Promotional Techniques and Strategies for Business Success: A Report

This report delves into the application of promotional techniques in a business context, focusing on City University of Hong Kong and a Premier Inn campaign. It begins by explaining the aims of promotion, methods for measuring success, and regulations governing promotional activities. The report then explores various promotional methods, current trends, and the importance of branding. Project 1 examines the objectives of promotional campaigns and the promotional mix, while Project 2 analyzes a specific campaign, evaluating its target market, media choices, and integration of the marketing mix elements. The report proposes aims, objectives, target markets, and promotional activities for a new campaign, including a plan for implementation. The analysis covers the objectives, promotional mix, and target market of the Premier Inn campaign, with an evaluation of media choices and marketing mix integration. The report concludes with a discussion of the importance of branding in promotional activities.

APPLYING
PROMOTIONAL
TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................1
Project 1 ..........................................................................................................................................1
Task 1...............................................................................................................................................1
1.1 Explanation of the aims of promotion in business..........................................................1
1.2 Explanation of how the success of a promotional campaign is measured ......................1
1.3Explanation of the regulation of promotional activities ...................................................2
2.1 Explanation of promotional methods used by business..................................................2
2.2 Exploration of current trends in promotional methods.....................................................2
2.3 Analysis of the importance of branding in promotion......................................................2
Project 2...........................................................................................................................................3
Task 1 ..............................................................................................................................................3
3.1 Review of the objectives of the campaign.......................................................................3
3.2 Analysis of the promotional mix used for ‘Premier Weekend’........................................3
3.3 Analysis of the target market for the campaign ..............................................................3
3.4 Evaluation of the choice of media in relation to the target market..................................4
3.5 Evaluation of the integration of the promotional mix with other components of the
marketing mix, that is, product, price and place.....................................................................4
Task 2...............................................................................................................................................4
4.1 Proposed aims and objectives for the campaign...............................................................4
4.2 Choice of target market for the campaign with justification............................................4
4.3 Suitable promotional activities.........................................................................................4
4.4 A plan for implementation stating how it meets the objectives of the campaign.............5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Promotional techniques are required by every business organisation for its smooth
running activities. Promotions helps an organisation to attract new customers. For attracting
more customers, the organisation need to adopt proper techniques of promotion (Chew and Jain,
2017). Promotional activities helps an organisation to inform its target audience about the
offerings made by the firm in the benefits of the customers. The cited firm taken is City
University of Hong Kong. It is an educational institute which is planning to its promotional
activities to attract the students who are planning to pursue for their studies.
Project 1
Task 1
1.1 Explanation of the aims of promotion in business
Promotional techniques adopted help an organisation to achieve its desired results in the
most effective manner. The main objective of the cited organisation, to plan this promotional
campaign is to attract the students who have appeared for their boards and will now be appearing
for their higher education. This campaign will help the educational institute to gain recognition
amongst the students. More recognition on the part of the students will result in more admissions
for the concerned organisation (Phillips, 2017). For any educational organisation, its main aim
to get more admissions.
In this modern world, promotion is the basic and necessary equipment which helps in
expanding the business enterprise. In addition to this, the main objective to promote the product
is to attract more customer's in the market. The main function of promoting is to inform about
the same product to the people of Hong Kong. Moreover, when it is promoted, helps in
increasing sales of the company which results in higher performance level. Promotional
activities can be performed through television, online websites, hoardings, banners and many
more. Further, product is promoted to increase the brand awareness among the people in this
country. By applying marketing mix strategy, it helps in product promotion. The company is
able to increase it's profitability by promoting through social media, that helps in identification
of customer's choice and requirements.
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1.2 Explanation of how the success of a promotional campaign is measured
In order to measure success in the promotional campaign carried out by the cited
organisation, it need to follow the four key metrics, suggested below
 Compare the image of the firm before the campaign and after the campaign conducted.
This will show the clear success of the campaign.
 Posts on the social networking profiles of the firm shows its recognition among the
students.
 The next step is to check the amount of success that the campaign has resulted for the
organisation.
 The last step is to check whether the desired result, .i.e. the targeted number of
admissions matches with the actual number of admissions.
The campaign for promoting product is organized which helps in increasing the
productivity and profitability of company. Additionally the success of a promotional campaign
should be measured which helps in identifying the weakness of the firm. This can be measured
by comparing the sales and income with past and present data's. The positive and increased data
shows promotional success. Further, the increment in customer's loyalty towards purchasing
product shows the positivity in campaign. When the product is promoted online, from
customer's reviews and purchasing power the success of promotional campaign can be measured
thoroughly.
1.3 Explanation of the regulation of promotional activities
The concerned organisation can regulate its promotional activities either through self
regulation or through federal regulation or even through state regulation. Self regulation of the
promotional activities can be done by the concerned organisation's advertising team itself or by
the trade associate appointed or even by the networking sites of the educational institute. The
best suited way for measuring the success of this venture is by regulating their performance
themselves (Khan, 2017. ). The organisation can see the impact of its promotional activities on
Facebook, Twitter or Instagram by counting the number of followers and tweets on their sites.
There are various rules and regulations which can be self or formulated in order to
promote the product in different ways. One of the regulation which is formulate is Sales Of
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Good Act, 1979 which relates to the transfer of ownership goods and it's delivery. Moreover,
rights of buyer and seller is regulated according to this act during the promotion. Secondly,
Trade Descriptions Act 1968 refers to prevent retailers from misleading the consumer's. The
promotion part is also regulated under Advertising Standard Activity, 1985 which refers to
online activities of advertisement. Lastly, Ofcom refers to the Office Of Communications which
is regulated under UK government that includes promotion via TV, radio, mobile, etc.
2.1 Explanation of promotional methods used by business
The cited firm have the number of methods available for their promotional activities.
The conventional methods of advertising include newspapers, radio, magazines, posters, etc. but,
students may not attract towards these promotional activities. The cited organisation need to
adopt a technique which can attracts the students. With the growing trend, the firm can adopt
various promotional techniques such as online marketing, TV commercials, hoardings in the
cities, brand ambassador, etc. The firm can also offer certain discount offers on early admissions.
All these will lead to achieve the objectives of the cited organisation.
There are various methods of advertising and promoting the product in the market. This
different techniques helps in achieving goals and aims of business.
Advertising: In order to advertise the products it can be performed through magazines,
pamphlets, TV, radio, newspapers, etc. This helps in attracting more customers toward the
business enterprise that reflects in adding the value of company.
Sponsorship: This method of promoting product helps in increasing the credibility and prestige
of the company. This method is in providing more value by promoting sponsors in unique ways
to attend the event. It can offer various opportunities for distinctive and centralized marketing.
Public relations: One of the method is to promote the product by maintaining healthy relations
with the people. Moreover, the satisfied customers share their review to other people which
helps in attracting more clients towards the company.
Product placement: To target more audience in purchasing their products, goods and services
are displayed in a video production. It is a form of advertisement in market.
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Sales promotion: This is a component of the promotional mix which includes personal selling,
advertising, publicity and direct marketing. In increasing the sales of product, this method is
effective and significant.
2.2 Exploration of current trends in promotional methods
In order to achieve its objectives, the cited firm needs to adopt the trends or patterns that
are followed by its other competitors. The new trends in marketing includes:
 Now a days , it has become an essential part of the marketing campaign to maintain a
sound relationship with the customer as the customers are of crucial importance for a
firm.
 The firm need to fulfil all the expectations of the customer.
 The tracking of customer's response is crucial for an organisation. As it shows how
effective the promotional campaign was.
In promotional methods, it should include current trends and modern techniques which
helps in attracting more clients in the market. This trendy methods can be promoting on face-
book, twitter, LinkedIn, Instagram, etc. Now- a – days, people are more addicted towards this
social media which helps the company in promoting the products. Once the picture or video is
uploaded on this site, it increases awareness in UK people. One of the modern technique is to
adapt method of smart phone applications for getting awareness of the product to customer's.
2.3 Analysis of the importance of branding in promotion
Branding reflects the image of the organisation in the minds of people. Branding has an
utmost importance in the promotional activities of the cited venture. It delivers communicates
with the customers on behalf of the organisation. It will help the concerned firm to deliver its
desired message to its customers. Branding even helps in connecting the students to the
organisation. It may enhance the credibility of the educational institute on the part of students.
They may develop a kind of trust with the institute. Branding may even motivate the students to
seek admissions with the concerned institute.
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Branding enhance the credibility of the company that may develop trust within the
management and people. In addition to this, there are various types of brands like personal,
group, event, individual, private, geographic etc. This all types differ from each other as every
companies uses it depending on the customer's choice and requirements. Moreover, in promoting
the product, the enhanced and modern brand plays an important role. However premium brands
helps in asserting higher prices for their goods and services in the market. To bring business at
peak, this premium brands and luxury helps in delivering the best performances consistently.
The high price of luxury brand helps in order to implicate the product in positioning the market
status. If cost of goods is high, the value is higher and if the cost of product is low, it is refered to
lower value.
Project 2
Task 1
3.1 Review of the objectives of the campaign
Organisational objectives can be of two types, either sales maximisation or profit
maximisation. The clear state objective of the campaign conducted by the Premier Inn was profit
maximisation rather than sales maximisation. The target was to attract more and more customers
and earn profit through increasing their sales.
The objectives of the campaign in the company is to achieve higher profitability with the
number of increase in sales. In order to promote the product via campaigning, it's goal is to
target more customers in purchasing their products. The campaign has a clear and specific
objective of expanding the business which increases it's profit. Further, the company also attains
in satisfying customer's need and requirement. In addition to this, AIDA model is adapted to
fulfil the customers requirements and needs. By this model, the customer's are attracted and also
get aware about their products in market. Further, it helps in bringing more interest and attention
of customers by promoting product. They also desire in achieving higher profit and in increasing
sales of company. Lastly, it helps in convincing more consumer's to purchase their goods.
3.2 Analysis of the promotional mix used for ‘Premier Weekend’
Premier Inn started its promotional mix activities by creating a TV commercial. The
main objective of this campaign was to offer low cost rooms to its customers and attracting more
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visitors in the hotel and thus, generating profits to them (Phillips,, 2017). The TV commercial
that was prepared to assist in the promotional activities of the cited organisation contained a kind
of funny act, as people are attracted more when they laugh more. This commercial helped the
concerned organisation to develop a kind of brand loyalty among the targeted customers.
Promotional mix activities was initiated by creating a TV commercial which reflects in
premier weekend. There are various promotional techniques like advertisement, sales promotion,
exhibition, direct marketing and many more. This Premier weekend also focuses in all this
methods by costing low for their products.
3.3 Analysis of the target market for the campaign
In order to analyse the effectiveness of a campaign, there is a need to target a desired
audience and evaluate the same. The target of this ad were the tourists and the people who visit
the place for their venture activities. As it is a hotel industry, it needs to target the tourist as they
are persons who require hotels for staying during their visits. Also, the people who visits certain
places in order to attain some business meetings and conferences. These were the targeted
audiences for the cited firm. The main target was the visitors as they may frequently visit the
place and may become loyal customers of the hotel.
When the promotional activity is performed, the company targets more audience in order
to achieve higher sales and profitability. One of the media is advertisement which widely
impacts in targeting the customer's. It can be done through TV, pamphlets, magazines, radio etc.
3.4 Evaluation of the choice of media in relation to the target market
The firm need to select an appropriate media to target its market desired market for its
promotional campaign. The evaluation of different media is given here:
 Television commercial have a long lasting impact on the minds of the people and can
generate long lasting returns to the firm but, this kind of advertisement requires huge
investment on the part of the cited organisation.
 Online marketing is trending in today's scenario, people are more addicted to social
networking sites and it is also te most cost effective method or media for promotion of
the cited organisation.
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An appropriate media like advertising on TV, newspapers, magazines, etc helps to target
people in the market. Television long last on the minds of people which helps in reminding them
about the same product. It helps in increasing the sales by lowering the cost and also improves
business frequency.
3.5 Evaluation of the integration of the promotional mix with other components of the marketing
mix, that is, product, price and place.
In order to generate great returns through its promotional activities, the concerned firm
needs to integrate the elements of the promotion mix with the elements of marketing mix.
Elements of promotion includes the media through which information is being transferred to the
audience, like social media, television, etc. and the marketing mix includes the 4 Ps, viz,
product, price, place and promotion. Both of these elements need to be integrated (Gong and
Bichard, 2017).
Product: This can be tangible or intangible as it reflects in goods and services. In this
marketing strategy, the product plays a vital role which should be qualified and labelled. It
should be provided in order to target more customer's in market.
Price: This is a very important element in marketing mix which costs the product and services. It
should be priced to make affordable for all the clients.
Place: The product must be available easily to customer's which helps in increasing the number
of sales of product. Place should be decided in terms of making product accessible to all
potential purchasers.
Promotion: To increase the sales and profit, promotion can be done through public relations,
sales and advertisement, online selling and many more. This helps in targeting more customer's
which makes them aware about the product.
Task 2
4.1 Proposed aims and objectives for the campaign
The cited firm's objective is to maximise its profit with targeting more and more
customers and earning profit thereon.
The main aim of campaigning is to target more customer's by being specific about their
vision and mission. Their wide objective is to sell more goods and services which can lead to
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maximise their profit. They aim in targeting customer's by AIDA model which includes
attracting people and bringing more interest in them about product. Further, they desire to
achieve higher performance level and profitability of the firm. Lastly, they are attentive and
action toward convincing more consumer's to purchase their goods.
4.2 Choice of target market for the campaign with justification
The target of the campaign is the visitors who travel frequently for their business
ventures and meetings with their clients as they can become the trusted as well as loyal
customers for the cited firm and this may help in customer retention.
The target of tourism market is to satisfy all the travellers by building trust and loyalty in
them. In this market of tourism, they specially chose to campaign through pamphlets and online
sources. As this market is based on trust, the customers are repeated for the same services. They
target in by serving them qualified services of train, airlines, shipping with low cost.
4.3 Suitable promotional activities
The promotional team of the mentioned organisation need to undertake the promotional
activities best suitable for its customers. The best suitable technique for this venture can be
online marketing as it is trending as well as cost effective.
For tourism business the best and suitable technique is online and by distributing
pamphlets to the people. In addition to this, maintaining healthy relationship with public also
leads in increasing customer's.
4.4 A plan for implementation stating how it meets the objectives of the campaign
The objective of the campaign is to attract more and more customers for the concerned
venture. This objective can be achieved by offering high discount rates to the customers.
Discounted rates attract more customers and this will help the cited firm to achieve the same.
Also, special discount rates can be given to the frequent customers.
The target of tourism business is to attract the young and aged people. This helps in
increasing their profit of business and also in promoting at higher level. Considering the time, it
refers to promote their business in vacation period as the people can enjoy along with their
family. The frequency is dependent on giving discount rates to the potential customer's. In this
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business, they spend more in promotional activities as it responds to higher profit. Their cost on
advertising and promoting also benefits the tourism company as they gain more profit.
CONCLUSION
The present report is based on the various promotional activities that can be adopted by a
firm in order to attract more and more customers and generate earnings. From this report, it can
be stated that, if proper promotional activities are performed, any organisation can achieve its
desired results. Proper selection of media for advertising is of utmost important.
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REFERENCES
Chew and Jain, K., 2017. SYSTEMS AND METHODS FOR CONTROLLING IN-APP
PROMOTIONAL CAMPAIGNS IN CONTENT PLATFORMS BASED ON CONTENT
CONSUMPTION.
Phillips, C, 2017. A study to investigate how promotional techniques influence consumer buying
decisions in the context of two contrasting events:“Love Saves the Day” and “Bristol
International Balloon Fiesta” (Doctoral dissertation, Cardiff Metropolitan University).
Gong Z and Bichard S, 2017 This Offer Self-Destructs in 3… 2… 1…: Improving the
Effectiveness of “That's-Not-All” Techniques in Promotional Emails. Journal of Promotion
Management. Sep 5:1-8.
Phillips, C , 2017. A study to investigate how promotional techniques influence consumer buying
decisions in the context of two contrasting events:“Love Saves the Day” and “Bristol
International Balloon Fiesta” (Doctoral dissertation, Cardiff Metropolitan University).
Khan, S, 2017. " Viata online Pharmacy" Retention email Process modelling and application of
data mining techniques using R (Master's thesis, UHasselt).
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