1.0 Definition of Below the Line Tools
The terms 'below-the-line' promotion or communication refers to forms of non-media communication, even non-media advertising. Below-the-line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in products, but also for industrial goods. http://www.coolavenues.com/mba-journal/marketing/below-line-promotion For my understanding, below the line tools means that the promotion is not using the television, internet, and outdoor media (billboard) and so on. What can I say is that this tool is some sort like using the ‘old school’ advertising for example personal selling, public relation, sales promotion, direct marketing and sponsorship. It is more to the mouth to mouth situation when market or selling our product. Below are the 5 tools that available in this country outlining the advantage and disadvantages? 1.1 Personal Selling
Personal selling can be defined as follows:
Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale" http://tutor2u.net/business/marketing/promotion_personalselling.asp For my understanding, personal selling is more to ‘mouth to mouth’ situation. It means that the seller is communicating with the potential buyer (suitable segments) to encourage them to buy what are the seller is selling. It is two people communicate with each other. The talk skilled is needed to influence the potential buyer to buy the product or service so that they (potential buyer) will buy their product. Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to support a push strategy (encouraging intermediaries to buy the product) or a pull strategy (where the role of the sales force may be limited to supporting retailers and providing after-sales service). Below is the diagram of the sales force of personal selling: 1. Prospecting
Six activity of sales force
5. Information Gathering
First the personal seller must find prospect or potential buyer to promote or buy the product. It means that the seller must look on their job, age, the usage of the product and suitable usage of the product to the customer. When the sellers locate the suitable one, they will communicate to the customer about the product they are selling. This activity requires the seller to be good in communicating to influence them to buy the product. After that, they sell the product to the customer. Then, give the service to the customer. This activity providing support and service to the customer in the period up to delivery and also post-sale. Giving the service is not enough, the seller must find or gathering information about the market for feedback into the marketing planning process. And lastly allocating the product, in times of product shortage, the sale force may have the power to decide how available stock is allocated.
Advantage of personal selling
Face to face
Demonstrate the product
Face to face means that the seller can give full attention to the customer and same as the customer. In this situation the seller can know the behavior of the customer whether giving a good respond or not. It also can make customer to ask question on the spot so that they understand about the product. The seller can give the customer about the product information directly so that they understand the situation is all about (buying process). The seller also can demonstrate the product to the customer so that they (customer) know how the product works. And lastly is about making the long term relationship to the customer so that the repeating...