Rhetorical Situation - Dissertation Example

Rhetorical Situation Introduction Dyson is a technology company that produces and sells mainly household appliances like fans, hand driers, and vacuums but are currently operating a new line of products called 360 Eye robots that are a floor-cleaning machine. Marketing has become a wide range of activities that Dyson must involve in making sure that the business continues to meet the needs of its customer and getting value in return (Petty, Ross and Denver DRozario, 37-49). The main task for Dyson include finding out what groups of customers/market exists, what are the needs of the customers, what is the target market, what are their competitors doing and which method are they using to promote their products. One of the core concepts of the Dyson is that they do not do any nonsense promotion where they emphasize too much on their brands. But because this is a new inventory of the product, Dyson accepts for changes in advertising style. This paper seeks to find out which method between uses of celebrities to advertize for products or the simple, informative methods is more appealing to the customers. Simple Informative Promotion Methods From the time of the conception of the Dyson company, Social media has remained the only modern tool that marketer use to get their messages to their target markets, however business owner does not fully understand the risks that are associated with its use as the field is still new making it difficult to evaluate the qualification of the social media experts. The main advantage of the social media is that it has a wide coverage of the audiences who in effect are the customers and also it provides an opportunity for the businesses to engage and interact with customers to create a long lasting relationship. Cost related issue has also become an advantage of the social media since you can reach your target market for a little cash investment with a short period (Johnmark, Reuel, Israel, and Zumbung, 1-18). In addition, Social media has caused a remarkable and significant change in the strategies and tools that the companies use for communicating with the customers; this is because it combines characteristics of traditional IMC tool where companies talk to their customer with highly magnified word of mouth. Social media provides the company with the ways to influence the discussions in a way that is consistent with the organizational mission making it possible for companies to monitor and respond to the conversations surrounding the brand, whether positive or negative. In other words, social media enable businesses to achieve better understanding of their customers needs in order to build an effective relationship. This is mainly because social media can catch the attention of many viewers who, in essence, are the customer of the business. However, it is difficult for the marketing manager to control the content and the frequency of the information making the companies have limited control over the content and the distribution of the information. Many small businesses have been struggling to use social media for effectively reaching customers with little resources making Dyson Company to opt for the use of celebrities to promote their products. Use of Celebrities A natural way to build brand awareness and credibility is through turning to celebrities to promote your products this is because associations with popular names can boost sales particularly when the customer believe that the endorser uses that particular product. One advantage to using celebrities to promote your product is that it increases your chances of making the emotional connection with your customers. People see a lot of commercial images and therefore celebrities can break through the filter and be the deciding factor that can only convince the customer to make a decision to buy (DRozario, Denver, and Frank K. Bryant, 1-10). It is important to look for people with attributes that you want to associate your product with, if your target audience is focused on the physical appeals then look for an actress with a girl next door reputation as your choice. Celebrity, however, can be a great advantage particularly when you are a new company trying to get noticed or striving to get customers to learn about the existence of your products. Choose someone who will penetrate your target market whether it is a local celebrity or someone that appeals to a particular audients segments. One way to increase the likelihood that celebrity product promotion will give a good return is to look for pairing that will inspire the celebrity to push for closer connections. However relying on the celebrities to promote your products can also be of disadvantage for a new adventure since celebrities are part of the business that you cannot control for example if your star grows cold, their effectiveness as a promotion agent get vanished. Client Problem Analysis Dyson is a technology company that produces and sells mainly household appliances like fans, hand dryers and vacuums but are currently operating a new line of products called 360 Eye robots that are a floor-cleaning machine. Because it is a new inventory product, Dyson becomes the only company that can be trusted to provide quality and functional 360 Eye robots. They have original ideas that have never been tested anywhere giving them a greater advantage to know what the customers need in terms of floor cleaning. It is important to identify the types of the customers Dyson would wish to sell for in the future which could be an existing customer or new customers. This can be very possible if the company identifies the types of the customers they are selling at the moment so that they can target a similar type of the customers in the future in different regions. Therefore it is of greater need to establishing as precisely as possible the target market that Dyson is going to spend most of their promotional efforts in the future; this is because it is not possible to market to everyone, calling for the need to concentrate on the listed target. When identifying target markets becomes a problem then working through a SWOT analysis of the business will help to focus on the marketing areas that the business is likely to reap a good benefits. Audience Analysis Gaining insight on what you are doing wrong or right will make your marketing strategy of the business more efficient, relevant and profitable (Choi, Sejung Marina, Lee Wei-Na, and Kim Hee-Jung, 85-98) Dyson Company uses this strategy to attract peoples attention and stimulate their desire to acquire the product. Their advertisements are effective, and they focus on the client profit as the most important thing. The strategy is fairly simple when one has the right tools and documented goals at your disposal. Understanding your audience is a very fundamental task for business marketing and promotion strategies. When considering your audience map the buyers journey noting how the buyers will find you, how the process of finding you will be perceived by the customers and whether the process will ultimately fortify your buyers relationship with your brand. Work Plan A promotional work plan gives you an opportunity to put into action the vision of the enterprise through completing marketing plans. This is made possible because it gives you a simple and practical plan that is easy and is focused on the marketing efforts, this may make it possible to monitor the results of the promotional strategies that Dyson put so that they can continue to improve on it. An ideal promotional plan must give a precise step that can be put into action to see if the practical promotional aspects reap good results (Ruihley, Runyan, and Karen 132-42). These steps are as follows; Target market: Dyson must identify the exact types of the customer that they would wish to sell to in the future who may be a new set of customer or the existing ones. After identifying a certain types of the businesses or persons they are already selling to, and then ask themselves if there are any other types of customers that might require what they sell. Objectives: It is much better for Dyson Company to state their objectives in a way that it makes it possible to assess customer satisfaction and on average make them increase their daily expenditure on purchasing your products. Tactics: Dyson know what they are going to do so that they can achieve customer satisfaction and also meet the target of increasing purchasing power of the customers in favor of their products, this can be done through sending out a brief survey to all their important customers. Implementation: It is important to make a decision on who is going to take action on the listed tactics like surveying existing customers, organizing and training complementary selling and any other more. Timeline: The Company must develop a simple timeline that lay out all the activities and ideas throughout the business period. Use this as a budget because it gives the guideline on when things are to be completed and see if their initial cost estimates are correct and then weigh objectives against cost. Evaluation: At this stage the company should find out whether the planned strategies are working or not working then ask to know whether contacting their existing customers through social media or celebrities is effective. Calculate all the sales that are related to their efforts that can be done by assessing the sales that are generated through special events and the number of replies from the customers. Resources Free and useful marketing materials and articles are available from the internets and website like www.business.govt.nz Conclusion Social media is very simple and practical and therefore Dyson can adopt to help the business in many years making it possible to improve their promotional performance in the subsequent years in operating the 360 Eye robot business, as the business can evaluate to see which tactics produced the best results. In addition, Social Media combines traditional characteristic where companies talk to the customer with a high magnified word of mouth. It provides a unique role that enable a customer to talk to one another therefore making it possible for the manager to harness this power to benefit the organization. I, therefore, recommend that Dyson to use simple, informative methods to reach out to their customers. Works Cited Choi, Sejung Marina, Lee Wei-Na, and Kim Hee-Jung. "Lessons from the Rich and Famous: A Cross-Cultural Comparison of Celebrity Endorsement in Advertising." Journal of Advertising 34.2, 2005: 85-98 DRozario, Denver, and Frank K. Bryant. "The use of Dead Celebrity Images in Advertising and Marketing-Review, Ethical Recommendations and Cautions for Practitioners." International Journal of Marketing Studies 5.2. 2013: 1-10. Johnmark, Dakung Reuel, Katura James Israel, and Danladi Mabur Zumbung. "Celebrity Advertising and the Performance of New Products in Globacom Nigeria Limited." Interdisciplinary Journal of Contemporary Research in Business 6.4. 2014: 1-18 Petty, Ross D., and Denver DRozario. "The Use of Dead Celebrities in Advertising and Marketing: Balancing Interests in the Right of Publicity." Journal of Advertising 38.4. 2009: 37-49 Ruihley, Brody J., Rodney C. Runyan, and Karen E. Lear. "The use of Sport Celebrities in Advertising: A Replication and Extension." Sport Marketing Quarterly 19.3 2010: 132-42. Weisfeld-Spolter, Suri, and Maneesh Thakkar. "Is a Designer Only as Good as A Star Who Wears Her Clothes? Examining the Roles of Celebrities as Opinion Leaders for the Diffusion of Fashion in the US Teen Market." Academy of Marketing Studies Journal 15.2. 2011: 133-44 Read More