Promotional Campaign
Promotional and advertising campaigns have always proved to be beneficial to companies in relation to increasing sales and generating profit. As a new market entrant the business intends to attract of as many customers as possible. The more effective the promotional campaign is, the more opportunities it has to draw consumers.
Cupcakes are a niche market in the culinary business and they are on the rise, based on trends for cakes in the market. Cupcakes are a desired product for most ages and genders. In order to open successfully and be able to operate as the main cupcake business in Scarborough, the business will ensure that its products are the best, and different, in taste and quality from the competitors.
The business has opted with inexpensive, though successful, means of advertising in order to save costs. The strategies the business will be looking at are predominately: Distribution of Flyers, Free Sample Testing, Social Media Marketing, Website, Local Newspaper, Scoopons and Loyalty Cards.
Cupcakes are a niche market in the culinary business and they are on the rise, based on trends for cakes in the market. Cupcakes are a desired product for most ages and genders. In order to open successfully and be able to operate as the main cupcake business in Scarborough, the business will ensure that its products are the best, and different, in taste and quality from the competitors.
The business has opted with inexpensive, though successful, means of advertising in order to save costs. The strategies the business will be looking at are predominately: Distribution of Flyers, Free Sample Testing, Social Media Marketing, Website, Local Newspaper, Scoopons and Loyalty Cards.
Distribution of Flyers
Figure 9
Flyers will be distributed to patrons and notices at the local shopping malls. A letterbox drop in the local area is relatively cheap and this will take place within three months of the opening of the business. The content of the flyer will focus on the high quality products and services offered, commitment towards customers, hours of operation, website address, location address and contact number.
Free Sample Testing
There will also be a free sample tasting of ‘baby cupcakes’, conducted in the local shopping malls such as the Scarborough Town Centre and Karrinyup shopping malls. One of the staff members will be dressed as a cupcake mascot, distributing the cakes to patrons with a small flyer.
Furthermore the business will donate free cupcakes at local charity events so that the business will be established as a sponsor. Nobody knocks back free cupcakes!!
Furthermore the business will donate free cupcakes at local charity events so that the business will be established as a sponsor. Nobody knocks back free cupcakes!!
Social Media Marketing
Figure 10
In this day and age Facebook is a good platform for inviting customers. The business will create a Facebook page where customers can congregate, share their views, ideas, provide feedback and post their blogs about our business.
Website
As a new business a simple website, offering general information about the business and an online ordering system, will be available. Nowadays almost all businesses have websites and people are fond of using the internet to research businesses. If they cannot locate information about our business it may deter potential customers.
Local Newspaper
Figure 11
Advertisement in the local newspaper, featuring a small coloured announcement, will run parallel to the flyer distribution strategy, operating on the same time frame. The Stirling Times is the local newspaper for the area, and will provide greater local coverage for the publicity campaign. The content of the advert will contain information about the business, including location and opening date.
The local newspaper can also generate some free publicity. For example, articles about the owners of the business, so that the community can create a bond with the business prior to opening. This type of publicity allows for the business to cut some costs with the publicity campaign, and because it is a local newspaper the articles will be directly relevant.
The local newspaper can also generate some free publicity. For example, articles about the owners of the business, so that the community can create a bond with the business prior to opening. This type of publicity allows for the business to cut some costs with the publicity campaign, and because it is a local newspaper the articles will be directly relevant.
Scoopons and Loyalty Cards
The business will provide ‘Scoopons’ to customers, and loyalty cards to regular customers, to ensure that customers come back to the business as it is beneficial to maintain existing customers rather than attracting new customers.