OPERATIONAL MARKETING AND SALES PROMOTION
The basic principle of marketing is to offer customers products that meet their expectations
. Once created these products should also promote and highlight the face of existing products and competitors. This is one facet of operational marketing.
Classically operational marketing has two major objectives:
1. Win new customers,
2. Customer loyalty conquered.
Operational marketing aims to set up marketing efforts to reach these goals.
It feeds on methods of direct marketing and sales promotion techniques and follows a sequence of seven steps:
1.IDENTIFICATION targets
2.Definition goals
3.Conception actions
4.Elaboration marketing mix
5.Détermination of a budget
6.Exploitation actions
7.Mesure results and calculation of profitability.
1 - Direct Marketing:
Direct marketing is based on a personalized message directed to a target identified for the purpose of personalized communication between the advertiser and clients to engage the client to an immediate reaction. It presupposes the operation of a database and the use of adequate communication channels.
The most common techniques are:
• Direct mail
• E-mailing
• Bus-mailing
• The fax mailing phoning
• The couponning
• Cards
• The POS
• The street marketing
• Home shopping catalog
• E-business
• The kiosks.
We will quickly review some of these actions. Direct mail: It consists of a sending a letter by mail from a mailing list clean and days. Although it is very old design used for example to promote perfumery / cosmetics consumer.
The basic composition of a postal mailing follows the form:
1.A letter attachment,
2.The envelope "carrier"
3.A support: flyer or brochure,
4.A call to action: order form or reply card,
5.The prepaid return envelope.
The e-mailing:
The procedure by sending an e-mail to a greater or lesser number of Internet users. This method was born of course the advent of the Internet and it has many advantages: