Creative Marketing Campaign: XYZ 5P Marketing Strategy (Research Paper Sample)

Creative Marketing Campaign
Student’s Name
Institution Affiliation
Creative Marketing Campaign
Executive Summary
The project develops a marketing campaign for an invented XYZ local company that aims at attracting more customers by creating awareness to the outside world on their products and services. Due to rapid technological innovation taking place, a creative marketing campaign will be designed that applies all integrated marketing communication concepts that are relevant to the target population. The fact that several marketing campaign platforms and strategies can be used in achieving the set target, the project will focus its locus on two leading platforms. The project will major its discussion on print advertisement and social media campaign. The two platforms were selected because of the rate at which they can reach people and the influence they have on people. The project will critically analyze each platform to come up with an appropriate strategy that will help in creating the right marketing campaign for the company. Additionally, the project will explain the role played by each platform and how a marketing campaign strategy can be integrated so that to attain the set target of the company. Examples of print media will also be posted that show exactly how posters will look like and where they will be published.
Introduction
Marketing is one of the business operations that an organisation has to take into consideration as it is responsible for creating awareness among the public about the business and products and services that the business entity handles. Businesses use various marketing strategies so that to be able to stand out and compete in the market. New business entities need to come up with an appropriate marketing strategy that will be able to reach a large number of people thus creating an awareness of the company and products and services. For instance, XYZ Company is an invented Company that is aiming to get into the business world and offer their products and services. XYZ Company has structured in a manner that it has all that it has specified all its departments according to specific work and action to be done. It also has various strategies that are used in conducting particular activities in each department and general for the Company. The marketing department has a general marketing approach that they use in developing and deducing new strategies that help improve the marketing approach of XYZ. For instance, XYZ uses the 5P marketing strategy in making sure that they are relevant in the market and take into consideration the necessary procedures that help them succeed in the competitive market.
XYZ 5P Marketing Strategy
The 5P’s at XYZ Company represent Product, Place, Promotion, Price, and People. The company uses the approach in making their business relevant in the market and also making sure that they are in the right industry and selling their products and services to the right people (DUERMYER, 2018).
Product: The main product of XYZ Company is fresh foodstuffs. Fresh foodstuff comprises all foodstuffs that are naturally grown in a farm and are consumed fresh without any additives. Fresh foodstuffs have a positive attribute to the human body as they boost the immunity of an individual’s body. The products are unique and different from the canned foodstuff offered by our competitors as they use preservatives to preserve the foods which have side effects on the human body.
Price: Since the XYZ Company deals with several naturally produced products, it means that each product has its price. The price tags are competitive in a manner that consumers are comfortable spending money on the products without straining.
Place: The fact that the XYZ Company deals with fresh produce from the farm, it means that they are centrally located where they can easily access their farms. For this reason, consumers can easily access their shop outlets to shop, or they can also order the product online via XYZ official website and have their products delivered to their doorstep when still fresh.
Promotion: XYZ Company will use various marketing strategies in advertising and creating awareness about the products and services offered. The company will use social media platforms, posters, and online broadcasting platforms. The platforms will also have a channel that will allow the consumer to ask questions and inquiries about different products and services offered.
People: XYZ Company has a wide range of people that are directly involved in the day to day operation and success of the business. The company has loyal employees who are dedicated to their work and offer quality services to their consumers in all sectors and departments of the company. The company has a well-monitored supply chain that ensures that products are sourced and delivered to the customer within the required timeline.
With the above structure, XYZ Company is aiming at developing a creative marketing campaign that will be able to attract a high number of potential customers to their business. For the company to achieve the set goal of reaching a large number of potential customers, a well-structured marketing campaign will be designed that will take into consideration all the required structures that are aimed at publicising the operations of the company. At this point, the project will major its marketing campaign for using the social media platform and print media strategies. A critical analysis of how the two approaches will be used in creating a creative marketing campaign that will be in the position to attain the set targets of XYZ Company.
Print Advertising Campaign
Print media is an industry that is responsible for collecting, printing and distribution of information or rather news through the printouts. The facts that print media is used to distribute information and news to different people, it means that it can reach many people of varying caliber. For this reason, print media poses to be a suitable method that can be used by an organisation in the marketing of their products and services.
Objectives of Print Advertising Campaign
The fact that prints media mostly deals with printed information and news on hard copies; it means that there are a few selected individuals who are interested in the published report. Print advertisement campaign aims at reaching individuals who depend on printouts for information. Since printouts are believed to contain authentic information, a large number of professionals who trust print out will be able to get the information thus giving it a chance. For this reason, the company will be targeting a particular group of individuals who trust print out information. Some printouts like posters and billboards will aim at attracting a potential consumer who is not able to access information from bought printouts like magazines and online platforms like social media.
Print Media Used for Advertisement
There are various types of print media that an organisation can use to market and create awareness among the public on their products and services. However, all the printouts cannot be used due to different reasons that pose to some printouts. For instance, a print media that is periodical is not suitable as it will only advertise after a particular period. However, a print media like newspaper, flayers, scholarly journals, business handouts, posters, and billboards are examples of print media that will be used in advertising XYZ products and services. The reason as to why the named are suitable for advertising is because they are frequently produced and are easily accessible by anyone. Billboards are not often presented, but they are ideal because they are placed in a public place for everyone to see it and can stay at that point for a long time.
Evaluation Metrics and Message Evaluation
Since the organisation will have invested in the print advertisement strategy, it means that the company will need to know if the strategy is working or not. For this reason, evaluation of the model will be essential as it will be able to determine the progress and success of the Company. Various evaluation methods will be put in place that will measure the accuracy and activity of the printouts and also measure the accuracy and validity of the message posted on the printouts. According to a research conducted by Tavish Srivastava (2016), he came up with several models that can be used in evaluating error in models. Basing on the study at this point, Area under the ROC Curve (AUC-ROC) model will be used to assess the success of print out campaign (SRIVASTAVA, 2016). The evaluation method bases its findings on responders where at this point consumers will be the responders by either placing an order or calling to inquire for more information on the company. If there is no or a few calls for inquiry and purchases made within the study period, it shows that the approach is not performing as there are no results posted. However, if there is an increasing number of inquiries made and purchases done, it shows that the approach is a success as it has yielded significant results.
On the other hand, sales will also be evaluated depending on the number of requests made from printouts. Monitoring sales that are made from a print out will be made by providing a specific number that is only for printouts and also a website link that is just meant for printouts. It is at this point that key performance indicators are examined to know and understand their roles. Carolyn Edgecomb (2017) argues that sales revenue, customer value, customer to lead ration and lead to customer ratio are the appropriate measure that is used to evaluate sales made from the marketing of a product (Edgecomb, 2017). A positive index from the named indexes shows that the marketing strategy in place is viable as it is producing results.
Social Media Campaign