Transcript Assigmnet general Improvements - School

PROMOTIONAL
STRATEGY – HOW
TO IMPROVE YOUR
WORK
TASK 1.1 PROMOTIONAL AIMS AND
OBJECTIVES
Generally you have written marketing objectives BUT need to explain more specific
promotional ones
How promotional activities must have clearly defined objectives, such as:
•
improving customer awareness and knowledge of a product
•
improving the image of the business
•
generating or increasing sales
•
improving customer loyalty to a product or business
•
altering customer perceptions of a product.
•
• http://www.knowthis.com/promotion-decisions/types-of-promotion-objectives
• https://www.boundless.com/marketing/textbooks/boundless-marketingtextbook/integrated-marketing-communications-12/selecting-the-promotion-mixfor-a-particular-product-84/promotional-objectives-419-4125/
• http://yourbusiness.azcentral.com/objectives-marketing-promotions-4328.html
Explain why each of them is important to Fodder.
1.2 Customer Segmentation
• This has been well done.
• Make sure all charts are copied and pasted
age; gender & socio-economic from your
marketing task.
• You could add something extra about the
people of Harrogate from
• https://www.harrogate.gov.uk/cpi/Documents
/Harrogate%20District%20Profile%202013.pdf
to show how big your target market is
1.3 Promotional Activities
• Many have described the methods you are going to
use.
• You should add many more advantages and
disadvantages of each method.
• Can you find any original statistics; charts or diagrams
to illustrate these e.g figures which show how popular
social media are or gender of who reads the Harrogate
Advertiser.
• In particular you need to explain how each method is
directed at your target market.
• Very few explained which aims each method helped to
achieve. Different promotions achieve different aims!
Methods of Promotion- Advertising
Social media
•
https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-using-social-media
•
http://wearesocial.com/uk/special-reports/digital-in-2016
Personal selling
•
http://www.tutor2u.net/business/reference/personal-selling-merchandising
Harrogate advertiser
•
http://www2.harrogatetoday.co.uk/tiles/ad.pdf
•
https://www.allbusiness.com/print-advertising-pros-and-cons-2590-1.html
Online
•
http://www.ons.gov.uk/businessindustryandtrade/itandinternetindustry/bulletins/internetusers/2015
•
http://www.knowonlineadvertising.com/facts-about-online-advertising/advantages-and-disadvantages-of-onlineadvertising/
•
https://www.nibusinessinfo.co.uk/content/advertising-internet-and-online-directories
Flyers
•
http://business-finance.blurtit.com/114352/what-are-the-advantages-and-disadvantages-of-flyers
Radio
•
http://www.radiocentre.org/about/industry-facts/
•
There are lots of facts and figures in the advertising section e.g http://www.radiocentre.org/advertising/radio-basics/whyuse-radio/seven-reasons-for-using-radio/
Posters/banners
•
http://www.yourarticlelibrary.com/advertising/poster-and-banners-advertising-benefits-advantages-anddisadvantages/22444/
E Newsletters
•
http://forum.digitalgully.com/7367/what-advantages-disadvantages-newsletters-email-marketing
Methods of Promotion
Sales Promotions
Sales promotions
• http://www.tutor2u.net/business/reference/marketingsales-promotion
Coupons
• http://www.blockbeta.com/blog/coupons-for-marketingpros-cons-and-tips
Free samples
• http://www.smallbusiness.co.uk/running-abusiness/finding-and-selling-to-customers/2453977/sevenbenefits-of-giving-out-free-samples.thtml
Competitions
• http://www.loquax.co.uk/promoters/types.htm
2. Resources
Human
• Which specific staff are required for your promotion e.g a chef & waiters
for party evenings
• They all need specilaist marketing and here is the job description of the
shared marketing manager with Pavilions
• http://yas.co.uk/uploads/files/Marketing_Manager_Aug_2015_26-0815.pdf
Physical
• Think of everything required – lots explain PCs needde but forgot things
like the food for their events or T shirts.
Finance
You should at least have a summary budget for all that’s required for your
campaign, with an explanation
Gant Chart of timings – most people haven’t done it. It should have an
explanation of the timings with it.
3.1 Design a Campaign
AIDA – some do not have an explanation of
what this means.
You were then supposed to use this to design
promotions e.g design a leaflet; newspaper
advert; write a radio script etc. Many don’t have
any!
You are supposed to take each promotion in
turn and explain how it uses AIDA. Each
promotion may use all or just some of them.
3.2 Conduct research
• Questionnaire generally well done
• Focus group – you were supposed to show the
adverts to the group to ask what they think about
them – what are strengths and weaknesses. Most
people have just asked more general questions. If
you haven’t done this properly you must do it
again! If you don’t you will not be able to
complete the last evaluation task properly, as
here you say whether your campaign succeeded
or not!