Design a Promotional Campaign for a Given Product Service Essay Example
Design a Promotional Campaign for a Given Product Service Essay Example

Design a Promotional Campaign for a Given Product Service Essay Example

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  • Pages: 11 (2983 words)
  • Published: January 19, 2018
  • Type: Research Paper
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The company has established SMART objectives (specific, measurable, achievable, realistic, and time scale) to track its progress. Pop Boutique aims to expand its business nationwide by the end of 2013 and enhance brand awareness in the UK. They have allocated a marketing budget of ?500,000 for an 8-week period towards achieving this objective. Consequently, their primary aim is to identify the most appropriate advertising method for the company.

To promote pop boutiques and achieve a 25% increase in sales, various forms of media like TV adverts, newspapers, billboards, and radio can be utilized. Staying within budget is crucial while planning these campaigns. The primary objective is to raise awareness about the product through the appropriate choice of media. Apart from the desired sales growth, any other intended outcomes of the campaign should also be listed.

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Increase Awareness

In order for Pop boutique to thrive in the business environment, it is crucial for them to enhance brand awareness. By executing this campaign, Pop boutique will also enhance public awareness of their business. Their objective is to capture the attention of consumers regarding their unique products. This result will aid in building public relations and increasing sales by promoting various methods to raise product awareness.

The main goal of the Pop boutique business is to increase sales and make more profit in order to expand nationally. To achieve this, they aim to increase market share by creating repetition and awareness of their products, which will result in a positive perception among the public and make people more likely to use Pop Boutique's products. By attracting more customers, the company can successfully increase their market shares.

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Increase Profit

Through advertisement and campaign, the Pop boutique will become more widely recognized by the public. As a result, more people will choose to shop there and recommend Pop boutique to their friends and family. This increased customer base will lead to higher profits for the boutique. The Pop Boutique strives to build a good reputation with its customers, encouraging them to continue purchasing their products regularly and spreading the word about the boutique's unique offerings.

Target Audience

Segmentation is used to identify the target market, which can be based on various factors such as gender, age, hobbies, house type, and occupation. Pop Boutique is a costly company and primarily focuses on individuals with disposable income, as their products are priced at a higher range.

Pop Boutique's target audience includes people aged 16 to 40 who are fans of vintage clothes and aspire to emulate celebrities in their fashion choices. This demographic comprises both teenagers who have a preference for expensive, unique, and fashionable attire as well as older individuals who have established brand loyalty towards Pop Boutique. Additionally, targeting celebrities is advantageous as they also have a penchant for vintage, funky, and colorful apparel and possess the financial means to readily acquire such products.

Specific Tactics

What are the specific marketing activities or tactics for the campaign and how will you execute each tactic? To grab consumers' attention, I will use billboards and magazines to showcase the vintage design. This is an effective strategy as people can see the design clearly. I will utilize various methods to advertise and ensure that the company's logo and ad colors, mainly orange, match

to further capture attention.

Using graphics and images can be advantageous in conveying the company's message and showcasing the website's image. This can make visiting the stores and website more appealing to people and ensure they are attracted to the products.

In my view, direct mail is the most efficient way to grab people's attention. It enables me to easily showcase images of new and designer products, along with exclusive offers, encouraging individuals to make purchases. To enhance its allure, I intend to include enticing clothing discounts that compete with rival prices. Furthermore, I will inform recipients about the newest collection of seasonal garments from different designers within our company.

Aspiration: My goal is to create more demand for my clothing by advertising on various websites such as Backbone and Twitter. This is of utmost importance for my business as these social networking sites are widely used by teenagers and other people for social interactions. Utilizing these free platforms can greatly assist Pop boutique in selling its products. By posting images of new clothes and obtaining customer feedback, I can easily determine what they prefer or don't prefer. This goal is easily attainable.

Desire: Pop Boutique is an exceptional business, and I think using the radio method is effective as it allows for a more detailed explanation of the company within a 30-second timeframe. This approach can be achieved by providing additional information about the company and its products. Pop Boutique has a lively, funky, and colorful vibe with a touch of nostalgia. Their products are distinct, modern, and highly admired by celebrities.

To implement this approach, I will make contact information easily accessible

through various media channels. This includes displaying our website address on billboards, direct mail, radio, magazines, TV, and newspapers. Moreover, I will inform customers about the physical store's location for those who prefer in-person visits. By providing contact details, customers can choose to make purchases either online or at our store.

Individuals who are unable to visit the company's physical shops in various cities can still purchase items from their website at http://www.pop-boutique.com/. The purchased items will be delivered directly to their doorstep. The campaign requires a variety of materials and components including printed materials, email designs, copywriting, and design work. The estimated cost for these materials is as follows: ˆ160 for printing and distributing 20,000 brochures to retail shops. Additionally, an advertisement costing ˆ39,011 (ˆ573 x 7 days) will be placed on the front page of The Guardian newspaper for one day. Furthermore, billboards near roundabouts and traffic lights will also be utilized for advertising purposes.

A Standard Billboard, also known as a 48 sheet, measures 10 feet by 20 feet. The cost for this type of billboard starts from around IEEE per week with a minimum booking of 2 weeks. I am interested in using billboards for advertising near roundabouts and traffic lights for a duration of two weeks. We have four different stores across the United Kingdom, and each area will have its own set of billboards. The cost for one week of billboard advertising is IEEE. However, I will be using billboards for two weeks, resulting in a total cost of IEEE x 2, which equals EYE,OOH. Additionally, we are also considering other advertising options such as radio airtime in London

with 6 x 30" commercials per day at the cost of IEEE per commercial.

For 18 days, the cost of OOH is E982. For 7 days, the cost of a 30-second TV advertisement during Soaps at 19:30, 3 times a day, is E54822. The cost of direct mail once every week is E18274. The total cost of OOH and direct mail is E383,754. The references and research for the quotations are attached behind the assignment.

Key Messaging

This campaign focuses on highlighting the unique and vibrant features of Pop Boutique, a retro clothing company. They specialize in designing clothes using recycled fabrics and have become popular among celebrities. Pop Boutique is renowned for their fashionable and comfortable style, as well as their use of high-quality fabrics.

The main goal of this campaign is to attract customers and make them aware of the website, ultimately persuading them to visit and explore other products. The desired buyer response is for customers to feel a sense of value for money and freedom to choose their preferred product from Pop Boutique's online selection.

The aim of the campaign's billboards and TV ads is to generate awareness about the offerings at Pop Boutique. The goal is for individuals who experience this campaign to recommend Pop Boutique to others, thus spreading the message further and increasing its popularity. A primary objective is to motivate viewers to make purchases from Pop Boutique, leading to higher sales and profitability for the company. This increase in profit will enable them to expand their presence by opening additional stores in the UK. Ultimately, the desired outcome after encountering this campaign is for potential customers

to engage with Pop Boutique through making a purchase.

The objective is to promote frequent website visits, increase product awareness, and generate positive word-of-mouth after visiting. Customers can connect with us on Twitter and Backbone. Our aim is for customers to make repeat purchases, become regular users, and recommend the Pop boutique product to their family and friends. Furthermore, we want consumers to continue shopping from both our stores and website. We must establish a timeline for completing necessary action steps like distributing broaches to retail shops.

I need to print brochures with a good design. The advertising for the Guardian Newspaper will be for 7 days in Week 1 and will continue weekly on different days until Week 6. In the 6th week, there will be two advertisements. Additionally, I plan to advertise on Radio London during the Business Special with 6 x 30" commercials per day for a total of 18 days. The billboards will be displayed from 13th/03/13 to 27th/03/13 for a duration of two weeks. The TV ads will air three times a day during soap times at 19:30. In the first week, ads will run on Monday and Wednesday; in the second week, they will run on Monday, Tuesday, and Thursday; and in the fourth week, they will run on Wednesday and Friday. The dates for these TV ads are 25th,27th February 2013, 7th March, and20th March. To calculate costs for this campaign budget, determine expenses for chosen tactics as a percentage of your overall marketing budget. Your budget for this campaign should equal that percentage of your overall marketing budget. Justify your selection by considering the chosen tactics.

Selection of content: communication of promotional message, e. G. Eaters, performance, benefits, quality, reliability

  • Developing a promotion plan: choosing promotion mix; timing; frequency; cost; using promotion plan; media mix; use of internet The Pop boutique is retail organization and they are aiming to expand the business nationally therefore I have to set the image and contest of the campaign in the way hat can help to pass the message to the audience through campaign.
  • The primary goal of the business and campaign is to inform consumers that Pop Boutique is a distinctive company that produces lively, funky, colorful, and retro products.

    Our main message is the utilization of recycled fabrics in our comfortable products. Our stylish and trendy items are highly popular among celebrities and cater to individuals aged 16 to 40. The younger demographic, particularly teenagers and women, often prefer vibrant and unique clothing styles, which constitute a significant portion of our target market. While we offer products for both genders, we have a diverse selection specifically tailored for women. To encourage customers to buy our merchandise, we employ six distinct types of media as part of this campaign.

    The purpose of utilizing various forms of media is to raise brand awareness globally. By selecting a range of media options, we can capture the attention of consumers and work towards achieving the company's goals. It is important to choose different mediums in order to reach specific target audiences and increase awareness. Our primary objective is to engage more customers, thus our messaging will be concise and visually stimulating with the use of graphics, pictures, and color. This approach aims

    to captivate individuals and generate interest in the advertising campaign.

    The primary message we aim to communicate is that Pop Boutique provides one-of-a-kind and stylish merchandise. We will also highlight the summer collection, exclusive deals, and markdowns on select items. Through diverse types of published media such as newspapers, TV, and direct mail, we will incorporate visuals and pricing details of seasonal products to give individuals an understanding of the prices. On billboards, our focus will be on sharing contact information for Pop Boutique. Furthermore, in published media like newspapers, magazines, and billboards, we will include our website address to facilitate people's ability to locate us.

    The ideal platform to promote the campaign is The Guardian Newspaper, a national paper. Its readers are financially capable of affording Pop Boutique products and more likely to make a purchase. To maximize exposure, I have chosen to advertise once every week for 6 weeks, with an exception in the final week where there will be two advertisements. This campaign has the potential to run for an extended period.

    Advertising on Sundays is highly effective as it allows us to reach a large audience since many people have their day off and stay at home, giving them the opportunity to read the newspaper. However, we are also considering advertising on different days. For instance, one week we may advertise in the Saturday paper, while in the following week we may target the Thursday paper. This approach enables us to connect with a diverse range of individuals. Our strategy revolves around capturing customers' attention by offering exclusive deals, such as a 20% discount on their next purchase when they spend

    EYE.

    We will offer a promotional code in the newspaper for customers to receive a discount when shopping online by entering the code on our website. We anticipate selling 20,000 items as a result of the newspaper ads, which could potentially generate a considerable number of IEEE,OOH sales. Additionally, I have opted for Radio London advertising to increase brand awareness and familiarity among consumers. This seemed like the most effective approach because London is a major capital city and tourist destination, making it an ideal platform for informing people about Pop Boutique and encouraging them to shop with us.

    The radio campaign will last for 3 weeks, with the ad being played 6 times a day. This ensures a broad reach of our message. We opted to have the ad run for 30 seconds during these 6 occurrences because people lead busy lives, increasing the likelihood of encountering the ad at least once within them. The selected time slots for airing the ad are 7 o'clock in the morning, 12 pm, half past pm, 5 pm, and 7:30 in the evening. These specific hours were chosen based on research indicating that they coincide with when most radio listeners tune in.

    Pop Boutique, a renowned business known for its fashionable and comfortable dresses for celebrities, will be promoting their products through a radio message. Currently, they are offering fantastic deals on new vintage clothing that can be found on their website at www.boutique.co.uk. Moreover, Pop Boutique has plans to expand its presence by opening more stores across the UK, making it convenient for customers to visit. The goal is to attract at least 20,000 customers who

    not only make purchases but also recommend the boutique. Ultimately, Pop Boutique aims to establish itself as one of the leading providers of vintage clothing.

    When creating a campaign and aiming to engage with customers, billboards are a great choice. They have a wide reach, as they are seen by many people across the country. To capture people's attention, I have decided to advertise on billboards for a full 2 weeks in all 4 cities in the UK where Pop boutique has stores. The billboards will feature graphics, pictures, the company logo, and the web address. This will help explain the company's goals, showcase store locations, and provide contact details.

    Around 100 billboards will be utilized in the UK, mainly placed near traffic lights, motorways, and roundabouts. Furthermore, direct mail and brochures are another effective means of promoting the business and enticing additional customers. This involves sending information about our latest product to our current customer base. Additionally, we aim to tap into a new market by sending emails to families, informing them about special offers on vintage clothing.

    The direct mail will be sent out once a week, promoting the new summer collection and providing a web address for customers to visit. It will also include a promotional code that offers a 5% discount on purchases over EYE. While direct mail is often not widely read, our main focus will be on offering a 20% discount on most products, with an additional 5% off to incentivize people to read the mail. Broaches will also be provided to retail shops, allowing customers to take them and visit the stores to make their clothing purchases.

    The

    AY has five sides and includes graphics and images. In order to become well-known in the I-J and expand our business nationwide, the company has decided to launch a TV ad campaign, despite its high cost. The chosen TV channel targets a larger audience, particularly those who watch soaps. Through the TV ad, we aim to inform viewers about special offers, new collections, and a promotional code that offers discounts on the majority of our products.

    Our primary goal is to attract customers to visit either the physical store or the website of Pop Boutique and purchase their products. This will enable the company to generate profit, which is crucial for future plans of opening additional stores in the UK. The chosen approach aims to fulfill this objective by providing information about the new summer collection, promotional offers, and raising awareness of the business and brand in the UK market. By achieving these objectives, the company can significantly increase its customer base and market shares, thereby facilitating national business expansion.

    Additionally, the promotional code scheme enables the company to track which advertising methods attract customers to the website. When customers make purchases on the website, they will be prompted to provide details about how they were referred to the site. The promotional code will then be automatically collected to identify which advertising method has been most effective in supporting the goals of the Pop boutique business. This information is highly valuable for the company as it assists in determining the most effective media for future advertising endeavors.

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