40 UNIT4 ++ MARKETING Making an impact in presentations How would you adapt your presentation style if you were a) giving a talk at a conference, and b) giving a presentation to a group of colleagues? Why? 4) cb1.31, 1.2 Listen to two speakers talking about marketing. Identify the presenter and the kind of presentation they are giving. +4) 01.31, 1.32 Look at these sentences. Who says what at the start of their talk, Presenter 1 or 2? Listen again if necessary. 1 As you probably know, 'm .. and today I'm going to be talking about 2. You know, a funny thing happened to me the other day. 3 What is unseen isthe extensive market research and development of products, 4 Have you seen this coat? 5 But whatis marketing? 6 According to marketing guru Philip Kotler, there are five key processes in marketing First, 7 Anyway, lm not hereto tell you about 8 Did you know that China's fashion market will probably grow to around US$12.4 billion over the next two years? 9 Ibet you didn't know that, did you? 10 Now, you're probably wondering, what’ the significance of all ofthis? +4) c01.33, 1.34 What do you think are the missing words in these expressions for staging and signposting? Listen to two more extracts and check your answers. Presenter 1 1 So, to go back to earlier, 2. Right, to that slide. 3. So,tosum be 4 Sorry folks, but time for today. Presenter 2 5 Right then, le’ those figures, shall we? 6 Haliketo 2 journalist from the FT here: 7° there's just you all to remember, its 8 And . reveal our new marketing strapline. Peer REFERRING TO SURPRISING FACTS OR EMPHASISING KEY WORDS BUILDING RAPPORT WITH THE FIGURES. What is unseen is the extensive market AUDIENCE Marketing is too often confused with investigation Houston, we have an innovation selling. ‘And that’s what 'd like you to do for problem. (using humour) You'll see we're talking about over five your next assignment. Clearly, we've got to do something billion euros. different here. (involving the audience) QUOTING SOMEONE 1 ike to quote the words of... here. According to the marketing guru, to remember, i's. Kotler would argue .. CALIREED cree You know, a funny thing happened to Rae GER RISE ee me the other day. (telling an anecdote) Wthere'iston thing ke ou at TES a ues onsen rwae Relaunching Home2u oe needs anew marketing campaign to attract young Hispanic customers Background Homeau isthe largest home-improvement __ Homeau recently introduced a cultural retailer in the United States. Ithas more marketing campaign specifically than 2,000 stores in the US, Puerto Rico, designed to appeal tothe Hispanic ‘Mexico and Canada. It sellshome products market, with an emphasis on family, that include easy-to-assemble fittings and __ watching soccer and salsa music. furnishings, DIY tools and equipment, paint However, the campaign was seen as and flooring, as well as garden furniture. too stereotypical and didn't appeal to younger US Hispanics. According to market research, many of them have high aspirations and are interested in new social media and pop culture. Interestingly, many prefer information to be in Spanish or bilingual English and Spanish). Homeau has decided to relaunch its campaign. The marketing department needs to come up with a new campaign that’s edgy and appealing, nat patronising to young Hispanics. The Hispanic community comprises 15 per cent ofthe US's population and is the nation's largest ethnic minority. Market research shows that young Hispanic customers ate an important target group. Itis estimated that the Hispanic population ‘of the US will reach 102.6m by 2050, by which time Hispanics will constitute 24 per cent ofthe total population Customer survey Look at this extract from the recent online customer satisfaction survey for Hispanic customers What are the key findings? Kees ooee seer li I think the latest Home2u marketing campaign is edgy and cool Camnent atoup row Ter rsdn ony eaves Sm a — a ita tum-oft 5 |Home2u staff are helpful and not patronising. 13% ee ee ona ae Brainstorming meeting You are members ofthe marketing team at HomezU. You hold a meeting to relaunch the sand products more appealing campaign. Look at these suggestions for making you to Hispanie customers. Discuss the ideas and brainstorm some ‘+ Make yourhome-improvement products more appealing to Hispanic customers + Install bilingual computers around the store to help customers find produc ‘Hire more US-Hispanic staff (7 per centat present ‘+ Target younger Hispanic customers * Come up with a Spanish-sounding name for the new marketing campaign aDecision-making meeting ‘You have decided to finda celebrity to endorse the new campaign Read he four profiles. What are the strengths and weaknesses of each celebrity? Decide who you would choose to endorse the re-launch and why, then present your favourite to the group. Leona Pedraza /AMexican gol player, Leona is young professional who's ‘onthe up and has already been approached by @ sportswesr brand to endorse ther products, At 24, she might be alite young for Homes ‘existing market, which currently consists of30-to 40-somethings. She has @ ‘gi-next-doo’ kind of image Elvira Olivas Glamorous, successtul Colambian-born actress Eira has appeared in several action movies s a super-heroine. Popular with teenagers and 20-somethings, she might not appealto the older market segments Like many celebrities, Enira prefers to do ‘advertising and promotional ‘work in markets overseas, here she as featured in an extensive advertising campaign for a low-fat breakfast cereal Vanessa Flores | Mexican pop singer with international appeal, Vanessa is extremely popular with younger | Hispanic women and teenagers. She was recentiy onthe point of signing e sponsorship desl ith a mobile company, but itfll through because of her high fees. Famaus for her on-off relationship with US musician Kurt Holmes, the couple have reunited again and there is talk of wedding bells. Cuban-bor rapper Eddies very popular with Hispanics between the ages of 25 and 18. He has had cameo parts in couple of Hollywood fms and has recently presented a music programme on Mexican ‘Ty,where he has something of ‘a cultfollowing. He is divorced with thee chile. #49 c01.35 Listen to Jodie, the Marketing Director, talking to Emilio, a recruitment agent, about the availabilty of celebrities for Homeau's TV commercial What new information comes to light? Who do they finally choose, and why? Presentation Work in pairs or small groups. You are members of the marketing team. Jodie, the Marketing Director, S now on maternity leave. She has asked you to prepare a presentation of your final choice for the product endorsement to management at Home2u. Think ofan original way to make an impact at the start and a marketing strapline to end on a high note, then give your presentation. Consider these questions: 140 001.36 Listen to the flming of the TV commercial. Do you think it willbe successful? Why? / Why not? Discuss if you stil want to go with the same choice. Which media will you use for the marketing campaign, e.g. TV, radio, press, billboards, Viral marketing (including social media), online banners and videos, concerts/interviews streamed live on the Internet, etc.? What promotional events will you organise, bearing in mind the target market? What kind of accompanying publicity and promotional material will you prepare? Writing Waite apress release forthe product endorsement. Outline the ‘marketing campaign and the media you have chosen. Writing file page 148 Watch the Case study commentary on the DVD-ROM. 43