ASSIGNMENT #04

NAME ALI RAZA

SAP ID 70079042

SUMITTED TO SIR RAHEEL

Q1- Explain promotional mix?

Your promotional mix refers to the specific combination of the tools, channels, and processes you
use to promote your offerings. It’s what you say, how you say it, who you say it to, what channels
you use to reach them, and how often you communicate.

Importance of Promotional Mix

Promotion makes up one of the four P’s in the marketing mix, alongside Product, Price, and Place
and it’s arguably the most important. That’s because your promotional strategy ties all of your
other marketing activities together. You might have an amazing product, the most profitable
pricing strategy, and the best possible location but unless you’re sharing the right message with
the right audience, your marketing efforts will fall flat.

You can nail all the other P’s in your marketing mix but a carefully crafted strategy of the right
promotional mix elements can make the difference between success and failure. Without effective
promotion, customers can’t learn about your product and service offerings, and sales will be
stifled .

The 5 Essential Promotional Mix Elements

Every market is different, with different factors affecting your promotional mix. The biggest
challenge for marketers? Finding the best possible mix of promotional elements to maximize the
results of their marketing efforts. We’ll look at five of the tools and techniques you should use in
an effective promotional mix and a case study of companies employing these elements.

1- Advertising

Advertising is only as helpful as its ability to be seen. But with so many brands vying for attention,
campaigns lose effectiveness over time. Mailchimp‘s award-winning 2017 advertising campaign
“Did You Mean Mailchimp?” raised awareness of the email service provider through catchy
“mistaken” versions of the software company’s name, like “Mail Shrimp” or “Jail Blimp.”

2- Public relation
In public relations or publicity, companies share their message through existing channels most
often the press by doing or sharing something newsworthy, which the channel then shares with
their audience. Public relations tools and channels range from more traditional press releases to
guerrilla marketing campaigns, special events, and sponsorships. Publicity can be more cost-
effective than other promotional mix elements because it leverages existing brands and audiences.
But there are downfalls to PR; it can be difficult to judge whether campaigns are successful, and an
industry-wide shift toward paid influencers is driving up costs . The store showcases products from
local businesses and brands, from organic teas to premium shoelaces all of which use Mailchimp.
The store gives Mailchimp a great opportunity to leverage the existing audience from the holiday
market while sharing their message with the audiences of the brands they’re highlighting.
The announcement from MailChimp saw activity on social media, most likely from its Atlanta fans.
Our Content Exploration tool reported on engagement with the announcement on Twitter and
Reddit, below.

3- Direct market

Direct marketing is (much like it sounds) marketing directly to a person. By communicating with a
narrow group of potential customers, companies promote their offerings through telephone
marketing, snail mail, email, or catalogs and brochures. Despite the abundance of offers from junk
mail and telemarketers, direct marketing remains popular: it gives companies a predictable and
cost-effective way of reaching their target markets.

An example of this can be seen in the popular promotional tactic of deploying email messages to
people who have interacted with a service .

4- Sales promotion

Sales promotions are the sledgehammers of the marketing world. A well-crafted sales promotion
can generate immediate traffic and boost your short-term sales. A sales promotion is an incentive,
such as a discount or coupon, intended to persuade customers to make a purchase. However,
promotions tend to quickly lose their effectiveness, so avoid becoming dependent on them for
driving sales.

5- Personal Selling

Companies hire salespeople to reach out directly to potential customers in order to share
information about products or services, answer any questions, and (hopefully) close the sale.

Personal sales tend to be extremely effective because salespeople can easily adapt their messaging
to meet their prospects’ needs in real time. However, hiring and training salespeople isn’t cheap,
so it’s a promotional mix element most often used by companies selling highly technical or
customized solutions.

Q2- What are the steps involved in developing effective marketing communication?

Affective marketing strategy in 8 simple steps:

1- Define your Goals and Objective

2- Define your Buyer Persona
3- Review Existing Strategy and Data
4- Audit Relevant Competitors
5- Perform Keyword Research and Media Cost Analysis
6- Determine your Campaigns
7- Define the Timeline
 8- Define Campaign-Specific Strategies & Production

Step 1: Define Your Goals and Objectives

Objective

When all is said and done, where do you want your organization to be? What do you want to achieve?
Think BIG the objective is your desired end-state that aligns your marketing strategy to your goals.

Goals

Define success and determine a way to measure it.  Are there a certain number of sales that must be
made every quarter, or a percent increase in website traffic by a certain date to signify expansion of
brand awareness? Setting clear, relevant goals will keep you on track to achieve your ultimate objective
(keep in mind, these should be SMART goals

Step 2: Define Your Business Profile and Buyer Persona

Businesses should start with a business profile, which identifies criteria about your ideal buyer that
makes them a good fit for your offering. You can think of these details as direct qualifying
characteristics.

 A business profile should include things such as:

 Business size (revenue, employees, locations…)

 Industry
 Geographic location

 When defining for a buyer persona, be sure to:

 Include their role, and responsibilities within that role

 Identify where they go for content (social, email, publications, etc.)
 Outline their pain-points and how would they benefit from your solution
 Include a full depiction of the buyer’s journey

Step 3: Review Existing Strategy and Data

It’s important to analyze your current efforts, strengths and shortcomings. Only when you understand
how effective your current marketing efforts are will you be able to properly plan
future optimizations that will help you achieve your goals and objective

Step 4: Audit Relevant Competitors

Review the web presence and marketing efforts of your direct competitors.

 What are they doing differently than you? Similarly?

 What differentiates your business model compared to them?
 What results (that you can see) are they getting in comparison to you with the tactics they are
using?

Evaluating your competition helps you identify areas for improvement and any opportunities that may
exist.

Step 5: Content, Keyword Research and Media Channels

 Understand exactly what your persona is searching for online in relation to their pain-points and
your product offerings.
 Understand the user intent behind those search queries, and the value of them (such as which
search queries are made by prospects further into the funnel).
 Understand which search queries share the same or similar user intent.
 Familiarize yourself with the average costs associated to keywords (to effectively allocate a
budget for your paid search campaign).
 Understand what content currently ranks for the same keywords you are bidding on, and what it
would take to make your content more valuable and relevant to users than those ranking
content pieces

Step 6: Determine the Campaigns

This step involves determining which campaigns to focus on throughout the year. To determine this,
start by answering these questions:

 How many offerings do you have, and how do they relate?

 Which offerings should you concentrate on the most, and which ones are complimentary?
 How many different campaigns can you logistically and financially support?

Step 7: Define the Timeline

1-Production:

The production phase is the period of time that you spend developing the content and other assets that
will be published, distributed or leveraged, whether internally or externally, as part of a planned
campaign.

2-Rollout:
The rollout phase is the period of time that your scheduled marketing elements of a campaign go live.
It’s when your target audience starts seeing your ads, receiving your emails, and consuming your
content. 

3-Optimization:

The optimization phase is the period of time that you review collected data from the campaign
performance per tactic, propose revisions to improve performance, and implement the changes. These
optimizations can be with the assets themselves, the distribution techniques or targeting techniques.
Based on buyer persona insights and in-depth knowledge of marketing platforms and techniques.

In order to avoid any spurious conclusions, make sure to take into account all variables when analyzing
your results and comparing them to your hypothesis.

Campaigns should run for 3 months, at a minimum. Typically campaigns with a shorter time period
revolve around a sale or time-sensitive promotion.

Step 8: Define the Campaign-Specific Strategies, Tactics, and Production

Now that you have your higher-level strategy planned out, it’s time to drill down the specific strategy
details and elements for your first campaign. Utilize the production phase of your timeline wisely to
ensure you launch on schedule and have a substantial time frame of data being collected that will be
crucial during the optimization phase.

Strategy development and execution can seem daunting, but it is imperative when developing a plan
that keeps your marketing efforts in motion and in alignment with your sales activity. If one phase is
delayed or unclear, it will affect everything that follows.