Promotional Plan of TelePacific - Essay Example

? P4 MKT Table of Contents Table of Contents 2 Promotional Plan of TelePacific 3 Message 3 Advertisements 3 Media Calendar 7 Newspapers 7 Magazines 7Outdoors 7 Internet 8 References 9 Bibliography 10 Promotional Plan of TelePacific This study is all about the promotional strategy of TelePacific Communications which would help in creating awareness about its products amongst the target customers. The organization needs to have an effective promotional plan in place to increase its profitability, growth and sustainability in the future. Promotion is the only way to communicate the message of the marketer to its target customers. There are various media vehicles to do so, but it is important for the TelePacific Communications to analyze the most effective media vehicle of the state or country in which it is launching or expanding its business. A promotional message, advertisements and a one year media plan of TelePacific Communications has been has been discussed in this study. Message The overall marketing message for the promotional plant of TelePacific would be that the services offered by the company provides fast internet access to its customers along with other additional unique features included in it and TelePacific is committed towards offering high quality customized services for its clients according to their specific needs and requirements. Advertisements Advertising industry is considered to be the most exciting, creative, challenging and rewarding industry. It is unique in nature because everything is open to the world and people can see it and respond accordingly (Duncan, 2005, p. 1). Advertisements are primarily meant to have an influence in the behaviors and attitudes of people that would result in favoring the organization and its products (Janoschka, 2004, p. 12). It is necessary for a company like TelePacific that its approach towards promotion and advertising should be designed in such a way that it helps in building strong customer relationships, and creating brand awareness amongst people through integrated marketing communication (IMC). TelePacific needs to design and plan for its promotional activities in such a way which would help the organization not only to expand its customer base but also to retain its valuable existing customers. It should be able to communicate to its customers the differentiating factors incorporated in its products and services which are unavailable in the products and services offered by any other companies in the market. In a nutshell it needs to strengthen its competitive advantage in the market through all its promotional efforts using various means of advertising through different media. The company has to advertise its website using those advertising media through proper blend of traditional and digital options. The top two products or services that have been identified for TelePacific include its voice services and data networking services. The company has a competitive advantage over its competitors on these two services offered by them. Hence, the promotional activities and the corresponding advertisements need to be focused on these two services. Various media can be utilized by the company to advertise its services. The company needs to promote its website to create awareness amongst people about its different types of services and products with its primary focus on the two services as mentioned before. The advertisements will be as such that it would help to promote its services through cross-selling between digital and traditional options. Two such advertising options for the company which would help to advertise its website includes an advertisement in a magazine (Figure - 1), and advertising in the form of a banner (Figure - 2). Apart from Nevada and California, TelePacific is planning to expand its business at Texas as well. Hence, its promotional activities will be primarily focused on its target customers based on Texas. It would also help to retain its existing customers at Nevada and California. The two advertisements prepared for TelePacific are as shown below: Figure – 1: Magazine Ad Figure – 2: Banned Ad Media Calendar In order to promote its products and services TelePacific needs to organize its promotional activities and plan in a proper way to make its advertisements effective for the company. A one year media calendar has been prepared for TelePacific to promote its products and services as shown in Figure – 3. Four media vehicles have been chosen for its advertisements. They are: a) Newspapers, b) Magazines, c) Outdoors and d) Internet. Since the company is engaged in the business of providing services related to telecommunications and various other services related to internet, it needs to have a good hybrid between the online and tradition media platforms to reach out larger number of people. Newspapers Two newspapers would be chosen by the company to publish its advertisements. The newspaper ads would mainly be published on a weekly basis uniformly distributed throughout the year as shown in the media plan in Figure – 3. Magazines TelePacific would be involved in publishing its advertisements in magazines as well. One trade journal related magazine would be chosen by the company and the advertisements would be published on a monthly basis on the magazine for nine months starting from fourth month onwards. Outdoors The outdoors advertising of the company and its products would be done taking help of banner ads. Three banners would be used which would be come up in the months of March, July and November in the forthcoming year (Figure - 3). Internet Internet media would be utilized to advertise its website and the services offered by the company through social media websites and Google advertisements. Social media consists of communicating with people that belongs to all forms of social communities that are found online. Some of the examples of social media communities are virtual worlds, forums, social news companies, social networks, etc (Tuten, 2008, p. 33). Mainly social networking sites would be utilized by TelePacific to advertize its products and reach out to greater number of people who are using social networking sites now a days. The other means of promoting the website of TelePacific would be through Google ads. Advertisements of TelePacific would be available in the Google ads as well. With the help of this media calendar the company can organize its promotional activities in the most effective and efficient way. It would help the company to have a proper blend of traditional and digital media platform and creating brand awareness about its products and add to the profitability of the company with increased revenues generated in the forthcoming years of its operations. Figure - 3   Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Newspapers                         Newspaper ad 1   3 4 4         4 4 5 6 Newspaper ad 2         5 5 5 5         Magazines                         Magazine ad 1       1 1 1 1 1 1 1 1 1 Outdoors                         Banner ad 1     1                   Banner ad 2             1           Banner ad 3                     1   Internet                         Social Media ad 1 1 1 1 1 1 1 1 1 1 1 1 1 Social Media ad 2 1 1 1 1 1 1 1 1 1 1 1 1 Google ad 1 1 1 1 1 1 1 1 1 1 1 1 References Duncan, T., 2005. Principles of Advertising and IMC. 2nd ed. New Delhi: Tata McGrawhill. Janoschka, A., 2004. Web Advertising: New Forms of Communication on the Internet. Amsterdam: John Benjamins Publishing. Tuten, T. L., 2008. Advertising 2.0: Social Media Marketing in a Web 2.0 World. Connecticut: Greenwood Publishing Group. Bibliography Janoschka, A., 2004. Web Advertising: New Forms of Communication on the Internet. Amsterdam: John Benjamins Publishing. Levinson, J. C., & Gibson, S., 2010. Guerrilla Marketing for Social Media: 100+ Weapons to Grow Your Online Influence Attract Customers, and Drive Profits. California: Entrepreneur Press. Read More