used for lawyers? lAds lPersonal selling lSales promotion lDirect marketing lPublic relations lExhibitions lCorporate image l l Promotional mix at Lawyers in the Czech Republic lAllowed: lSelected types of Advertising lSelected types of Public Relations lExhibitions lCorporate image l lProhibited: lSales Promotion lDirect Marketing lPersonal Selling d6205 Advertising I lIncludes: lthe name of a product or service lhow that product or service could benefit the consumer lto persuade potential customers to purchase or lto consume that particular brand. l lGoal: lrepetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers Instruments of Advertising lTelevision lwith special computer graphics and with a song that listeners soon relate to the product lthe most effective mass-market advertising format with high prices TV advertisements l lRadio advertising lWhile radio has the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. l lPress advertising lallows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. l lOnline advertising lExamples of online advertising include contextual ads that appear on search engine results pages, banner ads l lBillboard advertising llocated in public places which display advertisements to passing pedestrians and motorists l lCelebrities lfocuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products l Evaluation of advertising lIs the message clear at the first view? lIs advantage of the product (service) clear at the first view? lIs the product (service) ease to identify? lIs the brand (company) ease to identify? Advertising lthe best one for lman lwoman lkid l l1. Choose from Internet the best one ad for legal services (law company). l2. Choose from Internet the best one ads for men, women and kids. l lWe will analyse these ads during the next lesson. Homework