Personal selling; Selling through a team of sales representives. Personal selling is in many markets the major tool of personal selling. The aim is to inform customers about products, to demonstrate and ensure their effective play. Café Fresco doesn’t use a lot of personal selling, because it isn’t effective enough and it’s very expensive for a café to use personal selling. To only thing they can do is hand out flyers to attract customers.
Sales Promotion; Sales promotion is often aimed at the costumer or a trade buyer. Sales promotions targeted at the consumer are called consumer sales promotions and Sales promotions targeted at retailers and wholesale are called trade sales promotions. Sales promotion is often more aimed at a single product and not at an café, what café fresco can do is give some promotional discount on food for this week to attract customers.
Sponsorship; There are many sponsorships, but the most common is the sport sponsorship. It’s international and national, even regional and local. It’s a kind of promotion where they helps to fund an event or a group like in football. It isn’t always a financial form. It also can take a form of providing equipment, facilities or services. There is also a art sponsorship like a theatre, opera or even concerts. Besides these two sponsorships there’s also an education sponsorship, finance research projects and even media sponsorship. Café Fresco isn’t really able to use sponsorship as an café. They just used money from the bank to start the business, and because its aimed for business people they can’t have any promotional stuff on the wall etc. because that gives them on unprofessional look.
Publicity + Public Relations; It are two separated activities. Publicity is aimed at the media and public can be defined as the development and maintained of relationships. Publicity try’s to maintain information about an organization or their product. The aim for the news is to broadcast it without any charge. Café Fresco isn’t using publicity because it will cost them money to do so. A new café isn’t important as an accident. So they won’t get an easy publicity without paying for it. Public relations try’s to maintain the relationship between organizations and there public, like employees, local community, consumers etc. They try that through activities designed to create understanding and goodwill. Café Fresco isn’t using public relations. This is more aimed at big businesses and schools so that they can use open days etc.
The aims and objectives of Café Fresco.
Café Fresco
Aims;
Trying to attract more business people for breakfast and lunch. Try to appeal to a different market. Gain a good reputation, provide a good service of food and drinks.
Objectives;
The specific, measurable, achievable, realistic and time specific objectives are the following;
Specific – Attracting business people for the lunch and breakfast
Measurable – At least getting 20 people at the end of the week
Achievable – It’s going to be achievable because we are placed where all the big businesses are located and we are handing out folders at the businesses
Realistic – We are trying to achieve it with flyers and posters around the city to attract the people
Timed – We aim to achieve the objective within 2 months because the promotion ends then
The role of promotion within the marketing mix is critical to the success or failure of products coming on to the market. A business total marketing communications programme is called the promotional mix and consists of a blend of advertising, personal selling, sales promotion and public relations tool.
The promotion decision should be made in the context of other aspects of the marketing mix. The price and quality of a product relative to competition affects the nature of its promotional perspectives. Promotion will be different depending on what the marketers are trying to achieve such as greater sales volume or competitive advantage etc. So for Café Fresco it would be critical for their success to attract customers. If they don’t promote their business right, they don’t attract people and can’t achieve their objective. So it’s important that they use the promotional material in the right way.
The role of advertising agencies in the development of a successful promotional campaign is that they can provide services for a organisation. Like media planning, producing the advertisement etc. These services provide many ways of promoting the company. Agencies undertake many options to get the media attention, they use different media’s and different methods to get there client the best marketing campaign. The different media’s are used for different types of campaigns. This depends on the objectives. What an agency actually does is they provide a campaign with different types of options to get the best option out of it for the client.
1) Explanation of the choice of media
For the promotional campaign of Café Fresco we use the regional media to draw the attention of the café. For example we have articles in the newspapers, we use posters and we are giving flyers to people at all important places like the subway etc. Besides that we also gave flyers to big company’s so that they could look at it and hotels are also a big market to get attention of the business people. We’ve chosen for this kind of media because it’s not too expensive it’s reliable and you meet the people itself. So you know the target market itself.
2) An overview of the costs of this campaign
The costs for this campaign are coming out on about €3.000, - to €4.000, - euro. This is for the paper and production costs and the design for our folders, flyers and posters. The flyers are about 55 euro an hour and we worked on it for 48 hours. Then we have the folders that are also 55 euro’s an hour and we’ve worked for it about 60 hours in total. And the last one is the poster were we worked on for about 96 hours and its €110, - euro’s in total.
3) Explanation of the campaign tactics
What were going to attract are as much potential customers and to get a well known name in the region and a good reputation within the market. We are going to achieve that with much promoting for 2 months with flyers, folders and posters. We are handing this out in the subway and at the offices of the potential costumers. We are going to get a good reputation with our quality food and services. Our food is fresh imported from Italy.
Promotional plan
Outline the objectives in the campaign brief
The objectives of the campaign must be clearly established and it needs to be achieved in a certain period of time. Like the café that has the campaign that needs to be achieved in 2 months. Without this kind of information it will be impossible to know if an organisation has achieved his objectives.
Identify the target audience in the campaign brief
This is about who would hear the message of the organisation. In most cases it is the costumer, but it could also include the shareholders or employees. For the café it are the costumers. Target audiences are people who are grouped together by a factor.
Detail the promotional message in the creative brief
A marketing strategy developed by a business to promote a product or service. A promotional message can come in many forms, such as a television or magazine advertisement, or a slogan on a product package. Whatever form it takes, the promotional message is meant to get across a certain message about the good or service the company is promoting.
Establish a promotional budget or cost
The organisation should establish the finance before it considers the type of marketing activities.
Choose the promotion and media mix
In many markets promotion is the key to success. Marketers have at their disposal four major methods of promotion. Taken together these comprise the promotion mix. In this section a basic definition of each method is offered while in the next section a comparison of each method based on the characteristics of promotion is presented.
Schedule the frequency and timing of the promotion
A promotional campaign should not be one short period but as a continues activity. Messages should be repeated because the target audience could miss a message the first time it will appear. Personal selling and advertising can be used together. Running a campaign at the right time is important it has to be when costumers are available to purchase some kind of product etc.