BSBMKG413 Promote Products and Services: Promotional Campaign Report

This report evaluates a promotional marketing campaign designed to increase customer interest and brand awareness, integrating social and digital promotions with traditional media. The evaluation assesses the campaign's success in reaching its target audience through a target market survey and feedback collection via interviews. The analysis includes a review of the feedback, assumptions, strategies, processes, cost analysis, and timelines. The feedback analysis, based on interview responses, indicates that the campaign was generally visible and attractive to the target customer group. The report concludes that the campaign achieved its goals, but suggests improvements such as incorporating more traditional marketing methods and offering discounts to attract a larger customer base, given the competition in the LED bulb market. The report also includes reference lists.

Assessment Task 3 BSBMKG413 Promote products and
services
Final report
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Assessment Task 3 BSBMKG413 Promote products and
services
Table of Contents
Part One – Executive summary...............................................................3
Part Two – Analysis................................................................................. 4
Part Three – Conclusion..........................................................................5
Reference Lists....................................................................................... 6
© 2015 Innovation and Business Industry Skills Council Ltd Page 2 of 6

Assessment Task 3 BSBMKG413 Promote products and
services
Part One – Executive summary
In order to generate greater customer interests and brand awareness, a promotional
marketing campaign was designed and then subsequently conducted. In the
promotional campaign, the Company aimed at integrating social and digital
promotions with those of traditional media as well. In this scope of analysis, an
evaluation of the conducted promotional activity is done. The evaluation was
conducted to ensure whether the campaign was successful in terms of attending to its
target audience or not. In this analysis evaluation along with monitoring of key
business and promotional activity is done to analyse effectiveness. A target market
survey is conducted to understand feedback on the current marketing campaign. A
planning process and survey by means of interview method is done for collecting
feedback and then proposing improvement strategies.
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Assessment Task 3 BSBMKG413 Promote products and
services
Part Two – Analysis
● An analysis of the feedback: The feedback through interview procedure will
allow gathering qualitative data mainly. The qualitative data will be analysed
using inductive techniques for arriving at solutions (Järvinen 2012). From
analysis of feedback to pertinent questions asked as whether the promotional
campaign was visible? whether it was attractive? Did it generate curiousness?
and so on replies were mostly yes. Implying that target customer group was
highly attended to by the campaign initiatives (Henderson 2010).
Interview Questions Answers (Y/N)
1.Was the promotional campaign was
visible?
Yes (65%) No (20%) Blank (15%)
2. Was it was attractive? Yes (55%) No (15%) Blank (30%)
3. Did it generate curiousness? Yes (60%) No (30%) Blank (10%)
4. Was it visible during last 1 month? Yes (70%) No (5%) Blank (25%)
● A review of the assumptions, strategies and processes, including planning:
Evaluation will include collecting data in form of interview (Tufekci 2014).
Then analysing such data to form further strategies regarding the campaign.
● Cost analysis comparison, e.g. actuals with estimates, and timelines review:
The cost estimate was at AUD90,000 however, there was a rough exceeding of
the same by AUD 10,000 only (Booth 2011). Time estimated was however
accurate meaning that the campaign got over at the designated time period.
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Assessment Task 3 BSBMKG413 Promote products and
services
Part Three – Conclusion
Analysing effectiveness of the social media and digital marketing campaign, it can be
assessed that it has achieved its goals. However, improvement can be accommodated
by means of accommodating more traditional medium of marketing and promotion.
Secondly, as the product LED bulb is manufactured by a number of manufacturers,
the Company can lower its price and provide discounts for attracting larger number of
customers.
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Assessment Task 3 BSBMKG413 Promote products and
services
Reference Lists
Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media
to shape corporate brand perceptions. Corporate Communications: An
International Journal, 16(3), 184-191.
Henderson, A., & Bowley, R. (2010). Authentic dialogue? The role of “friendship” in
a social media recruitment campaign. Journal of Communication
Management, 14(3), 237-257.
Järvinen, J., Tollinen, A., Karjaluoto, H., & Jayawardhena, C. (2012). DIGITAL AND
SOCIAL MEDIA MARKETING USAGE IN B2B INDUSTRIAL
SECTION. Marketing Management Journal, 22(2).
Tufekci, Z. (2014). Social movements and governments in the digital age: Evaluating
a complex landscape. Journal of International Affairs, 1-18.
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