- Tone of Voice
The advertising approach should be energetic and have a motivated approach to the market. It should be able to attract the eye of the target market fitness fanatics with a great physique should reinforce this image to show the audience what they may be aiming at or what they could become.
- Budget
The budget for producing this promotion is £20,000 exactly this includes money that will be spent on the media.
B)
Planning for the Campaign
Fitness first can use a number of media and materials to portray their message to the public in order to attract customers to their new gym, which is going to be located in Woolwich.
There are various number of different media and materials types that fitness first can use, these could be things such as direct marketing, exhibitions, public relation activities, sponsorship, press releases, local, regional, national international, terrestrial television satellite television, world wide web, specialist, etc
However if fitness first is not willing to put in the hard work of creating their own campaigns then they have an alternative, which would be to hire an advertising agency to the work for them.
Advertising cost per thousand includes cost of design production and media such as local radio, display advert, list procurement and postal fulfilment.
Getting and building evidence of advertising effectiveness is a vital part of decision-making, and managing my advertising and marketing mix. Decisions can be based on experience and previous statistics and data.
The media and material that I’m going to use are listed down in the table below.
(C)
Examples of Promotional Materials
Promotional materials are a rage of materials that keep people advised of what a company’s current work is.
Promotional Materials
Websites, the Internet, CD-ROM's, DVD's, email
Fast becoming the most flexible and dynamic media of all. Electronic advertising media can be expensive and challenging to originate but unit costs are very low thereafter.
Press and public relations (PR)
The press release is the most under-rated form of advertising. Why? Because it's free, and moreover press editorial is supposed by the audience to be true, whereas advertising of all almost all other types is seen as a lie, and therefore implies uncertainty or disbelief. TV and radio news publicity works in much the same way, although more difficult to secure and control.
Seminars
Creating an informative seminar and inviting your target audience is a good way to educate the market and promote the company and proposition.
Direct mail
This is the process of sending, your material (by itself or in a shared mailing with other items) direct to the address of the potential customer. (Price guides are approximate and for the UK.) Components of the process are a list, (your own data-base or names sourced elsewhere) the item to be mailed, and address envelopes. Direct Mail is generally used to generate a direct response from the recipient. Away from the strength of your proposition, response rates vary according to the quality of the list, (i.e. how 'targeted' it is in terms of your offer). More than 5% is extremely good. Less than 1% is more common and normal.
Display advertising
The taking of advertising space in the editorial sections of magazines or newspapers, as opposed to the classified sections, which are a less expensive, and generally lower performing method.
Brochures, leaflets and printed material
Brochures and leaflets can be used for a variety of purposes, and can be distributed in different ways. A good printer can provide examples and costing. The aim of a brochure is foremost to generate new business through providing information in a way that appeals to the reader. AIDA (attention interest desire action) should be the basis of its design.
Loose inserts
The advertiser to the publication, to be sent out with the magazine or newspaper, provides inserts, in the form of leaflets, brochures, or other material. You have to produce the materials to be used as inserts,
'Door to door' leaflet drops
Large quantity leaflet drops to consumer households and business addresses, without the need for envelopes or normal postal charges, can usually be arranged through the postal services (the Post Office in the UK), so that your leaflet is delivered at the same time as the normal post. Demographic targeting, based on postcodes and population census data, is possible to a degree, and the cost is often inclusive in the distribution charges.
Open days and exhibitions
The advantage of personal contact is that you actually get to talk to your potential customers, which dramatically increases the chances of getting your message across. But there is a limit to how many people i can target and access using these methods