Westfield Complex: Below-the-Line Marketing and Promotional Strategies

This report provides an analysis of below-the-line marketing techniques and promotional strategies for the Westfield Complex. It covers various techniques like internet marketing, instant messaging, and loyalty programs, emphasizing the benefits of these methods in building brand recognition and driving sales. The report also explores M-marketing, recommending a mobile application for instant purchases. A comprehensive promotional plan is proposed, incorporating situational analysis, objective setting, and the SMART strategy. The objectives include increasing customer visits, attracting new businesses, and boosting sales. A detailed budget is outlined for advertising, social media, and website marketing. Furthermore, the report discusses integrating promotional activities, measuring campaign effectiveness, and provides relevant references.

TASK 2
ADVERTISING
AND
PROMOTION

Below the line marketing techniques
It means short termed marketing tools which results in instantaneous response
of prospective customers. The benefit of adopting below the line marketing
techniques is that it help in building brand recognition in market. It pertains to
the application of loyalty programs, promotional pricing, contest, instant
messaging and trade shows that help in informing customers about products
and services offered by Westfield complex. In addition to this, it includes use
of rebates, offers like free product that are offered to customers for buying the
products of seller. They help in communicating product, product range and
brand value to target customers.

Techniques of below the line marketing
 Internet marketing
 Instant messaging
 Exterior Marketing

Continued..
 Loyalty programs
 Trade in
 Trial use or Free sample

M Marketing
 M marketing means purchasing products and services using wireless
device known as mobile phones. It is most convenient and widely used
technique at present.
 Westfield can use M marketing for improving the sales and increasing
the margin. therefore, marketing team of Wesfield complex can design
a mobile application and provide a facility to customers to make instant
purchase at any location at any time.
However, M marketingis more effective and impelling as compared to
below-the-line technique. This is because the target customer can make
purchase within the comfort zone with minimum efforts.

Promotional Plan
To improve the declining sales of the Westfield complex and
enhance the footfalls an innovative promotional plan should be
designed. In this respect, following points should be considered:
Situational analysis
Setting objectives
Designing a plan
Implementation
Feedback and follow up

SMART Strategy
Integration of marketing techniques can be utilized to develop
SMART promotional strategy. Above-the-line and below-the-
line techniques can be integrated by using SMART method.

Objectives
 To increase the visit of customers in Westfield complex up
to 40% by March 2016. To invite new business to set up in
complex. To increase the sales upto 30%.
 To reach upto 25% of prospective customers by using latest
marketing methods like social media marketing, M
marketing and ICT till August 2016.

Budget
To carry out the marketing campaign, fund will be required so
that budgeting should be done. Budget will limit the expenses of
the Westfield complex so that it does not impact the profitability
of company.
Elements Amount
TV Advertising
£50
Print Advertising
£50
Social Media Marketing
£100
Website and Search Engine Marketing
£120
Total
£320

Integration of promotional activities into strategy
Promotional activities help in spreading the awareness about product gaining the
customer attention. Westfield Complex is required to select appropriate
promotional technique that will help the organization in increasing its brand
recognition among customers. However, it is crucial for complex to use
integrated promotional techniques and covert them into strong promotional
strategies.

Techniques to measure the campaign effectiveness
The effectiveness of the campaigns can be evaluated using
following methods:
Profit
Sales
Persuasion
Communication
Attention

REFFERENCES
Homa, E. K., 2000. Promotion fundamental- Advertising. [Pdf]. Available
through: <https://kenhoma.files.wordpress.com/2011/07/05-homa-note-
promotion-fundamentals-a-advertising-r0103.pdf.>. [Accessed on 12th
December 2015].
David, G. and Markowitz, S., 2006. Side Effects of Competition: the Role of
Advertising and Promotion in Pharmaceutical Markets. [Pdf]. Available
through: <http://www.guy-david.com/pdf/DM%2006%202011.pdf>.
[Accessed on 12th December 2015].
Dunn, D., 2000. Advertising and promotion. [Pdf]. Availbel through:
<https://ag.arizona.edu/arec/pubs/dmkt/Advertising&Promo.pdf>. [Accessed
on 12th December 2015].