Managing the salesforce Flashcards
Sales territory management
ensuring the members of the salesforce have a reasonably equal chance of making sales
examples of PR activities
sponsoring a major charitable or sporting event
run projects to benefit the local community
PR- reactive approach
hiring someone with a nice smile and friendly smile to smooth over complaints (bad approach)
PR-Good PR approach
make all the staff feel positive about the company
makes sure everyone knows the main aims
slogans tend to show the companies main aim
Press releases
differs from advertising as it is not paid directly (better use of the promotional budget)
carries greater creditability
more likely to be read
criteria for successful press releases
story must be newsworthy
must not be merely thinly disguises advertisement
stories must fir the editorial style of the magazine
basic rules media events should use
media event should only be made if press will find interesting
check there are no negative connotations that are being announced
ensure there are some companies senior executives to talk to press
Defensive PR
responding to attacks from outside the firm
the news media can greatly increase the negative effects
crisis team should be established beforehand speak authoritatively
Proactive PR
setting out deliberately to influence opinion without waiting for an attack from outside
better prepared to handle issues
Good PR will achieve…
a positive firm image
counter bad publicity
improve employee motivation
improve effectiveness advertising and sales force
PR will not…
directly increase sales
cover up something adverse to the company
replace other promotional activities
Word of mouth importance
it is interactive
allows for feedback and confirmation of the message
the source of a friend or acquaintance carries a lot more credibility than marketer
negative information spreads twice as fast
Sponsorship
appears to work best where there is an existing link between company and event
needs to reach the desired audience
how many other sponsors are at the same event will determine the effectiveness
Reasons for sponsorship
increase brand loyalty
enhance community relations
encourage positive word of mouth
target new customers or specific customer base
