The processes that aim to publicise the company's offer, its history, its differentiated value proposition or any other aspect or detail of it are called PROMOTIONAL processes. They involve a sender, a receiver (or many receivers), a medium or support, a message and an objective (an action or a change in the receiver's perception).
Based on the themes presented choose the right answers to the below question:
Deep Dive into Key Topics
Promotional processes bring the content of the offer closer to the target audience with the frequency and intensity necessary for the promotional objective to materialise.
1. Digitalising Communicating in general
Promotional processes are communication processes in which the sender, medium, message and receiver have to work together. The digitalisation of these processes must contemplate the conversion to digital of the interaction and the management of each of these four elements.
2. Making personalised offers
To realise digitised and customised offer processes is essential to developing structured customer databases. This structuring of the content of customer records must be carried out according to the criteria of relevance and competitiveness of segments and individual customers.
3. Profiling the user
Gathering the profile of the client, their needs and specific capacities to participate in the provision of the service.
4. Booking and specifying the order
The aim is to automate taking orders, gathering all the necessary information to plan the service required for customer satisfaction and the efficient use of the resources to be used. It must also contemplate the need for modification and cancellation of the order. Finally, it must be connected to the total or partial payment module that has been decided for the service.
5. Commercially developing the transaction
This part shall address the up-selling activities of the agreed transaction or order. It shall contemplate the possibility of up-selling (extension of the quantity purchased or reserved), up-grading (improvement of the range purchased or committed) and cross-selling (cross-selling of additional and different products or services to those initially purchased) digitalisation.
6. Prescription
Feeding the digital prescription to new customers from current and active ones.
1. Digitalising Communicating in general
Promotional processes are communication processes in which the sender, medium, message and receiver have to work together. The digitalisation of these processes must contemplate the conversion to digital of the interaction and the management of each of these four elements.
2. Making personalised offers
To realise digitised and customised offer processes is essential to developing structured customer databases. This structuring of the content of customer records must be carried out according to the criteria of relevance and competitiveness of segments and individual customers.
3. Profiling the user
Gathering the profile of the client, their needs and specific capacities to participate in the provision of the service.
4. Booking and specifying the order
The aim is to automate taking orders, gathering all the necessary information to plan the service required for customer satisfaction and the efficient use of the resources to be used. It must also contemplate the need for modification and cancellation of the order. Finally, it must be connected to the total or partial payment module that has been decided for the service.
5. Commercially developing the transaction
This part shall address the up-selling activities of the agreed transaction or order. It shall contemplate the possibility of up-selling (extension of the quantity purchased or reserved), up-grading (improvement of the range purchased or committed) and cross-selling (cross-selling of additional and different products or services to those initially purchased) digitalisation.
6. Prescription
Feeding the digital prescription to new customers from current and active ones.
Interactive exercises/reflective questions
Reflection:
Watch the Pont Sec Restaurant video story (https://www.pontsec.com/pepe).
Reflect on the circular impact of digitalization of the promotional activity of the Restaurant Pont Sec, explaining the specific benefits derivates from it.
Exercise: Multiple choice
Exercise: Multiple choice
Further resources: videos and/or useful links
References
