local events. Give away hats, tee shirts, sports bottles and other goodies w/Herald logo.Trade ShowsIntroduce the Herald to Monroe and Palm Beach to customers and local retailers.Gather customer and competitive information. Follow-up through sales calls or direct marketing.Identity new prospects PERSONAL SELLING1.ObjectivesAs part of our personal selling campaign we will use several person-to-person strategies in order to assist, persuade or even make perspective buyers aware of the product and eventually purchase The Herald over other newspapers. -The first step in developing customer relationships is locating perspective customers through the purchase of a list of customer with similar characteristics to those that read, or even those who don’t read other newspapers in the Palm Beach area. -We will focus on satisfying customer needs and emphasize on customer service in order to develop long-term relationships, which in the long run, will evolve into brand loyalty. -We will create awareness of The Herald through telephone sales, and set-up stands outside local stores with sales people promoting The Herald. We will focus on initiating trial and getting the order.2.Selling StrategyOur selling strategy will focus mainly on positioning The Herald as fulfilling our customers’ needs and expectations by providing the most accurate and useful information to them. -We will offer free trials that will allow people to view The Herald and judge for themselves if the paper is worth subscribing to. -Our selling strategy will also focus on providing our customer with outstanding customer service. In the Miami area we will focus on sustaining the existing market share. Where as in Broward County we will focus on increasing our market share. PUBLIC RELATIONS1. ObjectiveThe main focus of our public relations strategies is to develop and carry out a communications program designed to bring about public understanding and acceptance. ...
