Primary Techniques for Below-the-Line Promotion and Integrated Use in Promotional Strategy

This presentation discusses the primary techniques for below-the-line promotion and integrated use in promotional strategy for Westfield Stratford City, the largest urban shopping centre in the European Union. It covers loyalty programs, coupons, rebates, sponsorship, and free sampling, as well as the use of app-based marketing and SMS/MMS methods. The presentation also includes a discussion of how to develop a promotional plan for a business and integrate promotional techniques into a promotional strategy with SMART objectives.

ADVERTISING
AND
PROMOTION

Primary techniques for below-the-line-
promotion and integrated use in promotional
strategy
Westfield Stratford City is considered as the largest urban
shopping centre in European Union in terms of size. This
shopping complex has 3 floors and has major retailers like
Marks & Spencer, John Lewis and Waitrose. Further,
Westfiled is contributing towards national economy as well
as it is about to create almost 10000 jobs in coming year or
so.
Currently, this shopping complex is employing almost 2000
employees. Internal stakeholders for mentioned organization
are their board members, executives, managers, employees
who are working significantly well for the success of
business organization

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Some important below the line promotional techniques are as
follows.
Direct marketing- Under direct marketing process, stores in
Westfield can collect information about their customers in
their database.
Coupons- Under this technique, customers receive a coupon on
purchase of a product and by submitting that particular
coupon to shopkeepers they receive a benefits.
Rebates- This is a traditional and the most powerful
promotional technique in which buyer makes a purchase and
they get some sort of discounts from shopkeepers. This
technique is also acts as the most powerful tool to attract
individuals towards their store.

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Loyalty programs, coupons and rebates are taken into
consideration for the Westfield integrated promotion
strategy. Considering this, rebate schemes will be those
offered to customers who are considered as the loyal
customers of company.
Coupon is another best technique which will be used to
motivate customers to make purchase of product. Moreover,
lucky buyers will get a coupon and will get some assured
gifts. By considering all these relative measures, Westfiled
city will increase the level of revenue of organizations
existing there.

Other techniques used in below-the- line
promotion and evaluating the use of “M”
Marketing along with its impact
Loyalty programs- Like discount method, this is also one of a
popular methods of increasing customer base.
Sponsorship- By using this technique, firm can do branding of its
name and make its product popular among customers.
Free sampling- This method is used when companies in Westfiled
going to sell some new and innovative product to its customers.
Free sampling and loyalty program increase the awareness of
consumers for a particular product and service. It incurs less cost
and through which organization will be able to develop loyal
customer base for their products and service. On the contrary side,
sponsorship increases operational cost as firms in UK are
generally handled by sole proprietors and sponsorship requires
huge amount. This acts a drawback in BTL promotional technique.

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In order to promote their brand name and develop a healthy
image in the eyes of customers, companies make significant
use of app based marketing. As with the increasingly
widespread use of smart phones, applications usage has been
increased. Further, marketer aim to increase the visibility of
the app which is getting more downloads from users.
This method also consists of lot of competition. Further, SMS
and MMS methods are relatively cheaper for business
organization as it includes less cost and company can get
connected with the individuals by texting them regarding all
new offers and discounts.

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On the other hand, it has a contrary impact on below-
the-line promotion method where M marketing will
lead to enhance sales of shops established in
Westfield Complex. It incurs relatively low cost and
organization is able to attract a large customer’s base
towards their products and services.
BTL promotion requires individual whom organziation
have to pay salary on monthly basis and if they are
not able to give effective result then companies
operational cost will increase without profit
increment.

Development of a promotional plan for
a business
With the help of all the promotional tools and techniques,
organizations in Westfield will look for 3 major objectives
which will lead as footfall for mentioned complex. These
are:
 Increase in Customer base- With all new offers and
schemes, individuals will attract customers towards
shopping mall and they will have purchase according to
their needs and demands.
 Increase in sales- Increment in purchase will increase the
sales of company and consequently if sale will increase
then shopping complex and companies will be able
enhance their revenue and productivity.

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Developing brand awareness- Global companies like M&S,
John Lewis have their outlets in the complex. Further, in
coming time period, many new ventures are trying to establish
their stores. Effective promotional strategy will lead towards
successful development of brand image.
The target audience for the organization will be
Youth
Family

Integrating promotional technique into
promotional strategy and SMART objectives
To sell their products, Different organization uses different
promotional techniques but their goals and objectives remain the
same. Further, companies in Westfield needs to make a plan to
integrate above discussed promotional techniques into the
promotional strategy in order to use them efficiently and
effectively.
SMART objectives for outlets in Westfield complex will focus on
three major objectives.
These are:
Increase in Customer base
Increase in sales
Developing brand awareness

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Specific
Increase in Customer base
Increase in sales
Developing brand awareness
Measurab
le
Increment in 20% of customers by the end of one quarter
Price product will reduce upto 15%. Companies expecting 20%
more sale in this accounting period.
Increase sale and customer base will automatically develop brand
awareness for companies.
Attainabl
e
Pricing strategy for company is realistic and it can be opted by
customers easily
Sales % which is so mentioned in above point should be attained in
particular year.
More customer’s will advertise organization product with the help of
word of mouth.
With festive season on head, this method will help organization to
increase their customer base
As more and more youth and family approach to comlex, this will
increase sales simultaneously.

Formulation of budget
Expenses incurred for Amount in Pounds
Sales Promotion 50
Direct Marketing 30
Newspaper 100
Social Media 150
App based Marketing 220

Technique for measuring effectiveness
of the campaign
Campaign is an important part of promotional activities as it is
done to boost the sales promotion for a specific product or
service. Different ways to measure this are given below:
 Regular documentations: By maintaining a regular data,
base of customer's effectiveness can be measured in a
precise manner.
 Comparing the sales- Companies can compare their past
year sales with the current year. By comparing, they can
see the huge difference after implementing promotional
techniques.

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Individuals survey- Organization can have a survey
regarding their review or any feedback they want to give in
order to improve product and service quality.
Social media: Positive response by audience on social media
can help companies within Westfield to measure the
effectiveness of its campaign.
Surveys: Proper surveys can be conducted to know the
effectiveness of organizations. For that, questioners can be
prepared on customers needs and demand.

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