Promotions Campaigns Flashcards
What is the first things to consider before making promotion campaigns
Define Target consumer,
Given relevant company’s may have overlaps with company’s products.
E-bikes: target audience is individuals who cared about environment, sustainability and high-tech. Tesla, a pioneer in electric cars, targets a similar audience. Xiao I, a Chinese high-tech company, targets a younger generation.
Marketing communication mix things needs to be aware of
Changing landscape:
In today’s changing landscape of advertising, traditional forms of advertising such as TV commercials and print ads are being less effective due to ad avoidance, we should focus on our-of-home media as e-bikes are an outdoor exercise, and customers are more likely to see ads while they are out and about.
Marketing communication mix/ Advertising
To reach the target audience for the new e-bike, social media advertising and influencer marketing may be effective. For example, finding e-bike influencers on YouTube and sponsoring their content can help create awareness among the target audience. Tesla’s advertising includes publishes promotional videos on YouTube. Xiaomi has partnered with a digital blogger to create an unpacking video for their new product as part of their advertising strategy.
Marketing communication mix/ sales promotion
Limited discounts can be offered to attract new customers and encourage existing customers to purchase the new e-bike. For example, offering a limited time discount for pre-ordering the e-bike can create a sense of urgency among potential customers. Tesla offers test drives, and referral program. Xiaomi has Fan Festival where customers can save money when they spend a certain amount.
Marketing communication mix/ personal selling
Personal selling involves one-on-one interaction between the seller and the buyer. For e-bikes, personal selling can be done through in-store demonstrations, events, and free test drives. Tesla has showrooms where potential customers can test drive the cars. Xiaomi has pop-up stores where customers can try out the products.
Marketing communication mix/ public relations
Public relations involve managing the reputation of the company through media and community relations. For examples, sponsoring e-bike events and participating in relevant environmental initiatives can help establish a positive image among the target audience. Xiaomi has sponsored events like the world internet conference.
Marketing communication mix/ direct marketing
Direct marketing involves reaching the target audience directly through email, text messages, or mail. For e-bikes, direct marketing can be done through email campaigns, online ads. Tesla has email campaigns for new product launches and follow-ups after test drives. Xiaomi has retargeting ads for customers who have abandoned their carts on their website.
Combining informational and emotional messages
The marketing message for e-bikes should combine informational and emotional elements. Informational messages can highlight the unique features and selling points of the e-bike, while emotional messages can appeal to the customers’ desire for sustainability and innovation. Tesla’s marketing message focuses on sustainability and innovation, while Xiaomi’s marketing message focuses on affordability and advanced technology.
User-generated content
User-generate content(UGC) can be a powerful tool to promote e-bikes. Encouraging customers to share their experiences with the e-bikes on social media platforms can create brand awareness and loyalty. Tesla has a super forum where customers can share their experiences and knowledge. Xiaomi encourages customers to share their experiences with their products on social media platforms.
