Myer's Promotional Strategies: A Deep Dive into Marketing Approaches

This report examines Myer's promotional strategies, focusing on advertising, public relations, and direct marketing. It analyzes the balance of these elements within Myer's promotional mix, including an examination of email campaigns, mobile-centric engagement (Myer One members), and sales promotions such as competitions and coupons. The report also explores the media channels used by Myer, including magazines, TV programs, and billboards, to reach their target audience. References from academic papers are used to support the analysis of Myer's approach to customer communication and promotional strategies, highlighting the use of digital channels and the importance of customer loyalty programs.

1. Promotion
You may need to look at Myer broadly, then focus on Wayne Cooper in regards
to:
 Promotional mix - appropriate balance of advertising, PR, direct
marketing and sales promotion
 Message strategy - what is to be communicated
 Channel/ media strategy - how to reach the target audience
Message Frequency - how often to communicate
7.4 Promotion - (advertising, communication)
 Myer communicates to customers through email campaigns
Email campaigns will be helping the organization to connect with the customers in a more
personalized manner (Dutta and Mazumder 2015). They will be able to connect with customers by
giving them all the possible information about the newly launched products and also solve the
customers’ complaints.
 Accelerating mobile-centric engagement with MYER one members - Provides
customers with real time access to shopping credits and rewards

This will be helping the customers in order to browse all the different products just at the go of a
click. They can easily carry on with their shopping without wasting any time. They will also be
able to gain many interesting offers and discounts like credit points and cash back offers.
 Sales promotion - enter competition, coupons
Media channels - magazines, tv programs, billboards
I order to promote their products and their brands they have to use the techniques like
discount coupons, seasonal offers and other such perks. Myers can develop a customer loyalty
by giving them special discount coupons like lucky top shopper coupon, 50% off coupons and
so on (Kuang et al. 2018).
They also have to use the magazines and tv channels in order to advertise their
products to the targeted customers. The billboards can be used as a good means for reaching
out to a large number of customers. The information is given with colorful visuals, crisp and
precise messages to attract the attention of customers.

References
Dutta, D.M. and Mazumder, J., 2015. A Study on Promotional Strategies of Selected Bengali
Movies in 2014. International Journal in Management & Social Science, 3(12), pp.121-133.
Kuang, K., Jiang, M., Cui, P., Luo, H. and Yang, S., 2018. Effective Promotional Strategies
Selection in Social Media: A Data-Driven Approach. IEEE Transactions on Big Data, 4(4),
pp.487-501.