Promotional Activities
The development of an integrated marketing communications is an activity requires a holistic look at various possible solutions that the company can focus on to ensure that it puts the product at a noticeable and acceptable position from the perspective of the market. Advertising SafePro will require the use of both mainstream and relatively new approaches, for instance, the use of TV, radio, newpaper, and online platforms. The online platforms will include Facebook, Twitter, Blogs, YouTube, and Instagram. The online platforms will include content in the form of videos, pictures, and text that will explain different issues to do with road safety. According to Agichtein et al. (2008), the content should be high quality. Public relations will be coordinated by an external party who will appeal to the public in environments that mirror road and public safety to ensure that the attention and trust of the public is courted and won.
Sales promotion will require the company to combine both direct marketing and personal selling. According to Familmaleki, Aghighi, and Hamidi, K. (2015) In this situation, the company will use sale representatives who will visit mapped out potential clients to explain to the prospective clients the possible benefits of using the product. Further, the opportunity will present the company with an opportunity to demonstrate to the potential customers how the product works as well as address any concerns that the customers might be having. The sales promotion technique will also be used as a data gathering activity that allows the company to understand the feelings and concerns of the customer. The customers under this approach will be encouraged to comment with their concerns and questions on social media platforms to ensure that their issues are captured by the company.
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Primary Objective
To effectively project SafePro as a product that can solve the problem of drunk driving, various measurable tasks need to be accomplished. To begin with, the company needs to get the attention of over 3 million people on various online platforms within a period of six months. As explained by Agnihotri, Kothandaraman, Kashyap, and Singh (2012), sales promotion has a direct impact on the consumer behavior both in the short run and in the long run. Social media is a powerful sales tool that should be made mainstream by companies. The popularity of the company’s social media will be evaluated on the basis of likes, comments, views, double taps and other means of showing appreciation online. This means that the online campaign will need to be made more intense. Second, the company will ensure that in the first six months, the company will have made contact with at least 5,000 transport companies in all the states through direct contacting using emails, phone calls, one-to-one meetings and also through client inquiry. From the direct contacts, the company estimates that the mean fleet size of each company to be 30 vehicles. As such, the company estimates a client conversion of 5% which means that the company will get at least 250 clients with 30 vehicles each or total sales of 7500 units in the period. Third, the company estimates to attend at least 100 forums in a year where it will participate in road safety discussions. From these forums, the company estimates that it will create important links and networks that will be useful in the future of the company. Fourth, within the first year of the company’s operations, the company estimates that it will sponsor at least one major road safety campaign that will put the company on the map which will be expected to stimulate interest and demand.
References
Agichtein, E., Castillo, C., Donato, D., Gionis, A., & Mishne, G. (2008, February). Finding high-quality content in social media. In Proceedings of the 2008 international conference on web search and data mining (pp. 183-194). ACM.
Agnihotri, R., Kothandaraman, P., Kashyap, R., & Singh, R. (2012). Bringing “social” into sales: The impact of salespeople’s social media use on service behaviors and value creation. Journal of Personal Selling & Sales Management , 32 (3), 333-348.
Familmaleki, M., Aghighi, A., & Hamidi, K. (2015). Analyzing the influence of sales promotion on customer purchasing behavior. International Journal of Economics & Management Sciences , 4 (4), 1-6.
