By providing personal selling in the promotional mix it helps businesses to remain competitive against its competition. Another way that personal selling is used is by developing the customer care in the business by gathering feedback off the customers to see what they can improve or add to the service they are providing. This might be by training up staff better so they know more about all the products or services that the company offers so they can help customers make a better purchase.
The next method that I’m going to look into in the promotional mix is ‘Advertising’. Advertising is used to promote a product or service; advertising can be done through celebrities. Such as the new Morrison’s advert staring Freddy Flintoff, by using a celebrity in the advert is persuades the customers to shop their as a celebrity is being seen doing so themselves so they want to follow the celebrity trend.
The next method that I’m going to look into in the promotional mix is ‘Sponsorships’. Companies use sponsorships as a way of advertising themselves to the public. An example of this is companies sponsoring the London 2012 Olympics such as McDonalds and Heineken.
The next method that I’m going to look into in the promotional mix is ‘Direct marketing’. Direct marketing is a direct marketing communication with the customer. An example of direct marketing can be;
- Direct mail.
- Mail orders.
- Tele-marketing.
- Door to door distribution.
The next method that I’m going to look into in the promotional mix is ‘Sales promotion’. Sales promotion refers to the techniques and methods used by a business to sell its products to either customers or other businesses. Its main purpose is to get customers to purchase the product that the company is trying to sell. An example of this could be by offering a 10% discount to the product or service if you buy a particular newspaper.
The first business I am going to look into is L’Oreal with the AIDA model. AIDA stands for; Attention, Interest, Desire and Action.
The way L’Oreal grabs the attention of its customers or its potential customers is by Sponsorships. L’Oreal has sponsored Fiat Yamaha in the MotoGP and as a result of this they are placing the L’Oreal logo on their bikes that they will be racing on, because this logo is on the bikes it will attract people that are watching the MotoGP and will stick that business in people’s minds so it will gain attention of the business a lot more. Another way that L’Oreal will grab the attention of its customers and potential customers is by using the corporate image. As L’Oreal is a well established hair product brand it will stick in people’s minds when they think of shampoo as they are a top leader in this target market.
The way L’Oreal gets the interest of its customers or its potential customers is by sales promotion. L’Oreal uses sales promotion on some of its products to get the customers attention of the product, this is sometimes used by using buy one get one free. L’Oreal mainly use sale promotion when a new product is launched so that the reputation of that product rises and customers become more aware of it, so as a result of this it gains the interest of the customers or potential customers.
The way L’Oreal gains the desire of its customers or its potential customers is by advertising. L’Oreal uses advertising to gain the desire of the customer for the products that they are trying to sell, such as the L’Oreal advert for men’s deodorant staring Eric Cantona, by seeing a celebrity using the product customers or potential customers instantly want it because it is being used by a celebrity and is deemed good to have.
The way L’Oreal gets the action off the customers is by direct marketing. L’Oreal uses direct marketing to customers by sending them newsletters telling them personally about products that suits them by seeing what products they have bought before in the past that relates to the products they are trying to sell. As customers receive this newsletter that relates to what they usually buy they take the action of making a purchase of a new product to test it out and see what it is like. Another way L’Oreal gets the action off customers is by personal selling. L’Oreal uses personal selling in the form of cross-selling for some of its products by selling products that relate to the product they have already purchased such as if a customer bought moisturiser then employee’s for L’Oreal would try and sell them post balm.
The communication model is used in advertising. The company encode the message which they are trying to get across to their current and potential customers in the television advertisements which the viewers will then decode the information in the way they perceive the message. The aim of this method is to persuade the customers to purchase the product in question.
The way that L’Oreal creates an appropriate mix is by splitting up the mix into different categories, these are;
- Short term and Long term goals – the short term goal is to get the funds to make the new products and bring the new product out to the market. The long term goal is to make the product well established.
- Target market and exposure to the media – the target market that L’Oreal are aiming for is both men and women between the ages of 16-65, they expose this to the media and aim their products to who they are aiming to, such as a girly magazine that targets teenagers.
- Type of market – the market that L’Oreal is in is cosmetics, skincare and head care.
- Changing market conditions – L’Oreal needs to take into account the recession so that they are bringing out products that customers can buy whilst money is an issue and spending has to be careful.
- Budget and timing – L’Oreal need to budget the products they are making so that the company doesn’t make a loss by too many being made, not only this but the time to make the products can’t be to long in case there is a huge demand for it.
The next business I am going to look into is Compare the Market with the AIDA model. AIDA stands for; Attention, Interest, Desire and Action.
The way that Compare the Market grabs the attention of its customers or its potential customers is by Sponsorships. Compare the Market has sponsored channel 4 drama and as a result of sponsoring channel 4 drama they have their advertisements placed before a number of television drama’s such as ER, Brothers and Sisters and Shameless, because this advertisement is on the channel 4 breaks it will attract people that are watching the television and will stick that business in people’s minds so it will gain attention of the business a lot more. Another way that Compare the market will grab the attention of its customers and potential customers is by using the corporate image. As Compare the Market is a well established comparing website brand it will stick in people’s minds when they think of finding cheap insurance from their advertisements compare the meerkat, as they are a top leader in this target market.
The way that Compare the Market gets the interest of its customers or its potential customers is by advertisements. This is done through people on the advertisement saying that they have saved ‘x’ amount of money by using the website and how quick and easy it is to use. This gets the interest of the customers or potential customers as they realise that by going on the website they can save more money by comparing different insurance companies all on one page.
The way that Compare the Market gains the desire of the customers or its potential customers is by advertisements. This is done by people knowing that by using this website you will only have to fill out your information once, and the rest will be done by the website. This gets the customer desired by only having to fill out information once instead of a lot of times on a number of different websites. Not only this but when on advertisements it tells you that on average people save around £200 this gets them wanting to go on it.
The way that Compare the Market gets the action of the customers or its potential customers is by people going on the webpage. Once there on the page and filled out their details and realise how cheap some of the insurance quotes are then they are more likely to make a purchase as it is so simple.
The way that Compare the Market creates an appropriate mix is by splitting up the mix into different categories, these are;
- Short term and Long term goals – the short term goal for Compare the Market is to get the reputation up of the website. The long term goal for Compare the Market is to be the market leader in this market.
- Target market and exposure to the media – the target market for Compare the Market is between the ages of 17-80 both men and women.
- Type of market – Compare the Market is in the insurance market.
- Changing market conditions – in the recession a lot of car insurance companies decided to promote offers such as purchase a year car insurance and get the first two months free, as a result of this Compare the Market are able to market these deals.
