Unit 9 exploring creative product promotion

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Good morning to my presentation of Unit 9 exploring creative product promotion. My name is Shannon Somford.

I will be giving information about the following objects:

  • The promotional mix
  • The Aims and Objectives
  • The role of promotion within the marketing mix
  • The role of advertising agencies in the development of a successful promotional campaign
  • A promotional campaign

The purpose of a promotional mix is to inform consumers about a product/ services while you point out the superior features. The purposes can be Increasing sales and getting a greater market share, Showing product features, educating the market to the benefits, explaining the number of potential users of a product and promoting the new or improved features of an established product.

1. I’ll be telling you how the promotional mix is used by Café Fresco, its divided into different elements.

Advertising; Is a form of communication. It means that an organisation promotes a product with help of the media, Like the Television etc. It should draw the attention from the target audience to the product. Café Fresco uses the type of advertising called the radio as an media. A lot of business work with the radio on, so you attract a lot of people.  

Corporate Image; It’s an image for what the company stands for. A corporate image is often designed to get interest among the consumers. A corporate image is not always created by the company. Café Fresco has a corporate image just to attract people with the style of the letters and the name. It says that it’s an café, but stylish.

Direct Marketing; Is an English term for making a commercial. It’s actually approaching potential customers in a direct and personal way. It also includes direct mail and making telephone calls. The objective of such a campaign is to promote special offers till even get the opportunity to try new products. Café Fresco is also using these method with the use of flyers and folders to hand those out to customers and the local community in the city. So that they know of the new place and the products they serve etc.

Exhibitions; For an exhibition to be successful they need to attract the exhibitors and the visitors. An exhibition is often placed to present new or existing products or to meet with existing or potential customers.  Café Fresco is an café, so it doesn’t have a lot to do at an exhibition only when it’s at the London excel where the biggest food exhibition is placed. They can give samples of tasting to attract people with their high quality food.

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Personal selling; Selling through a team of sales representives. Personal selling is in many markets the major tool of personal selling. The aim is to inform customers about products, to demonstrate and ensure their effective play. Café Fresco doesn’t use a lot of personal selling, because it isn’t effective enough and it’s very expensive for a café to use personal selling. To only thing they can do is hand out flyers to attract customers.

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