STAGE 3) PROMOTIONAL CAMPAIGN

What is Promotional strategy?

The choice of a target market and formulation of the most appropriate

promotion mix to influence it.

Promotional strategies that work get people to take action.

The purpose of promotion is to remind, persuade and inform

the target market by influencing decisions

or behaviour.

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Chapter 5

Remember•• Promotional strategies need to be ethically appropriate. They cannot be misleading or

misrepresenting otherwise run the risk of being banned. For example, the Burger King commercials featuring bikini girls were banned from airing on TV after complaints were made about their appropriateness and relevance to the product.

•• Promotions also need to be true. Advertising that if you become a dairy farmer you can make a million in a year may attract interest but is misleading to the consumer.

Here are some possible promotional strategies:

Contests

Content marketing

Product Giveaways

Social Media

Facebook, Twitter,

Snapchat

Supporting

Causes and

Charity

Personal

selling

Customer

Referral Incentive Program

Advertisingonline, print, maildrop, billboard

Customer Appreciation Events with free refreshments and door prizes

Mail Order Marketing

Public relations

Videos

Point-of-Sale

Branded Promotional

Gifts

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Remember •• your strategy needs to tie back to your target market i.e. what they watch, where they spend

most of their time, how they are influenced...

•• Also consider, how will you measure the success of your promotion?

1. Select THREE possible promotional strategies that can be used to promote the careers within the primary industries to your target market and discuss why they would work.

1.

2.

3.

STAGE 3) STUDENT TASK

3. Create your chosen promotional strategy (i.e. make a poster, video, computer game… whatever your chosen strategy is). This example of your strategy needs to be submitted as part of your report to the Young Enterprise Trust.

Remember •• the promotional strategy needs to invoke a change in the thinking of your target market and is

only effective if it convinces people to take action i.e. an effective promotional strategy for the EPIC Challenge is one that convinces Year 9-10 students to consider the primary industries as a possible career.

2. From the three strategies above, identify THE BEST strategy that you would consider to be the most effective and outline the reasons why it will succeed.

Our Group’s BEST strategy:

Because:

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