Preview

Promotional Strategy

Better Essays
Open Document
Open Document
1740 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Promotional Strategy
PROMOTIONAL STRATEGY

There are various ways to communicate with potential customers. Promotional strategy includes a mix of advertising, publicity, sales promotions, personal selling, and public relations. Each component of the promotional mix plays a role in your effort to have potential customers learn about your business and buy your goods or services. Your promotional strategy must address the who, what, when, where, and how much money to spend.

The "Who" of Your Promotional Strategy

No business can be all things to all people, and no business has an unlimited amount of money to spend on its promotions. You will need to be sure you direct your effort and money to your target market.

The better you can identify who is in your target market, where they live, what magazines and newspapers they read, what television stations they watch, and what radio stations they listen to, the higher the probability that you will be able to get their attention and influence their behavior. If you can identify your target market's demographics, then you can check the listenership, viewership, and readership profiles for various media, including local radio stations, newspapers, magazines, and television stations. For example, if you are opening a clothing store and the primary target market is teenage girls, then you should review the rating of radio listenership in your geographic area. Most radio stations have a copy of the ratings. You will be able to determine which radio station has the highest listenership in that age category. The A. C. Nielsen rating service does the same for television viewership.

The "What" of Your Promotional Strategy

The "what" involves determining the message you should communicate to your target market. Your promotional strategy is intended to take people who may have varying degrees of interest in your type of goods and services and get them to become your customers. You will need to know who they are, who they are currently

You May Also Find These Documents Helpful

  • Good Essays

    Mark2051 Notes

    • 4723 Words
    • 19 Pages

    What is marketing strategy? The process of matching the organisation’s strengths to the customer needs, with the aim of achieving a competitive advantage in the market. The combination of product, price, distribution and promotion most suited to a particular group of consumers. • Goal: the create a sustainable competitive advantage in the market • All the elements of the marketing strategy that lead to the development of the competitive advantage require good understanding of consumer behaviour Marketing strategy process: • 1. Segment: understand consumers a. Determine the dimensions (age, geography, subculture) b. Determine the heterogeneity c. Define the needs & goals 2. Target: choose consumers a. Evaluate each segment in relation to organisational strengths and weaknesses b. Choose the segment with the highest potential for strategic match (organisation strength – customer needs) 3. Position: offer utility differentiate prevent copy a. Designing the company’s offering and image so they occupy a meaningful and distinct competitive position in the target customer’s minds Marketing Levers…

    • 4723 Words
    • 19 Pages
    Good Essays
  • Satisfactory Essays

    Review of the different methods of promotion looking at the advantages and disadvantages of each with an overall suggestion of the best ones for your chosen business…

    • 350 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Tactics and Implementation – For each strategy, describe your marketing campaign components and costs. Explain how they relate to your targeted audiences.…

    • 1677 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    4Ps. Marketing Mix

    • 706 Words
    • 3 Pages

    The target group needs to be made aware of the existence and availability of the product through promotion. Successful promotion helps a firm to spread costs over a larger output.…

    • 706 Words
    • 3 Pages
    Good Essays
  • Good Essays

    | Plan the integrated of promotional techniques into the promotional techniques.Using critical reflection, evaluate the recommended promotional techniques.…

    • 12320 Words
    • 50 Pages
    Good Essays
  • Good Essays

    Jet Blue Marketing Mix

    • 734 Words
    • 3 Pages

    When a business aims to be as successful as possible in selling its products and services, it must examine in detail whether or not the products will be attractive and necessary; if the price is optimal; if the product is being distributed in the best locations; and finally, how interest and awareness can be created for the products. In order for a business to target all of these elements at the right people at the right time, it must employ the right type of marketing mix: Product, Price, Place and Promotion.…

    • 734 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Aqualisa Quartz

    • 2278 Words
    • 9 Pages

    the marketing strategy and how a company is positioned – what are the target customers and…

    • 2278 Words
    • 9 Pages
    Powerful Essays
  • Best Essays

    Apple - Marketing Strategy

    • 2594 Words
    • 11 Pages

    There are various definitions for marketing strategies. Kotler (1984) defines ‘marketing strategy as a marketing logic by which a business unit achieves its marketing objectives’. Marketing strategy is also defined as a process by which an organization translates its business objective and business strategy into market activity (Fifield, 1998). Hence, marketing strategy is a way by which an organization goes by the process of marketing and promoting itself and its products or…

    • 2594 Words
    • 11 Pages
    Best Essays
  • Satisfactory Essays

    We use a mixture of in-depth (qualitative) research and surveys to find out what your target markets really need or desire; what their motivations are, what they are planning on doing, where they would go, where they are already going to get your type of product or service, what would get them to switch and more! This includes getting what you can say in your headlines and messaging that will get response.…

    • 733 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Marketing strategy is an organization's strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan. Marketing Mix cooperates greatly with the marketing strategy. “Marketing mix and four P’s is when marketing their products firms need to create a successful mix of: the right product, sold at the right price, in the right place and by using the most suitable promotion. To create the right marketing mix, businesses have to meet the following conditions: The product has to have the right features - for example, it must look good and work well. The price must be right. Consumer will need to buy in large numbers to produce a healthy profit. The goods must be in the right place at the right time. Making sure that the goods arrive when and where they are wanted is an important operation. The target group needs to be made aware of the existence and availability of the product through promotion. Successful promotion helps a firm to spread costs over a larger output”…

    • 1505 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    promotion proposal

    • 965 Words
    • 4 Pages

    YEAR 11: ENGLISH COMMUNICATION PROMOTIONS PROPOSAL FORTEENS PROMOTIONAL COMPANY "6" By KAREN TAYLEUR. NAME: ___________________________________________ TEACHER: _______________________________________ DATE: ____________________________________________ CONTENTS: Introduction . . . . . .…

    • 965 Words
    • 4 Pages
    Powerful Essays
  • Powerful Essays

    Promotional and advertising strategies are important tools for businesses to stay on top. A company has to work hard every day to remain competitive. Most of their tactics include peeking the interest of consumers to buy a specific brand which is called a promotional strategy (Boone & Kurtz, 2013, p. 391). Promotional strategies also are put together to control the mix of daily activities, which the business benefits with market increase (Boone &Kurtz, 2013, p. 391). Advertising is another piece of the marketing process. It plays a major part in getting the word out regarding the product or service…

    • 3620 Words
    • 10 Pages
    Powerful Essays
  • Better Essays

    Types of Sales Promotion

    • 1206 Words
    • 5 Pages

    Right... first of all it’s important to understand what sales promotion is. It can often be hard to launch a new product or service, especially in times of economic uncertainty or where there is plenty of compeition in the market place. That's why using a consumer sales promotion can be a useful technique when in comes to customer acquisition or as an incentive to increase sales. Sales Promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix). It is one of the seven aspects of the promotional mix..…

    • 1206 Words
    • 5 Pages
    Better Essays
  • Good Essays

    Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena.…

    • 1238 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Promotion is more than advertising. The location, size and nature of markets which the business strategy defines will guide promotion mix decisions and should indicate the content of promotional material as well. Pricing is a complex issue because it is related to cost, volume, tradeoffs etc. and because it is frequently used as a competitive weapon.…

    • 2487 Words
    • 10 Pages
    Powerful Essays