The second type of promotional activity Safeway do is the leaflets they deliver to peoples houses. This is again linked in with their special offer deals. The leaflet shows all the products that are on offer, with the cut down prices. This again is a big success for Safeway as it helps gain customers. This is a good method as people know exactly what products are on offer, and this attracts them to come to the supermarket.
Advertising through leaflets is a very cheap, but effective way. Leaflets are effective as they are very colourful, bright, bold and attractive to look at. Organisations do this on purpose, so customers look at the leaflet rather than throwing it in the bin. Leaflets are very cheap to produce than TV ads, this is because leaflets only target certain areas whereas TV ads reach a wider audience.
Another way Safeway attracts customers, is by the layout of the store. They put all their fruit and vegetables at the entrance of the store. This is because fresh fruit and vegetables are very bright and colourful, and by putting these at the front of the supermarket will attract people to come in. They also put their special offer products at the front of each aisle, at eye level to customers. This is because it catches the customers’ eye and makes the customer go to that aisle and look at the products.
Safeway have become a very well known and successful supermarket through their promotional activities.
Promoting a product or service
When you start a new business you need to tell customers of your existence through advertising and promotion. You then need to get people to try out your product, possibly by giving away free samples or by sending out special offers or invitation to view. Then you need to persuade customers to come back for more.
The promotion plan should show:
- Why you need to promote your product or service.
- What aspects of the product or service you are promoting.
- What the promotions are and why they are likely to be successful.
- How much the promotions will cost.
- How much profit the promotions will generate.
- Ways of evaluating the effectiveness of promotions.
There are many different ways of reaching different audiences, with technology opening up new forms of advertising such as the Internet. Advertising may take place through the following:
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Printed materials. These make up the largest group of media in the UK and include all newspapers and magazines.
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Broadcast media. These include both publicly owned and commercial television and radio.
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Outdoor media. Fixed posters, advertising on buses, taxis, underground trains and other forms of transport.
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Direct mail. This is personally addressed advertising sent through the post.