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MKT 500 Milestone Milestone 6
MKT 500 Milestone Milestone 6
Jennifer Brown
06 October 2019
Marketing Strategy, Promotion 2
Front Break Light Company has developed a marketing plan that reinforces our brand
messaging, it is also consistent and persuasive. This marketing method is called, Integrated
Marketing Communications (Taylor, 2019). Promotions refer to the entire set of activities that
communicate the product to the consumer. Promotions are important because you can have a
great product, at a great price, but if no one knows about it, then your efforts are redundant
(Glover, 2019). The objective is to let the world know that our product exists and then to
motivate them to buy it. In order to be strategic, Front Break Light Company has decided to use a
combination of three promotion avenues which are, direct marketing (Facebook, Google+), point
Front Break Light Company’s primary objective is to attract new customers, increase
sales, and to raise awareness about our product. Because Front Break Light Company is working
with a limited advertising budget, our scope of initiative will be restricted to these three goals for
the next 24 months. In regard to direct marketing, FBC will use websites such as Facebook and
Google+ to promote our product in a more relaxed environment. We will use, short video ads
that demonstrate our product preventing a car accident or preventing a pedestrian from getting
stuck by a vehicle. The objective is to not come across as “trying to sell” something. But instead,
to come across as an organization who is in touch with people on a more personal level. If these
social media efforts strengthen the bond between FBC and the consumer, then it should
ultimately present a more appealing and familiar image of the company through the eyes of the
Front Break Light Company’s 2nd promotion approach is point-of-sale promotions. With
this method, we are promoting Front Break Light in stores such as Discount Auto Parts and
Marketing Strategy, Promotion 3
Advanced Auto Parts. We want the product to be displayed at the check-out counter and we want
to motivate our prospects to make an impulse buy (out of convenience). We will also ensure that
the disposable displays are covered with product branding. Our non-disposable displays will
likely include some type of lighting that will draw attention to the product (Washington, 2008).
Front Break Light Company’s final promotional strategy will be the most cost-effective of all,
public relations. FBC intends to keep all press relations in a positive light, we also intend to
sponsor various efforts to publicize the safety features of Front Break Light. And finally, we will
rely heavily on internal feedback to change any negative perceptions that the public may have.
Front Break Light Company has an advertising goal to reach $100,000 in sales. Because
the advertising goal is to set aside 5% of our projected sales, FBC is working with a $5k
unlikely that we will have to spend more. The first step of FBC’s promotional plan is testing, for
example, we would want to test a POS promotional strategy in (1) large Discount Auto Parts
market before we launch the products into all other markets. The 2nd step in our proposed
promotion plan is to build response strategies. For example, if a consumer responds to two or
more of our direct marketing campaigns, we will send a personalized direct mail follow-up . For
direct mail campaigns, the CPM (Cost per thousand ‘mille’) is broken down as follows: a
Finally, Front Break Light Company will create an annual promotion calendar in an effort
to maximize the impact of our advertising dollars throughout the year. Because our product is
associated with the automotive industry and is considered an everyday product, our target market
encompasses a large part of the population. To be specific, our target market is American’s with
Marketing Strategy, Promotion 4
registered vehicles and an annual household income of $50,000 or more. In regard to customer
(3) people work in our sales and marketing team making $2500 per/month a piece.
FBC spent $1000 on marketing s/w last month. There were no further customer
acquisition costs.
FBC has determined that our average cost per customer is $135 and our payback period is
2 months.
executed, tracked and measured, we expect to generate a successful business. We intend to put
our marketing process on a continuous cycle so that it never ends and ultimately leads to our
products success.
Marketing Strategy, Promotion 5
References
Berry, T., & Wilson, D. (2005). On target : the book on marketing plans : how to develop and
Faulkner, L. (2018). Advertising Budget. Retrieved October 6, 2019, from Inc.com website:
https://www.inc.com/encyclopedia/advertisingbudget.html
Economic Times. Retrieved October 6, 2019, from The Economic Times website:
https://economictimes.indiatimes.com/definition/promotions
Washington, V. (2008). Top Ten Promotional Strategies. Retrieved October 6, 2019, from
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