Below the Line Marketing Techniques and Integrated Promotional Strategy for Westfield-Stratford Complex

This presentation discusses the techniques of below the line marketing, integrated promotional strategy for Westfield-Stratford Complex, importance of M Marketing, promotional plan, SMART strategy, objectives, budget, and techniques to evaluate the success of marketing campaign. It also includes references for further reading.

TASK 2
ADVERTISING
AND
PROMOTION

Below the line marketing techniques
Below-the-line marketing technique includes use of marketing
techniques that help in reaching the prospective customers
directly. They further assist in brand building and using it in
boosting the sales of organization.

Techniques of below the line marketing
Public relation
Direct marketing
Internet
Events
Loyalty programs

Integrated promotional strategy for Westfield-Stratford
Complex
The integrated promotional strategy will enable marketers of
complex in using combination of various promotional techniques.
Further, they can use combination of below-the-line techniques to
enhance customer base. In this respect, management of complex
can organize various fashion shows, entertainment events that
will induce prospective customers to visit the complex. For this
aspect, it can directly mail to existing customers and inform them
about such programs. However, to attract new customers,
Westfield complex can take help of social media platform.
Therefore, pages in the name of brand, side banners and social
groups can be formed on popular sites like Facebook, Twitter etc.

M Marketing
It involve use of wireless instruments like mobile phones
for offering products and services. It is most impelling
method at present as it is cheap and convenient method.
In this respect, Westfield complex can design attractive
cellular phone application which will enable customers
to make instant buying of offering within their comfort
zones. Therefore, customers can avail the products
easily with negligible efforts. This will help in
encouraging the sales of company.

Importance of M Marketing

Promotional Plan
It iis an effective approach that will assist in enhancing the
footfalls of individuals in the complex. It will help in
improving the dropping sales and poor performance of
complex in market. Therefore, to design impelling
promotional plan, complex require to consider following
aspects.
Analyzing the situation
Framing objectives
Developing a promotional plan
Implementing the plan
Follow up of plan

SMART Strategy
Various effective promotional techniques can be combined to develop
SMART marketing strategy. Therefore, various modern and
traditional techniques can be integrated by adopting SMART
approach.

Objectives
To increase the customer visit to Westfield
complex upto 20% by April, 2016.
To enhance the sales upto 15%.
To reach more than 20% of consumers using
new mobile applications, till March 2016.
To enhance the consumer base by 25% by using
direct and indirect marketing channels upto June,
2016.

Budget
Budget will limit the marketing expenditure of the Westfield complex
so that it does not affect the proficiency of organization.
Constituents Amount
TV Ads £60
Billboards £90
Social Media Marketing £100
Direct Marketing £50
Total £300

Techniques to evaluate the success of
marketing campaign
The effectiveness of marketing campaigns can be measured from
following modes
Profit
Sales
Footfalls
Feedbacks

REFFERENCES
Jones, B., 2011. advertisement. Business journals. 10(5). pp.
10-50.
Hackley, C., 2005. Advertising and Promotion. Sage.
Krizan, A., 2007. Business Communication. Business
Communication.
Loewy, D., 2010. Business Communication. Cengage
Learning.

Thank You