Marketing Strategies: Promotional Plan Using Below-the-Line Techniques

This report details a promotional plan focused on below-the-line marketing techniques, including direct mail, door-to-door marketing, email marketing, coupons, free products, and loyalty programs. It emphasizes the integration of these techniques using the SMART (Specific, Measurable, Attainable, Realistic, Timely) framework to achieve objectives such as increasing footfall by 25% by December 2016 and expanding market segments. The plan includes a situational analysis, objective setting, plan design, implementation, and feedback mechanisms. Budgeting considerations are also outlined, covering social media marketing, print advertising, and website/search engine marketing, with methods for measuring campaign effectiveness through profit, sales, persuasion, communication, and attention metrics. The report also touches upon the evolving concept of M-marketing and its potential impact on consumers.

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