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British Airways Cuts Expenditures - Essay Example

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Summary
Taking-off for a new height, fly with us" is an apt tag line for the current British Airway's situation. A take-off is a very positive move, although it necessitates a temporary halt. This promotional theme is very apt for the company as first, it is an airline company and second it is experiencing a halt in its growth…
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British Airways Cuts Expenditures
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Promotions "Taking-off for a new height, fly with us" is an apt tag line for the current British Airway's situation. A take-off is a very positive move, although it necessitates a temporary halt. This promotional theme is very apt for the company as first, it is an airline company and second it is experiencing a halt in its growth. The halt in growth or actually a decline in performance can be seen as a temporary one by the public, depending on how British Airlines makes projects it.
The elements of the promotion mix are personal selling, sales promotion, public relations, direct mail, trade fair and exhibitions, advertising and sponsorship. (Marketing Teacher Ltd ).
One of the ways to promote is through contests (The New York Times Company).
"Contests offer an attractive marketing vehicle for small business to acquire new clients and create awareness" (The New York Times Company).
British Airways can conduct a contest on the best story of flying experience by its customers. Particularly, it should tackle about the values that can be earned from those experiences. This contest will be open to all; however, the entries should be coupled with at least a round-trip ticket for the last 3 months and for the succeeding months. Particularly, it should be a story telling about taking off to new heights in life-may it be a flying story of a person who decided to leave his family to study or work abroad or simply conquering the fear of heights.
The step by step process would be:
1. The target audience is mainly the loyal customers of British Airways. This is comprised of the people who have become a priced possession for the company. Thus, it is very important to protect them from the negative impact of bad publications, which means that they should always have a good impression towards the company.
2. The objective of the campaign is to retain its current customers and also to portray an image of strength, vitality, family and good values for the company.
3. The promotional budget is just small for this promotion as there is not much equipment necessary for the production. Collection of the entries can just be placed in British Airways ticketing offices.
4. "Your message strategy consists of a positioning statement and three support points. They address key target market problems by stating a benefit; i.e. why the target market should care about your product, service or company. A message strategy can be extremely detailed and is like a recipe for all marketing communication" (Lawson Abinanti). The contest can be used to promote the values of the company, thus creating a strong tie between the customers and the company despite the financial difficulty-after all; it is just a take-off preparation for greater heights.
5. The media strategy of the promotion can be as simple as the radio or leaflets to be given in British Airways ticket office. Television commercials can also be a very good help, especially to reach specific target audiences.
6. To monitor campaign effectiveness, British Airways can monitor the number of entries and the sales more expediently.
During this time of financial difficulty and bad publicity, British Airways can work on customers' loyalty, which covers fears and doubts.
Works Cited
Lawson Abinanti. "http://www.messagesthatmatter.com." 26 July 2009 .
Marketing Teacher Ltd . http://www.marketingteacher.com. 26 July 2009 .
The New York Times Company. http://sbinformation.about.com. 26 July 2009 . Read More
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