Promotional Strategies, Brand Awareness, and Customer Traffic Report

This report delves into the crucial role of promotional strategies in modern marketing, emphasizing their significance in a competitive market. It highlights how stakeholders utilize various promotional techniques and marketing strategies to enhance brand awareness, identify market segments, and increase customer traffic. The report discusses the impact of promotional strategies on customer behavior and provides an example of a successful promotional campaign by Carlsberg, detailing the "Goal and Score" campaign. The campaign description includes the use of SMS, computerized systems, and a collaboration with the Leo Messi Foundation. The report concludes by summarizing the importance of promotional strategies and the use of both traditional and new media platforms, such as social media, in reaching target customers. The report references several academic sources to support its claims and provides insights into marketing practices.

Running head: PROMOTIONS
PROMOTIONS
Name of the Student
Name of the University
Author Note

1PROMOTIONS
INTRODUCTION
In recent times, many promotional strategies are being made and implemented by
many stakeholders. In today`s dynamic market scenario, where there is cut throat
competition, all the stakeholders of both small and medium scale business organizations have
understood the importance of the different promotional techniques and marketing strategies.
The Promotional strategies and the marketing techniques go together “hand in hand”.
Marketing of a brand or a product of a business organization will involve different aspects of
manufacturing, promotion and the selling of the product to its various target customers or
consumers. Promotions can be considered as key or vital element in order to highlight or to
put across the importance of the various product or services to its targeted customers or
consumers. A well designed, well planned and well organized promotional as well as the
promotional strategies helps in establishing a long-term bond along with ensuring a long-term
success with it target group of customer or consumers. Various promotional strategies also
help in increasing the customer or consumer base for the business organization along with
bringing in a lot of profit (Kelley, Sheehan and Jugenheimer, 2015).
RESPONSE TO QUESTION 1
The various reason why the stakeholders are involved in so much promotions of the
products and services because –
1. Promotions help in increasing the brand awareness among its potential group of
customers or consumers.
As mentioned earlier, the various traditional media like the newspaper, magazines,
billboards, hooding, leaflets and pamphlets along with the audio visual media like the
radio and television helps in promotions. In addition, in recent time new media like

2PROMOTIONS
the social media also helps in promotion and thus creating Brand Awareness (Kelley,
Sheehan and Jugenheimer, 2015). This mainly includes using the facebook, instagram
and twitter (Bačík, Fedorko, Kakalejčík, and Pudło, 2015).With the help of
promotions, the business organization puts across appropriate information about its
various products and services to its targeted or potential customers, which in turn
would help them to make correct purchasing decisions (Hackley and Hackley, 2017)
2. Promotions help in segment identification.
For making the correct marketing decisions, proper market survey would be required
to be conducted. This would be helpful in identifying the correct target audience.
“Having a full-proof and well-thought-out promotional strategy and marketing plan ca
be useful in identifying the different segments of consumers in the market and offer
suitable solutions for the customers or consumers” (Hackley and Hackley , 2017).
3. Promotions help in increasing the “customer traffic”.
Promotions would also help in increasing the number of potential customer and
consumers of a particular business organization for its products or services. The more
a business organization promotes its goods and services, the more will the potential
customers or consumers will know about the business organization and its products or
services. This in turn would help in increasing the sales and overall profit.
Promotions could also be done even by giving off free samples of the products.
“Not only these but promotions will also help the business organization or the
company to introduce a new product or service more easily in the ever-so-competitive
business market” (Hackley and Hackley , 2017). Promotions would also help a business

3PROMOTIONS
organization to incentive and motive its various staff and employees to work even harder to
its full potential.
RESPONSE TO QUESTION 2
Talking about the good promotional strategy, Carlsberg would organize a “Goal and
Score” promotional campaign. In this promotional campaign, all the potential customer are
required to buy a Carlsberg beer bottle. Each of these Carlsberg beer bottle would contain a
unique six digit number. This offer would be available for a limited period of time. After the
potential customer had purchased and got that six digit unique number, he or she is required
to SMS that number to the following number “6666666666”. Through the computerized
system the targeted customer or consumers are required to register their name, telephone
number and address along with unique six digit number. This promotional campaign would
go on for about three to four weeks. After which ten numbers would be drawn from all the
registered unique six digit numbers. The list of the ten lucky numbers would be published in
the official website of the Carlsberg. The winner of the ten lucky numbers would be given a
life time of opportunity to meet the football legend Lionel Andrés “Messi” Cuccittini. This
promotional campaign would be conducted in association with the Leo Messi Foundation. All
the money collected through the promotional campaign would go to the Non Profit Charitable
organization, Leo Messi Foundation for noble causes. This promotional campaign also made
in collaboration with “Sky Sports and associated football pundits, plus TalkSport, LADbible,
SPORTbible, Buzzfeed and Grass Root Goals”. The promotional campaign would also be
promoted the above mentioned sites along with the traditional media and the new media to
grab more eyeballs (Adamopoulos and Todri, 2015)

4PROMOTIONS
CONCLUSION
Promotions help in voicing out the message of the brand of the business organizations
loud and clear to its targeted customers or consumers. Promotions act as a voice of a business
organization. In recent time, many platforms can be used in promotion of the company and its
brand. Various platforms may include both traditional media and the new media (Vinerean et
al., 2013). The traditional media may include newspaper, magazines both at national and at
the local level. In addition, it may also include the various below the line marketing strategies
like hooding, billboards. In addition, it may also include distribution of leaflets and pamphlets
to all its potential customer or consumers. The traditional media may also include the various
audiovisual media like the television and the radio (Buil, Chernatony and Martínez, 2013).
The various new media will include all the different social media like face book, instagram,
twitter along with all the mobile applications (Tiago and Veríssimo, 2014). In recent time, the
new media has a much higher reach than the traditional media. It is because of the fact that
nowadays almost everyone has a smart phone with good internet facility. In addition, new
media is preferred more than the traditional media for the promotional purposes by a business
organization because of its instant nature along with it greater reach and accessibility (Kumar,
and Raju, 2013)”. The “Various promotional strategies can be used to promote and marketing
of the business depending on the goals, objectives and priorities of the company. Without
marketing promotions, the brand or service would not be able to garner the attention of pre-
occupied customers” (Buil, De Chernatony and Martínez, 2013)

5PROMOTIONS
REFERENCES
Adamopoulos, P. and Todri, V., 2015, August. The effectiveness of marketing strategies in
social media: Evidence from promotional events. In Proceedings of the 21th ACM SIGKDD
International Conference on Knowledge Discovery and Data Mining (pp. 1641-1650). ACM.
Bačík, R., Fedorko, R., Kakalejčík, L. and Pudło, P., 2015. The importance of Facebook ads
in terms of online promotion. Journal of applied economic sciences, 10(5), p.35.
Buil, I., De Chernatony, L. and Martínez, E., 2013. Examining the role of advertising and
sales promotions in brand equity creation. Journal of Business Research, 66(1), pp.115-122.
Hackley, C. and Hackley, R.A., 2017. Advertising and promotion. Sage.
Kelley, L., Sheehan, K. and Jugenheimer, D.W., 2015. Advertising media planning: a brand
management approach. Routledge.
Kumar, D.P. and Raju, K.V., 2013. The role of advertising in consumer decision making.
IOSR Journal of Business and Management, 14(4), pp.37-45.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business horizons, 57(6), pp.703-708.
Vinerean, S., Cetina, I., Dumitrescu, L. and Tichindelean, M., 2013. The effects of social
media marketing on online consumer behavior. International Journal of Business and
Management, 8(14), p.66.