We can see that this organisation (Gillette) uses public relations in this particular campaign because it sponsors 3 outstanding sports characters to advertise their product. They pay these iconic individuals millions of pounds for people to see them using their product to make people purchase this product and in turn increase their sales. These kinds of commercial campaigns can influence people massively. Gillette has deliberately chosen these sportsmen to influence customers because when people see such influential people they are going to immediately want to purchase one of these products.
Sales Promotion
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.
In this particular campaign, there isn't much sales promotion that take place, however, having said that, they do have special offers which include 'buy 1 get 1 free'. These kinds of special offers give even more of an incentive for customers to buy this product.
Personal Selling
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
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.
Gillette collects information on customers and uses this information to build up their own 'in-house' database. From this database, they can find out and extract specific information that they want to know about their customers. Although this can be time-consuming, the information gathered will be accurate and relevant to the organisation, and can be relatively easily kept up to date. Gillette also uses what is known as 'Internet Marketing'. This is the marketing of products and services over the internet and Gillette uses internet marketing to sell their products online, promoting their products and even have customer services through the internet.
All of these factors are helping this organisation to boost its sales, increase its recognition and popularity and ultimately increase its market share.
What are the Promotional Objectives of this campaign?
Promotional Objectives are set by the Marketing Department of the organisation. If achieved, these objectives can have a massive affect on organisation and can help the organisation to achieve their overall main objectives. There are 3 main promotional objectives that can be identified in this campaign, these are:
To build awareness – because this product is relatively new in the market, this means initial promotional efforts must focus on establishing an identity. In this situation, the organisation must focus promotion on 2 things; effectively reaching customers and tell the market who they are and what they have to offer. Gillette does both of these promotions in this campaign. They sponsor 3 recognisable characters to attract and reach out to their customers. Gillette is already a well-known organisation in the shaving razor market so people are aware of who they are and what they have to offer.
Create interest – customers must first recognize they have a need before they actively start to consider a purchase. This organisation focuses on creating messages that convince customers that a need to purchase this product exists. They cleverly do this with promotional appeals targeted at basic human characteristics. In this campaign, we can see that this organisation aims to target men by appealing them with 3 famous sports characters. When men observe this campaign being advertised with these famous individuals, it will influence them to go and purchase this product.
Stimulate demand – the right promotion can drive customers to make a purchase. In the case of products that a customer has not previously purchased or has not purchased in a long time, the promotional efforts that this organisation uses may be directed at getting the customer to try this product. For products with an established customer-base, promotion can encourage customers to increase their purchasing by providing a reason to purchase products sooner or purchase in greater quantities than they normally do. In this campaign, we can see that there are special offers on this product. It offers customers with a 'buy one get one free' which gives customers more of an incentive and at the same time stimulates demand to purchase this product.
Barriers to this campaign
There are not many barriers attached to this campaign, however one obvious barrier is the 'Age barrier'. This campaign is mainly aimed at middle-aged men or growing males who reach an age where they develop facial hair therefore, this product would not appeal to young children who have not fully developed and reached the age of puberty.
How does this Campaign use AIDA?
AIDA is an acronym used in marketing that describes a common list of events that are very often undergone when a person is selling a product or service. This campaign complies with AIDA and is described below.
Attention – we can see that this campaign certainly attracts a customer’s eyes because it shows 3 world-class athletes at their best. In the TV advert, it includes music and flashing images and scenery which also helps in attracting a customer’s eyes to see this advert and in turn purchase this product.
Interest – this campaign raisers customer interest by demonstrating the product’s features, advantages and benefits. This can be proven because in the TV advert of this campaign, there are 3 different scenes which each shows the 3 different sportsmen using this product themselves and therefore, by doing this, this campaign reveals to customers the features of this product and also the shaving advantages and benefits of the product.
Desire – this campaign has been ingeniously advertised in way as to convince customers that they want and desire this product and that it will satisfy their needs. It does this by outlining the main features of this product which include a battery operated razor with 5 razor blades for extra shaving comfort and an additional blade for trimming.
Action – this campaign encourages customers take action because of the effective way this product has been advertised and the features and advantages of this product. These factors will influence the customer’s decision and may lead to a purchase of this product.
My second organisation that I will be discussing about their campaign will be Lynx. Their commercial campaign that I will be discussing about will be Lynx Chocolate. I will discuss the promotional mix of this campaign.
This commercial campaign is about a young man who sprays himself with ‘Lynx Dark Temptation’ and is turned into a chocolate man; out and about the man is popular with the women as he crushes his nose to make chocolate sprinkles for two women's ice cream, next he is in a cinema getting passionately licked by two women, then cheers up a friend in hospital. The man is next travelling on a bus when a young woman takes a bite out of his bum, however as he stops on his way home his arm is taken by a woman in a passing car as he stops to wave at the women in the gym.
Advertising
This campaign can be seen predominantly on TV but is also advertised on billboards and on the internet. The main obvious type of adverting that this organisation uses (Lynx) is TV advertising which again like the above campaign will reach out to a huge number people. Internet advertising will also help to advertise this product as again it will reach out to a large amount of people.
Direct Marketing
Just as in the first campaign that I have discussed above, this campaign also uses Internet Marketing. Lynx use the internet the internet advertise and sell not only this particular product but also other products. They also have customer services via the internet in which customers can email etc the organisation if they are unhappy with the services they are receiving or just simply for any assistance or support.
What are the Promotional Objectives of this campaign?
There are 2 main promotional objectives that can be identified in this campaign, these are:
To build awareness – this product is also fairly new to the market and therefore this organisation needs to build up awareness of this product. Just like in the first campaign, Lynx focuses its work on effectively reaching its customers and letting the market know of who they are and what they do. Lynx manages to reach out to its customers because this product is advertised in a unique and attractive way that will reach out to men. Again Lynx is already a well-known organisation and people are aware of its good quality products and well recognized brand name.
To create interest – this campaign most definitely creates attention as attempts to shows that this product is almost as irresistible as chocolate and that women are attracted to it. This campaign is aimed at men at this specific product is men’s product.
How does this campaign use AIDA?
Attention – this campaign attracts attention because it shows a male spraying himself with this Lynx aftershave and then turns into a chocolate man. By doing this, it shows people that this product is almost as nice and as tempting as chocolate. This would certainly appeal to people because the vast majority of people enjoy eating chocolate and customers would be tempted to buy this product.
Interest – this campaign keeps customer interest by showing the advantages and features of this particular product. It shows that this product has a very nice and appealing aroma that when men use it, it will attract females because of the pleasant the aroma.
Desire – this product fulfils this factor because it attempts to convince people that it will satisfy their needs of looking and smelling nice. It does this by showing men that this product is so good; women will be interested in you.
Action – this campaign also encourages customers to by this product because of the effective way this product has been advertised in order to reach out to its customers.
