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Sinisa Zaric - Introduction To Promotion and Advertising Strategy For en
Sinisa Zaric - Introduction To Promotion and Advertising Strategy For en
Sinisa Zaric - Introduction To Promotion and Advertising Strategy For en
Promotion is one of the key elements of the marketing mix, and deals with any one or twoway communication that takes place with the consumer. This article concentrates is a high level introduction to developing a promotional strategy for your business focusing on advertising and other 'pull' tactics.
!" Segmentation
Dividing potential customers into discrete groups is vital if you want to increase the success rate of any communications message. &f you don't know who you are talking to, it's unlikely you will get much of a response. 'ho are the potential customers( )ow many sub-groups should you divide them into( )ow do these groups differ( )opefully, most of this information will be readily available from your market research. *nce you have an idea of the customer, you should further drill down to explore them in more detail. 'hat are their media consumption habits( 'hat are their expectations and aspirations( 'hat are their priorities( )ow much disposable income do they have( 'hat are their buying habits( +re they likely to have children( )ow many holidays to they take a year( )ow much money do they give to charity( )ow can you help them( This information can be obtained in a variety of ways, from commissioning a specialist market research agency, to examining sales patterns or social media interactions. ,ommonly used market research methods include!
.uestionnaires Desk research 'ebsite statistics, especially social media /ocus groups /ace-to-face interviews -pecialist market research companies
*nce you have built up an accurate picture of your customer, it's time to get their attention0
#" Targeting
/or the purposes of advertising, targeting is the process of communicating with the right segment1s2 and ensuring the best possible response rate. The methods you use to target your audience must relate to your marketing plan ob3ectives - are you trying to generate awareness of a new product, or attract business away from a competitor(
5ail order catalogues 4ulk mail Personalised letters <mail Telemarketing Point of sale displays Packaging design
,ompany websites -ocial media applications such as /acebook or Twitter 4logging 5obile phone promotions using technology such as bluetooth =ouTube <-commerce
Ens)ring o)r message re&le(ts t$e stages o& t$e p)r($asing &)nnel
*nce you have made the audience aware of your brand, work doesn't stop there. The customer needs to be guided through the purchasing process. This means identifying the key stages in the customer 3ourney and ensuring communications messages are personalised and relevant.
/" Positioning
Positioning is the process of developing an image for your company or product. This can be achieved partially through branding, but it's important to realise that all elements of the marketing mix combine to provide the full picture. =ou must ensure that all areas of your business live up to expectations in order to successfully position yourself in the way you hope. Positioning also considers the competition, and you need to explain why you are uni ue in the marketplace and better than the other products on the shelf.
Corporate i%entit
@
+ corporate identity is a useful tool to ensure that your branding is used in a consistent way throughout the company. This detailed document runs through almost every conceivable customer touch point and provides guidance on the presentation and style which should be used. This could include use of logos, colours, tag lines, uniform and the type of coffee to serve guests. + ,& guide is particularly useful if any creative work it outsourced to agencies or freelancers or if you have many offices worldwide. The most powerful brands can be identified by many elements of their communications material, not 3ust a by their logo or slogan and this is due to successful implementation of a recognisable corporate identity. 9ecognition is a key part of any purchase decision so a corporate identity should for a core element of your advertising strategy.
Final .or%s
+lmost every business in the world will deal in advertising at some point, whether it is a listing in the =ellow Pages, or a billboard in Times - uare. 'hatever you're planning, the strategic thinking behind all advertising is essentially the same # get to know your audience, target them efficiently and position your brand in the way that will benefit your business.