Publicity and Promotion Plans - Essay Example

One can see publicity as informing people that something exists without necessarily marketing it, though it is hard to do that. On the other hand, marketing is seeking to scoop profits after taking some selling actions.

There are many ways in which companies or even individuals could use publicity for the good and profitability of their products. For instance, sponsoring an event is a common practice among many companies whereby a company will ensure that in a particular event, its products are introduced. All the people attending the event are introduced to the product, and in some cases, the company could make some sales (Sako, p.22). In this case, Choco-pop could decide to be involved in an event, especially one that has adults aged between 30-49 and those that have no complaints about peanuts.

An additional method would be staging a debate where people from all walks of life would throng avenues and participate. During this event, one of the company’s representatives could take some time to explain to the audience about a product. (Burnley p.108) noted that if publicity is done in the right manner on the appropriate audience, it could increase the sales volume. That is to say, a company has to be conscious of the target before publicizing. In the case of this product, it is pretty obvious young people love these products as well as debating. Hence, pairing the two would be a fantastic opportunity to make Choco-pop known.

Offering incentives is another sure way of publicizing a product, which is never as expensive as real advertising, especially through that media. The essence of encouraging publicity is making people talk about a product as much as possible. Mostly, the reason a company struggles with marketing a product is the tendency to overlook the power of publicity (Burnley p.109). During these events aforementioned, the company will be offering some incentives to some members of the public to encourage promotion.

Promotion plan

Having elaborated ways, that the firm could capitalize on, the plans in the promotion could include offering referrals. For instance, there could be banners on certain websites indicating the product with the site owner receiving a small commission for every purchase made through the site. Additionally, the printing of flyers and posters could also prove beneficial in the marketing of this product, as it would not only create awareness but sales as well. According to Stone and James (p.129), the essence of promotion is to familiarize the market with the product as much as possible. Whenever this happens, the product starts creating its market share, which leads to increased sales and eventually, dominance if the company keeps improving it

Finally, cold calling is also possible albeit with some challenges especially if the person tasked with it has poor interpersonal skills. This method involves calling people who are strangers or even visiting their homes. However, regarding this product, calling is better and the people targeted would be those in the social classes of A, B, and C and reside in the urban areas. By using the above methods, this product would motivate the target market, as there would be a feeling of confidence (Stone & James, p.130). People targeted would see committed individuals who have confidence in their products. Read More