Sales promotion is the process of persuading a potential customer to buy the product. It can be part of the personal selling process. Sales promotion is a good way of attracting buyers' attention and provides enough incentive for an immediate purchase.
Personal Selling is the most effective form of promotion because it allows your approach to be tailored to the needs of an individual customer. For this particular campaign, personal selling is not really brought into play and does not apply for this organisation.
Direct marketing is an increasingly popular technique as it enables you to target specific customer groups very accurately. It is a flexible way to deliver a message and, because each letter can be personalised, the chances of a response are greatly improved. The overall success of a campaign can also be directly measured in terms of the number of responses received.
Corporate image defines the public awareness of the company itself. A successful corporate image makes the company a household name, and an ultimately successful Corporate image can actually convince the customer to substitute the products name for the company's name, for example, JCB, Thermos, Hoover, and Biro, all have experience of this. Not just big firms can benefit from corporate image, it can benefit firms of all sizes. Small local firms can adopt logos and symbols to enhance public awareness, which can be used in advertising, sign written firms vehicles and the firms stationery also local sponsorship schemes and charity events can raise awareness and goodwill of the community towards them. Logos may contain symbols to enhance the message the company wants to convey, for example "Barrett" have an oak tree in their logo, which conveys an image of strength, tradition and stability.
Exhibitions are the face-to-face confrontation, in the exhibitions, confidence, credibility and goodwill can be established by meeting potential customers face-to-face. Exhibitions are a more straight forward approach compared with the outdoors and magazine, However they are more costly and can only attract audience in a particular region.
Sponsorship is an important marketing tool for many organisations and is an important element of the promotional mix. Sponsorship involves the support of an event, activity, person, organisation or product by an unrelated organisation that may exchange money, services or goods in return for the association that the sponsorship provides. Sponsors choose events that attract their target market to enhance their brand reputation and awareness. A method of shaping brand identity, sponsorship can improve company image, raise company profile and generate awareness of company values. An integral part of marketing strategy, sponsorship is useable either as a single marketing activity or alongside other marketing tools such as advertising, public relations and promotion in order to leverage the sponsorship and increase the impact.
Product 1 – Sony-Ericsson T630
The Sony Ericsson T630 is a refined and streamlined version of the popular T610 mobile phone. The translucent keys and sleek design give it a cool retro impression which cannot be conveyed by photographs alone. A key disparity between the T610 and the T630 is the upgraded screen. The T630 is a sophisticated phone incorporating a built-in camera, Bluetooth wireless technology, a large full colour screen. It is distantly smaller than the T610, and its body build quality is better than the T610. The phone uses a TFT display which gives it crystal clear clarity and superb colour. The integrated camera can be activated in one click, with an incremental click to take a picture. Sony Ericsson's new Quick Share technology enables users to easily share pictures with their PC or other phones, using Bluetooth, email, MMS or cable. Overall, the T630 is a success, building on a solid podium and recuperating the characteristics that needed to be enhanced of the T610.
Features of the Sony Ericsson T630 include:
- Colour display
- Integrated Camera
- Bluetooth, infrared and cable connectivity
- Multimedia Messaging Service
- Downloadable 32-voice polyphonic & mono ringtones, plus ringtone editor
- Downloadable Java games
- WAP 2.0, email
- Speed dialling and voice dialling
- Predictive text
When initially launched into the phone market, Sony utilised pricing strategies in the form of psychological and skimming prices. The price of the phone at present time is arranged at ‘£179.99’ at all major superstores and on the internet. This form of pricing seems relentless at first sight but is a clever marketing tool for Sony and have taken advantage it as it manipulates clienteles minds in the sense that the addition of 99 at the end of £179.99 makes the price of the phone seem as though it is much cheaper than £180 but in authenticity, is only a mere penny less.
To promote the innovative T630, Sony employed public relations as this is a very economic form promoting as it accumulates large word-of-mouth and also creates a good perception in newspapers to consumers. Free promotional methods such as competitions were used as a foil to attract people to the phone’s launch, demonstration displays in phone shops were also used as means of creating the customers centre of attention because Sony knew that if consumers had a small taster of the phone through playing with concept models then it would make them start to relish the thought of buying the phone. Television, magazines, internet, national newspapers and billboards were used as well.
The T630 is available on purchase at most superstores within most urban towns. Large stores such as Argos, Index sell the phone. Other places of purchase include phone outlets such as T-Mobile, Orange, O2 etc. As well as these places in which the phone can be bought, the superhighway or otherwise known as the ‘internet’ is another source to buy the phone and may be more convenient for customers to purchase from as business to customer ordering is cheaper and the product gets delivered directly to their doorsteps.
My second organisation which I will be discussing about their campaign will be Gillette. Their commercial campaign that I will talk about will be Gillette Fusion Power. I will discuss the promotional mix used in this campaign.
This commercial campaign is about 3 of the world’s most recognized and outstanding athletes on the planet today. They each represent their own sports – Roger Federer (Tennis) Tiger Woods (Golf) and Thierry Henry (Football).
The product that is being advertised in this campaign is a shaving razor aimed specifically at men. This campaign comes in the form of 3 different types of advertising, these include TV adverts, billboards and the internet. It is trying to show that this razor brings the absolute best shaving performance for men. The main focus of this campaign is Performance. It shows the 3 best sports performers at the top of their game using this product. At the end of this campaign, it has a slogan saying ‘The Best a Man Can Get’ which means that this product is the ultimate product for men and brings total satisfaction.
Here's what a teacher thought of this essay
*** The writer starts off well but the essay just turns into a non applied list of the promotional mix. They then give us details of the marketing mix but this is not the same. The second product is given little consideration and the whole piece is not properly researched.