Lebedeva, A.

Shynkarenko, N.

English

eLibrary National Mining University

90• Sales promotion;• PR;• Direct marketing and other.The Friends EC uses a SEO and a contextual advertisement in the Internet, aprinted and an outdoor advertisement, the elements of sales promotion as such asproviding product sample and prizes, the PR and telemarketing.The school must pay attention to:1) SMM and2) Discounts.The Social Media Marketing will help increase school recognition and owing todiscounts, the school can increase sales.Lebedeva A.Shynkarenko N., research supervisorNational Mining UniversityGAMIFICATION AS A WAY TO CUSTOMER RETENTIONKey words: gamification, reward, pleasure.Gamification – is the usage of game technology in non-game situations when themechanics of traditional games is applied to unusual concepts, for example, duringthe work with clients.The reason why the game is so popular – the reward. Compensation may besignificant, material or abstract, for example, a sense of the completed task. But theresult is the same: the release of adrenaline into the center of our brain's pleasure.When a person gets pleasure from a reward, it outweighs the sense of wasting money.Whatever your sphere of application, there are a few basic tools of gamification:points, board of honor, and competitions with prize money points, and targets andratings – so it was interesting to return to the game.Three of the most popular types of rewards:1. Points – are used as a reward for a variety of actions, profitable company.Such method works well for small and relatively minor purchases. For example, theloyalty program "EVA MOSAIC" the network of "EVA" stores, in which the buyerreceives and collects bonuses for purchases, which are then free for using and clientscan use them when they go shopping.2. Achievements – this approach requires from participants certainachievements, to get a well-deserved bonus. For example, the action of the"Rastishka" "Pick the world map – and study animal", to collect a world map, youshould buy a certain number of products and only then  the goal will be achieved – areward.3. Competition – people love to compete. Therefore, customers are competingwith each other for a place of honor leader. This, for example, a promotional actionfrom the "Kinder, when for a certain amount of collected labels, the first 9,000 peoplereceive hoodie.91Thus, gamification works because everyone wants to play and receive gifts – itis human nature. We want to compete with others, to crave awards and want ourachievements are noticed.References:1. Bogdanov V.: Gamification: [Electronic resource]// October 31, 2013.-Mode of access: http://www.cossa.ru/234/53971/Lebedeva A.Dovgan’ S., research supervisorNational Mining UniversityMODERN MARKETING: PERSONALIZATIONKey words: personalization, marketing campaign, target audience.Modern marketing is moving from globalization to personalization. Marketingstrategies are becoming more localized and individualized as consumers activelyresist universalization of society. Personalized marketing helps to explore the needsof a particular customer, to refer to him in view of what will be of interest andpositive reactions, and sell him, so that he will buy with a high probability.A striking example of personalized marketing is the Coca-Cola campaign. From2011 to 2014 Coca-Cola Company conducted a marketing campaign "Share a Coke"with "registered" and personalized cans and bottles for 80 international markets.The campaign's success justified with clearly defined target audience andoperating habits of the audience. Share a Coke was aimed at teenagers andmillennium children for whom the communication in social networking sites – is theabsolute norm. The unifying regularity in many markets and decisive campaignsuccess factor was that people used the personalization not only to gratify vanity, butalso to express the love to close people.Judging by the indicator of company's sales, the appeal to the customers byname, and a call to share with someone Coca-Cola have revived interest to  the drinkand helped to lift sales in US dollars by 2.5% during the summer period. The volumeof sold drinks increased during the same period by 0.4% after 11 years of steadydecline.Personalization – is not just a customer preference in communion with him.Personalization – is the establishment of a contact on a more emotional level, therejection of roles, "the seller – the buyer" in favor of a more personal relationshiporder.References:1. Real personalization: the example of Coca-Cola: [Electronic resource]//October 30, 2014.- Mode of access: http://crossss.ru/realnaya-personalizatsiya-primer-ot-coca-cola/

GAMIFICATION AS A WAY TO CUSTOMER RETENTION

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GAMIFICATION AS A WAY TO CUSTOMER RETENTION

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