Promotional Plan for Westfield Complex: Below-the-line Techniques

This presentation discusses the below-the-line techniques used in the promotional plan for Westfield Complex, including direct mail marketing, door-to-door marketing, and email marketing. It also covers other techniques such as coupons, free/extra product, and loyalty programs. The SMART strategy is introduced, and objectives are set to increase footfalls and expand the market segment. Budgeting and techniques to measure campaign effectiveness are also discussed.

Task 2
Promotional
Plan

Below-the-line Techniques
Generally, It is one of the advertising strategies in
which a product is promoted through mediums other
than radio, television, billboards, print, film and the
internet. This is done by the company itself. Several
types of below the line advertising are direct mail
campaigns, trade shows and catalogues. This
advertising type tends to be less expensive and focus
more on the customers.

Continued...
Three techniques are as follows:
Direct Mail Marketing
Door-to-door marketing
Email Marketing
These techniques can be combined together and
integrated promotional strategy can be applied by the
Westfield complex, so that marketing of the product
can be done in an effective manner.

Other techniques used in below-the- line
promotion
As it was discussed in the earlier question about the
primary below-the-line techniques which is most
commonly used in almost every organization to
promote their products and services. Now, other below-
the-line techniques are being discussed which can also
aid in the promotion of the Westfield complex. Some of
them are discussed as follows:
Coupons
Free/Extra Product
Loyalty Programs

Continued..
These days M-marketing concept have been evolved in
which marketing is done through mobile phones by
using the way of sending SMS to the customer. This
may have a negative impact on the consumers
because management has to ask for the mobile
numbers of the people in order to send text. And some
consumers may feel irritated if they get unnecessary
SMS on their mobile phones on a regular basis.

Promotional Plan
To promote the products and services of the shopping
complex and increasing the footfalls, an effective
promotional plan has to be developed. In the
development of a promotional plan, various steps have
to be followed which are discussed as follows:
Situational analysis
Setting objectives
Designing a plan
Implementation
Feedback and follow up

SMART Strategy
Integration of promotional techniques can be done in
order to make the SMART promotional strategy.
Above-the-line and below-the-line techniques can be
integrated by using SMART method.

OBJECTIVES
 To increase the footfalls in the complex up to 25% by
December 2016.
 To expand the market segment by advertising and
promoting through using all types of media at the mid of
next year that is June 2016.
 To influence huge number of customers of market by
using promotional techniques such as E-mail marketing
and loyalty programs.

Continued...
Specific: Goals of promotion are specifically identified
and discussed in context to scenario.
Measurable: Identied goals should be measurable.
Increment in footfalls can be measured effectively and
media types can also be measured.
Attainable: Identied goals should be feasible and
achievable. 25% footfalls can be achieved at the end of
next year.
Realistic: Objectives are real and not imagenery.
Complex can promote its products through using all
types of media and can increase their sales upto 25%
by next year.
Timely: These objectives are time-based becuase in
both the objectives timeline is given. December 2016

Budgeting for the promotion
To carry out the promotional campaign, fund will be
required so that budgeting should be done. Budget will
limit the expenses of the organization so that it does not
extend the profitability of the firm. Various steps are
involved for formulating of the budget which are
enumerated below:
Strategic planning
Business Goals
Revenue forecast
Fixed and Variable cost projection
Annual expenses
Profit Forecasting


Budget
Elements Amount
Social media Marketing £100
Print Advertising £180
Website and Search engine Marketing £130
Total £410

Techniques to measure the campaign
effectiveness
The measurement of the effectiveness of the
campaigns can be done by using various methods
such as:
Profit
Sales
Persuasion
Communication
Attention

References
Mackert, M. and Love, B., 2011. Profits and perspectives: advertising, social marketing,
and public health. Journal of Social Marketing. 1(3). pp. 240–246.
Mowle, N. E. and et.al., 2014. Application of regulatory focus theory to search advertising.
Journal of Consumer Marketing. 31(6/7). pp. 494–502.
West, D. and Prendergast, P. G., 2009. Advertising and promotions budgeting and the role
of risk. European Journal of Marketing. 43(11/12). pp. 1457–1476.
White, L. E., Parsons, A. and Ceylan, A., 2014. Cross promotion of web references in print
ads: Are advertisers attempting to engage consumers?. Journal of Research in
Interactive Marketing. 8(4). pp. 309–326.
Belch, E. G. and Belch, A. M., 2012. Advertising and Promotion: An Integrated Marketing
Communications Perspective. McGraw-Hill/Irwin.
Hackley, C. and Hackley, A. R., 2014. Advertising and Promotion. SAGE.
Hackley, C., 2010. Advertising and Promotion: An Integrated Marketing Communications
Approach. SAGE.
Set SMART goals. 2015. [Online]. Available through
<https://victorialagnehag.wordpress.com/2015/02/10/writing-strategy-setting-smart-
goals/>. [Accessed on 29 October 2015].

Thank You