A Little Good Company Marketing Promotional Plan

This article discusses the market promotional plan for A Little Good Company, a unique artistic toy company targeting children below 5 years of age. It covers the budget, message strategy, key message, advertising objectives, target audience, product description, major selling idea, advertising appeal, and execution. The article also includes drafts of advertisements and a media plan.

A LITTLE GOOD COMPANY MARKETING PROMOTIONAL PLAN
TABLE OF CONTENTS
1.1 Executive Summary...................................................................................................................2
2.0 Market Promotional Budget......................................................................................................3
2.1 Message Strategy.................................................................................................................3
2.2 Key message.........................................................................................................................4
2.3 Source....................................................................................................................................4
2.4 Advertising objectives.........................................................................................................4
2.5 Target audience....................................................................................................................5
2.6 Product description.............................................................................................................5
2.7 Major selling idea................................................................................................................5
2.8 Advertising appeal...............................................................................................................6
2.9 Advertising execution..........................................................................................................6
2.9.1 Supportive Information................................................................................................6
2.9.2 DRAFTS ADVERTISEMENTS......................................................................................7
3.0 MEDIA PLAN...........................................................................................................................9
3.1 Medium...............................................................................................................................10
3.2 Media mix and vehicles.....................................................................................................10
3.3 Coverage..................................................................................................................................11
3.4 Reach and Frequency...............................................................................................................11
4.0 EVALUATION PLAN............................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
APPENDIX....................................................................................................................................16
A) MARKETING BUDGET PLAN.............................................................................................16

1.1 Executive Summary
A little good company products are unique artistic toys that the company seek to sell online to its
customers. The primary consumers of the product are children below 5 years of age who are
greatly influenced by their peers. The major buying decision for this product will be informed by
a market promotional plan developed by the marketing team. The budget estimates for the
promotion plan for the 2 years is analyzed for effective planning and marketing activities. The
key message in the media plan is to nurture the creativity of the kids through toys. The appeal
will sink well with parents, influencers and parents friends who hold ambitions of making their
children succeed in life. The media mix and vehicles that will be adopted by the advertising
strategies consists of television and radio, print media such as magazine and newspapers, outdoor
advertising, and other support media. The most suitable advertising media is television
broadcast, electronic billboards, Sky balloons, and sales promotional campaigns because kids
pay keen attention to Television advertisements.
Moreover, the coverage of the media targets all the audience that is
interested in the product. The reach and frequency are deemed necessary in
communicating the product features to the consumers in order to create a
desire for the product and become a loyal customer. The marketing
techniques and promotional activities will significantly improve the
consumption of the product amidst the many competitors in the market.
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2.0 Market Promotional Budget
A little good will adopt the following budget estimates for the periods 2019-
2020. It is understood that the success of any advertisement is its ability to
achieve its objectives. The primary objective is to appeal to a target
audience (kids) to purchase more toys from our stores. The budget estimate
expenditure is, therefore, a critical factor towards the success of the
promotional activities. Firm’s size of the advertising and promotions budget
aim at promoting its products should commensurate with the marketing
objectives which is a key to the success of the firm. Advertising budget size
influences the various marketing mix upon which the advertising firm will
adopt in its promotional activities.
2.1 Message Strategy
Market research has shown that the structure of a message in the advert
affects its ability to influence the buying decisions of the customers (Belch E.
George, 2003). The verbal content, the presentation, message, the drawings,
and the visual message characteristics enhance the persuasiveness of the
advertisement. When the content of the marketing campaign is well
structured, it becomes more effective in communicating the intended
message.
The toy company will structure their advertisement campaign messages to appeal to its target,
market through visual and verbal characteristics of the message. A picture of a young girl
holding a child toy admiring a different number of toys held by a toy vendor will get the
advertisement message. The logic behind this strategy is that Pictures affect the way consumers
process the intention of the message being communicated. Young kids usually associate the
advertisement with the product being promoted. This, therefore, through encoding of the
message and the visual presentation of the images of the advertisement seeks to achieve this
objective.
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Moreover, the message strategy should appeal to the feelings, brand personality and the buying
desire of the customers. The toys advertisement will induce the desire to purchase the product;
the young kids will associate the product advert with its usefulness and the joy they derive from
purchasing them.
2.2 Key message
The key message of the advertisement will be to inform the target market of the unique features
of a little good toys. The message is deemed to enhance buying appeal to the parents to purchase
toys for their kids. The message is then pegged to show the caring nature of parents to purchase
toys that are believed to make their kids happy. Furthermore, the message of the toy to keep the
kids busy and engaged in funny leisure adventure is key to this advertisement.
2.3 Source
A male and female celebrity will present the advert design alongside a young kid given a toy
amidst a broad smile from the parents. A celebrity will enhance the image of A little good toy
company due to their demographic influence in the country. The choice of the source is effective
in improving the attractiveness of parents buying toys for their younger children as a way of
displaying their caring attitude. Most parents will be enticed to follow suit of the celebrity to
their young lads. The message can also be relayed by celebrity boys and girls displaying balloons
(Belch E. George, 2003), toys, etc. in a print media, promotional products, and websites.
2.4 Advertising objectives
A little good advertisement strategy is geared towards product awareness in the market. The
Australian toy market is vast and gradually growing. As detailed in the previous report, the
company will seek to sell its products in the market through online sales. This strategy is
convenient and effective in capturing our market segments consisting of the urban and the rural
population. The company understands that communication through market advertisement creates
awareness and stimulates sales growth. Therefore, each advertisement must be sufficient for all
the target and potential customers (Brown, et al., 2009). Thus, the company achieves the
objectives of advertising by generating specific objectives for each of the advertising campaigns.
The target customers for our toy market will be analyzed to understand the critical demands of
this market. Moreover, the objectives of advertising a little good toy is to accelerate sales as well
as communicating the product features and desirability. The other objective of advertising is to
increase the customer base as well as boosting the sales agents, distributors, wholesalers and
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retailers’ sales volume. The advertisement of A little good company toy products will eventually
boost the corporate image of the firm.
2.5 Target audience
Today’s businesses are fast adopting marketing research as a tool for understanding their target
audience (Charles W. Lamb, 2011). Marketing research help companies to gather information
that is key to the evaluation of the promotional and advertisement programs adopted by firms.
The company target audiences is young kids and their parents in Australia urban and rural areas.
The toys advertisement will use words, signs, and symbols that these target group will be
familiar with them. Moreover, the toy company will seek to understand the benefits the kids
derive from the usage of the toys. This will assist the company to discern the degree of loyalty
from the target market as well as understanding the social status and lifestyle of the target
audience.
2.6 Product description
The toys made by the company are of handcraft and arctician make. A little good toys will be
unique in the market due to the innovative artistic designs that fit the young kids. Moreover, the
product shall be made of low-density materials furnished with beautiful colors that appeal to the
target market. The product range of our toys is vast targeting the age groups from one year to 5
years of age.
The product features for the different age groups will be considered regarding durability,
innovative feature, pricing, and warranty. The sale of this product shall be enhanced by the
admirability of toy features and marketing promotions.
2.7 Major selling idea
The marketing communication through advertisement and other promotional activities for the
target audience must be clear and understandable (Dimarco, 2017). The primary communication
for the advertisement of the toys is to appeal to the young kid's taste of owning a toy. The
message, therefore, should be simple, understandable and appealing.
Therefore, the primary selling idea of A little good toy is ‘Keep your Kid dream alive-A toy is
the answer.’ Creative kids start here!
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The other selling idea for this advertisement is to choose the best channel or media for
communicating the message. Our company will adopt online marketing platform through the
social marketing channels as well as a television program. This strategy is sufficient to reach the
young kids watching television at home with their parents. Moreover, kids today understand the
use of mobile through gaming online or downloading mobile applications in the various play
stores. Our company will adopt online pop-up advertisements on mobile applications through
well-designed cartoon toy related advertisements.
2.8 Advertising appeal
The advertising appeal is majorly the strategies used by the marketers to
attract the attention of customers by capturing their feelings towards the
product or service being advertised (Achrol & Kotler, 2006). Marketers are
tasked to decide the images or symbols they ought to incorporate meaning
into a product or service to be consumption (Juska, 2017). Companies must
design Promotional activities and advertisements that capture the meaning
incorporated into the product and moves it to the consumer. This company
will adopt storyboards and animatics useful to reach the target market of the
toys. The advertisement will be implemented and repeatedly and dominate
the toy advertisement market.
The competitors in the market have not exploited the social media
marketing. The company will, therefore, take this advantage as their unique
selling plan across the different market segments in the target market areas.
Moreover, the packaging of products is one of the strategies that appeal to
the users of the product (Frank Kardes, 2015). This company packaging will
adopt a unique strategy aimed at selling the product through attractive
physical features. The branding of the toys will be excellent with innovative
designs for the various toys sold. The creative approach used to sell the toys
is based on the design of a robust and outstanding uniqueness for the brand
through image advertising (Percy, 2008).
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2.9 Advertising execution
The advertising execution adopted to the sale of toys in the market will be animated cartoons
drawn by artists or computer generated. Moreover, other fictional characters such as cartoons
and puppets might be adopted for the advertisement execution. The advertisement execution
using Cartoon animation will be useful in relaying the message to the targeted children. The use
of animation execution will enhance the creativity of the designers in producing variant
advertisement designs.
2.9.1 Supportive Information
Advertising is an essential tool for driving sales revenue in today’s marketing (Monle Lee,
2013). Research has shown that consumers pay close attention to the advertisement of a brand
they have identified to fit their needs and wants. Thus, companies must constantly advertise to
reinforce the consumer's decisions to purchase their brands (Philip T. Kotler, 2014).
A little good company will adopt a post-purchase evaluation strategy to assess the gaps in the
product usage and get feedback from the consumers. The ability of a firm to be innovative is
pegged on the ability of the firm to identify the gaps of the product in the market and solve the
problem therein. The competitors of A little good company will be keen to claim the market
share of the production of the toys in Australia. Therefore, our company will ensure that our
customers grievances, complains and support on the usage and purchase of our products are
guided.
The marketing strategy of the firm is to advertise the expectations that our products will meet in
the consumer’s expectations. Marketers must be sure their advertising and other forms of
promotion do not create unreasonable expectations their products cannot meet. Advertising is not
the end of the promotional activity, guiding the customers through supportive purchasing
information reinforces their purchasing behaviors (Prasad A. Naik, 2008).
A little good company promotional activity shall adopt a creative strategy by focusing on the key
message to communicate with the customers. The development of the messages strategy in the
advertisements will seek to understand our young demographic environment, the problem facing
and the opportunity that the advertisement must address. The primary selling idea will be the key
to the advertisement as well as communicating any critical supportive information that needs to
be included in the advertisement.
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2.9.2 DRAFTS ADVERTISEMENTS
a. A SCRIPT
A script to advertise over the radio or podcast for the company is presented below
(A whopping sound of a flying plane attracts the attention of the playing children, as dad rush in
from work. Jack, his son, runs to meet him)
Jack: Look at how that airplane is flying Daddy, I want to fly too
Dad: How? You are neither a bird nor an airplane
Jack: No daddy, my friend Sam flies every day from their kitchen balcony through the garden to
the main road.
Dad: (laughing) how?
Jack: He has an airplane as biggest as the one that has just flown now!
Dad: I do not understand.
(Sam starts flying his airplane without the consent of Jack and his daddy, the toy airplane rums
into Jack's car windscreen breaking it into pieces)
Jack: Lucky I you, there it is the magnificent aircraft
Daddy: (furiously happy) I hope the young pilot is not hurt…
Sam: Sorry uncle my aircraft oversped
Daddy: don’t worry child I need to buy one for your friend Jack. Where did you buy such a big
robust aircraft?
Sam: (nervously happy) A little good toy company, my dad ordered online
Daddy: let me get my computer, my son will fly to today.
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b. A Billboard Advertisement
A billboard for the company advertisement is presented below; the billboard will be neon designs
for children appeal.
3.0 MEDIA PLAN
The media plan is an essential component in delivering the message to the
target audience (Prasad A. Naik, 2004). Media planning identifies the
different marketing media channels and evaluates the best marketing
channels available for advertising. There are many options that can be
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included in mass media such as television, newspapers, radio, and
magazines. Other categories such as outdoor advertising, transit advertising,
and billboards are available for advertisement.
A diversity of support media such as direct marketing, interactive media,
promotional products advertising, and in-store point-of-purchase options
must also be considered.
3.1 Medium
A little good company will adopt a different media platform depending on the availability and
cost of advertising. Moreover, the product being advertised affects the choice of medium to be
adopted as well as the media planning process.
The medium that will be adopted includes broadcast media such as television and radio, print
media such as magazine and newspapers, outdoor advertising, and other support media (Richard
Rosenbaum-Elliott, 2015). These media platforms are appropriate in conveying the message
towards the parents and their kids as well. Kids are attentive to the television broadcast,
electronic billboards, Sky balloons, and sales promotional campaigns while the parents would
probably get the information through magazines, newspapers, online advertisement and other
complex mediums available for advertisements. Therefore, considering the target audience, A
little good company will adopt the most appropriate identified marketing promotional technique.
3.2 Media mix and vehicles
Advertisers have an option of adopting the many varieties of media and media vehicle available
to them (Sandra Moriarty, 2013). The choice of the different types of media and media vehicles
depends on the characteristics of the product, the cost of the budget and preference of the
advertiser.
Considering the toys being a product consumed by kids below 5 years, the promotional activities
will require the company to apply visual communication advertisement majorly. As discussed
earlier, visual communication is useful in creating a lasting impression in the mind of the target
audience. Kids are known to pay keen attention to colors, motions, and actions which probably
could be easier to capture their attention through animation advertisement design.
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Moreover, a toy advertisement requires a visual demonstration to be communicated effectively.
In this case, TV may be the most effective medium. However, the company may adopt print
media to display the toys and encourages coupon for product trial by the consumers.
A little good company may also adopt a mix of the available media platforms such as social
media, promotional products, and website-google ads. This creates more advantage to the target
audience as it improves the ability of the promotional message to meet their needs and demands.
Furthermore, by combining the media, A little good company will increase their advertisement
coverage, scope, and frequency levels while improving the overall sales revenue (Terence A.
Shimp, 2012).
3.3 Coverage
The goal of choosing the media vehicle is to meet the target audience while minimizing the
waste coverage. The value of adopting the media vehicle should not exceed the economic gains;
this is possible if the media coverage is extensive to meet all the target audience (Warren J.
Keegan, 2013).
A little good company media coverage shall target all the audience in the Australia market
mainly consisting of all the kids and parents. The goal of the media mix as outlined earlier will
be to extend the media coverage to as many of the members of the target audience as possible
while minimizing the amount of waste coverage (Prasad A. Naik, 2004).
Moreover, the company shall adopt promotional products in supermarkets, recreational sites,
resorts and schools where children mostly visit. This media strategy is appropriate to meet the
parents as they usually maximize their happiness in resorts and recreational sites together with
their children’s.
3.4 Reach and Frequency
The total number of people that are exposed to the advert shall be termed as our reach.
Therefore, the media mix and vehicles adopted by the company will ensure that a maximum
reach in the demographic environment consisting of our target audience is met. The frequency of
the media resulting from repetitive advertisement shall be determined by the different media mix
and vehicles and the cost budget of advertising.
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The advert shall be placed in different media to maximize the total number of audience reach
which promotes duplication of the information being relayed. The measure of potential reach
from different media shall be assessed to inform the choice of the media vehicles to be used. For
example, the television advertisement estimates a large number of households to be reached.
The advertisement frequency for the toy will be high to increase the awareness of the product. As
earlier stated, the advertisement shall be an impulse with high frequency to encourage behavior
change geared towards repetitive purchases.
3.5 Scheduling
Media scheduling choices are the plan of advertisement taking into consideration the timing, the
length of the advertisement and the cost advertising (Belch E. George, 2003).
The primary objective of media planning is to determine the ideal media schedule that will meet
the stipulated budgeting constraints of the company (Frank Kardes, 2015). There is a different
approach to advertising that applies to marketing. The media planning team can choose
continuous advertising that applies repetitive advertising all the week or follow a strategy of
pulsing. The strategy of advertising through pulsing technique, ensure that adverts run in some
weeks of the year and not all the periods.
A little good company will adopt a pulsing media advertising technique due to budget constraints
and the effectiveness of this strategy. It has been urged that pulsing schedules can generate
greater total awareness than continuous advertising when advert quality varies over time (Prasad
A. Naik, 2008).
The company advertisement shall vary in design and creativity over the promotional periods to
create a sense of agitation for the customers to purchase our products. This is only achievable
through continuous innovation and market research.
Continuous advertisement through the media mix could merely leads to boredom which could
translate to low purchases and sales. The advertising of the product will also be informed about
the product usage patterns. Lower product usage could lead to frequent advertising as well as low
promotional activities, while high usage of the product could necessarily lower the advertising
frequency.
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4.0 EVALUATION PLAN
This is the final stage of the promotional planning of a company. It assists in
the monitoring and evaluation process which aids in devising proper control
mechanisms for the firm. The plan measures how well the promotional
program meets the communication objectives of the firm. Marketers ensure
that the advertising programs of the firm are sufficient to communicate the
intended message to the target audience. For example, media
advertisement through television and newspapers can be evaluated through
market research to determine the reach or coverage of the advertisement to
the intended audience. Moreover, the evaluation plan will provide feedback
about the target audience perception of the message being conveyed and
thereby calls for necessary corrective action. Furthermore, continual
feedback concerning the effectiveness of the promotional program provides
managers with information that aids their decision making and planning
process. Promotional review and product testing plan for a period of 2 years
will be used by the company to evaluate the various promotional activities
and develop control mechanisms to enhance its effectiveness. The various
strategies to be used includes on package invitations, market surveys,
product reviews and testing, online surveys and customers feedback.
CONCLUSION
A little good company promotional plan will lead the company to great
success in the toy market. As analyzed through the market analysis of the
promotional plan of the company A little good company will easily
understand the customer’s needs given the market analysis. Moreover, the
promotional strategies the company adopts is believed to increase the
company revenue through repeated purchases and referrals. The plan identifies
the demographic target group to be children below years who are gratly influenced by their
peers and parents to purchasing toys. Therefore, the promotional strategies employed in this plan
shall consist of advertising through television, radio, billboards, promotional campaigns etc. The
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choice of any advertising channel shall be greatly influenced by the budget developed by the
marketing team to cover for all the activities that are undertaken in marketing.
The major buying decision for this product will be informed by a market promotional plan
developed by the marketing team. The budget estimates for the promotion plan for the 2 years is
analyzed for effective planning and marketing activities. The key message in the media plan
being to enhance the creativity of kids through toys, the most appropriate media mix and vehicles
that will be adopted by the advertising strategies consists of television and radio, print media
such as magazine and newspapers, outdoor advertising, and other support media. The most
suitable advertising media is television broadcast, electronic billboards, Sky balloons, and sales
promotional campaigns because kids pay keen attention to Television advertisements. Moreover,
visual communication is useful in creating a lasting impression in the mind of the target
audience. Kids are known to pay keen attention to colors, motions, and actions which probably
could be easier to capture their attention through animation advertisement design.
The media plan for the company shall assist the company to meet the
coverage of the target audience as well as communicating the ideal message
that the audience need to know. The reach and frequency are deemed
necessary in communicating the product features to the consumers in order
to create a desire for the product and become a loyal customer. The
marketing techniques and promotional activities will significantly improve
the consumption of the product amidst the many competitors in the market.
The evaluation plan developed shall assist the company in understanding the
dynamic in the marketing world. The marketing techniques and approaches
to the target market changes with time, therefore, the company shall
consistently rely on evaluation plan of the promotional activities to enhance
their market growth. The scheduling, media coverage and the reach of
promotional activities shall be evaluated to understand their effectiveness in
the sale of the toys in the market. The evaluation plan will assist the
company in choosing the best promotional tool that meets the objective of
advertising at the least cost.
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Terence A. Shimp, J. C. A., 2012. Advertising Promotion and Other Aspects of Integrated
Marketing Communications. s.l.:Cengage Learning.
Warren J. Keegan, M. C. G., 2013. Global Marketing. 7th ed. Newy York: Pearson Education
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cengage learning.
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APPENDIX
A) MARKETING BUDGET PLAN as from 1st /Jan/ 2019 to 31st Dec 2020
A LITTLE GOOD.
Promotions Activity when Estimated cost in
$ AUD
2019
Estimated
Cost in AUD
2020
Total
Estimated
cost in AUD
Promotional products
Banner Ads, stickers, t-shirts,
caps, posters etc.
Always
available
2,500 1,500 4,000
Local Marketing
Newspaper, magazine Monthly 1,200 1,800 3,000
In-Store Marketing Monthly 500 700 1,200
Public Relations Activities
Public Events Every 3
months
2,000 1,500 3,500
Sponsorships Yearly 3,000 3,000 6,000
Content Marketing
Sponsored Content Monthly 2,000 1,800 3,800
Social Media
Twitter Daily 2,500 1500 4,000
Facebook Daily 1,000 1020 2,020
Pinterest Daily 8,00 750 1,550
Instagram Daily 250 400 650
Online Marketing tools
Blog Monthly 150 120 270
Website Monthly 100 200 300
Email Newsletter Every 3
months
80 120 200
Advertising
Online marketing Daily 2,500 1,500 4,000
Print media Monthly 1,000 1,200 2,200
Outdoor Every 2 weeks 150 300 450
Radio Daily 100 80 180
Television Daily 2200 2500 4,700
Market Research
Surveys Monthly 2400 2100 4,500
Product testing and reviews Every 3
months
100 120 220
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Sales Campaigns
Campaign A Jan-April every
year
300 150 450
Campaign B May-August 120 100 220
Campaign C Sept-Dec 80 50 130
TOTAL 25,030 22,510 47,540
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B. Bill board Advertisement
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C. Promotional Testing and Product Review
Promotional
Activity
Date of
review
Monitoring methods Review outcomes
Banner Ads,
stickers, t-shirts, caps,
posters etc.
Monthly
review
Quick market surveys Analyse the changes in
the market share
Newspaper,
magazine weekly Questionnaires on print
media
Number of respondents
reached
Public Events Yearly Market research surveys Changes in the number of
toy sales
Sponsorships Quarterly On package invitations Profitability index of the
firm due to increase sales
Sponsored Content Monthly Market surveys Brand/product awareness
Blog weekly Customers reviews Number of respondents
reached
Twitter Number of respondents
reached
Facebook Weekly On package invitations Website traffics
Pinterest Weekly Market surveys Website traffics
Instagram Weekly On package invitations Website traffics
Website Weekly Market surveys Website traffics
Email Newsletter Weekly Product trial
Advertising Quarterly Market surveys,
questionnaires,
interviews
Repeat purchase
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Online marketing Monthly On package invitations Website traffics
Print media Daily Market surveys
Radio Monthly On package invitations
Television Monthly
Market surveys
How many new/repeat
customers did you
receive
Sales Campaigns Yearly Product testing/
feedbacks
How many new/repeat
customers did you
receive
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