In any business organization that produces products or provides services to the end-consumers or to the other businesses, marketing of the product becomes an essential part of the whole process. The aim of any promotional activities that a business gets involved in, depends on the organizational aims of the organization and the vision of the organisation that the organisation wants to carry through the promotional activities, and to provide it to the customers.
In the presented paper, the various aspects of the business organisation’s promotional activity are analysed. In addition to this, there are a number of different other factors that also impact the promotional activity of the business organisations (Beard, 2008). In this Communication Process in Advertising and Promotion Assignment, it will be analysed that the case study of British Home Show requires what types of promotional activity and what are the best suitable marketing tools for the promotion of Ideal Home Show smartphone product. Furthermore, the characteristics and role of the advertising process in the business organization of the British Home Show are analysed.
2.1- Explain the role of advertising in an integrated promotional strategy for a business or product
For the product promotional strategy of British Home Show, the advertising process is very much important. It is generally a method which involves making the first introduction of the product or a service to the potential and targeted consumers, as well as it sets a reputation and public image for the particular product. This is the most important aspect of any product’s pre-sale process, thus being an integrated part of whole promotional strategy.
2.2- Explain branding and how it is used to strengthen a business or product
The process of branding refers to the organisations setting a public image of their organisation. With business strategy, companies attempt to make a brand image that is most assistive to them as a way of appealing to the targeted consumer base of the organisation. For example- an organisation that is developing product at a very cost-friendly price range, and has a target of selling its products to the budget conscious people, the organisation tries to set its image in the brand as an organisation providing the best value product for consumer’s money (Lewis and Renn, 1996). With the Nexus 6 smartphone product of Ideal Home Show, the organisation need to focus on branding of the product as a budget-friendly smartphone, which is smarter than its competition. The Nexus 6 smartphone is in the category of premium phones, and runs of the android platform of Google. This is the most popular smartphone operating system in the world. Other features of the Nexus 6 smartphone include:
- A 5.96” Quad HD AMOLED display screen
- A Quad-Core snapdragon processor
- 3 GB RAM
- 32 GB/64GB internal storage for files and media
- Works on Latest Android version (5.0 Android Lollipop)
- 13 megapixels primary camera, and 2 megapixels secondary camera
2.3- Review the creative aspects of advertising
In today’s business world, the market has become extremely competitive, and to gain an advantage in the market, the advertising teams need to focus on the products in a very creative manner. The creativity is required to make sure that the promotional content is very engaging, an also makes attempt to raise demand for the salient features of the products. The concept of creative marketing tries to create demand in the market on basis of the features that are already present in the market. At present times, there are many telecommunication companies developing different smartphones as these phones are dominating the market. With its smartphone product, Ideal Home Show need to advertise its smartphone differently and creatively to establish the idea that it is better than the other smartphones in the market.
For the purpose of creatively promoting its smartphone product, the organisation need to promote the product as a budget friendly premium smartphone. Additionally, the organisation can make creative use of own smartphone applications by bonding them with the smartphone. As these smartphone applications are exclusively owned by Ideal Home Show, these can really become a unique selling proposition for the smartphones. For example- the Ideal Home Show can integrate its Elgato Avea mobile application in the smartphone, which allows the users to set and control lightings in the ambient environment.
The additional pre-loaded application may include the fitness monitoring application of Ideal Home Show, with the inclusion of its own patented mobile glucometer. In the present day health conscious consumer base, this can be a very appealing marketing tactic.
2.4- Examine ways of working with advertising agencies
In many situations, the organisations needs to make sure that the marketing campaign runs effectively with the set organisational goals of the organisation. To achieve this goal, the organisation many times end up realizing that they are not well-equipped to develop such a strategy on their own. In such cases, the organisations generally outsource the task of developing and marketing the promotional strategy. In this kind of a situation, the organisations need to follow the below procedures:
- Remain in constant touch with the advertising agencies
- Making the aim of the promotional campaign clear to the agency
- Keeping the agency informed about the future strategy and the brand image of the organisation
- Telling the agencies the key features of the product or services to focus on
3.1- Explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product
For the British Home Show, the targeted consumer base that is associated with the task of promoting the consumer products of the company for Olympia London is quite limited. Due to this feature, it is easily estimated that the organisation should use the strategy of below-the-line marketing technique. In this marketing tactic, the organisation should follow the path of developing and offering incentives and additional features to give extra influence to the buyers (Moran, 2013). This trend is highly useful as the customer base is very limited. This technique of below-the-line marketing, the company can offer good discounts to consumers if they make a purchase at the show, as the products of British Home Show are kind of products that allow the customers’ ability to look and feel.
3.2- Evaluate other techniques used in below-the-line promotion
For its purposes with the Olympia London appearance, the British Home Show organisation should follow the following techniques:
- Offering additional products if the consumers make an instant purchase at the product
- Giving the consumers additional free smartphone software if they order instantly.
- Offering to give a quick discount on a cellular network connections.
4.1- Follow an appropriate process for the formulation of a budget for an integrated promotional strategy
For the purpose of its promotional activities, the British Home Show organisation needs to come up with a strategy to decide its budget that it needs to spend on the promotional acuities for its participation in the Olympia London. For this aim of the organisation, the strategy that can be used by the organisation should focus on effective use of budget (O’Driscoll, 2010).
The budget can be decided based on the profits that the organisation aims to achieve from the show. The calculation should follow the accounts of expected earnings from the show, and the net revenues that the company wants to earn from the show.
4.2- Carry out the development of a promotional plan for a business or product
For its appearance at the Olympia London, the organisation of British Home Show should focus on the marketing efforts of its operations, in order to make an impact at the Olympia Show. With its appearance at the show, the following steps need to be followed by the organisation:
- Developing its organisational goals for the promotional activities
- Making provision for the budget for the various promotional activities
- Providing required training to the company employees to ensure that they are well trained for the job responsibilities given to them.
- Developing a sequence of plan to carry out the whole process of promotion
- Printing out and publishing the marketing content
4.3- Plan the integration of promotional techniques into the promotional strategy for a business or product
The aim of the British Home Show for their participation in the Olympia London is to make the people aware of the good quality of its products and the amazing home decoration and development of beautiful home furnishing equipment. For this purpose, the organisation needs to make use of promotional techniques that remain in-line with the long-term strategy of the organisation. To continue with this task, the organisation need to use the promotional technique based on the organisational goals of the company and to also convey the same message to the consumers that have been conveyed in the other marketing strategies of the organisation.
4.4- Use appropriate techniques for measuring campaign effectiveness
Making an effective promotional strategy is just one part of ensuring success of the organisation goals, and the other part is making sure that the strategy is actually providing results as expected and keeping it in-tune with the aims (Stinson, 2008). In this scenario, the British Home Show organisation should implement that following success measurement method:
- Performance index: Using this method, the organisation should implement some predefined objectives for the show in different categories. Response in each category would provide method of assessing the success of the project.
|Objective||No Success||Moderate Success||Expected Success||More than expected success|
|Orders received||Less than 50||50-100||100-150||More than 150|
|Customer interaction||Less than 200||200 – 350||350 – 500||More than 500|
|Revenue generated||Less than $250,000||$250,000- $500,000||$500,000 – $750,000||More than $750,000|
In the presented paper, the various aspects of the business organisation’s promotional activity have been analysed. In addition to this, there are a number of different other factors that also impact the promotional activity of the business organisations. In the paper, it has also been analysed that the case study of British Home Show requires what types of promotional activity are best suitable for the organisation. Furthermore, the characteristics and role of the advertising process in the business organization of the British Home Show have been analysed.
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Stinson, P. (2008). Sales, marketing, business and finance. New York: Ferguson Pub.