Download Marketing Management, VitalSource for Kaplan University

Promotional
Plan for
Cartridge
World’s
Subscription
Service
•
Cartridge World is implementing a new subscription service
•
We will be providing “Just In Time Delivery”
•
Example:
•
- A business or person is a regular user of ink cartridges and gets new cartridges
usually monthly or bi-monthly. They rely on the ink for printing needs and
require consistent deliveries on time each month to keep their business or
activities moving forward without hick-ups
•
To many different types of Cartridges to keep on hand which will fill the supply
closet, and want to reduce this to as needed product.
Introduction
Business
Advertisement
The Advertisement for our business clients to run in
Fortune 500 Magazine as well as promoted online
with Google Ads, and Social Media posts. We will
offer a 15% savings on their first order using the
new subscription service.
•
To reach our current and future clients we will advertise and
promote!
•
Example:
– Advertising in business magazines like Fortune 500, Wall Street Journal for
our Business customers as well as
– Google Ads, Facebook Ads and other online advertising to promote new
service
– For home based customers, we will advertise in magazines like Home Based
Business, local newspapers, as well as online advertising where it is the most
effective.
– Using online advertising through online magazines or social media allows for
analytical review of the number of responses received who click on the ad
which gives more information on which is more effective model of an ad.
Advertising Objectives
Personal
Consumer
Advertisement
The personal consumer ad just tries to influence the
customer to switch to save money. We also are
offering the same 15% savings when signing up for
the service.
•
•
Subscription Service advertising
avenues.
Online Advertising in
search engines, Like
Google & Bing
Example:
-Online is the most powerful form so the
majority will be this way including social
media
-
For business clients we will also
advertise in Fortune 500, and Wall
Street Journal.
-
For personal consumers we will
advertise in local newspapers, and home
based business magazines.
Advertising locations/methods
Magazines
for personal
customers
(Local
newspaper,
home based
business)
Magazines
for Business
(Fortune
500, Wall
Street
Journal)
Social Media advertising
•
Cost of Magazine Advertising
Advertising Cost
Business
Cost*
•
http://www.homebusinessmag.com/
pdfs/Media-Kit_Home-BusinessMagazine.pdf
Personal
Consumer
Cost*
Fortune 500
$72,300
NA
Wall Street Journal
$165,567
NA
25,300
25,300
NA
$1500 per
•
http://www.wsjmediakit.com/rates_
specs
•
http://fortunemediakit.com/rates2015/
•
http://nytmediakit.com/rates
Cost Comparison
New York Times
Home Business Mag
•
Goals of advertising and promotion
-
To increase sales and brand loyalty over the long run (Dhar, 2013)
-
Offer introductory savings on first order through the new system of 15%
off first order.
-
Have continuality across all marketing mediums showing the same similar
message whether in a magazine or an online ad they both relay the same
clear and concise message
-
To raise awareness of the new service and build on our brand
-
To gain more customers = SALES!!!
Goals to obtain through advertising
•
Google Analytics
•
Visi-STAT
•
Ask magazines for reader
feedback
•
Add 800 number to ad to
determine who sees the ad to
measure success rate
Measuring our Success or failure
-
-
-
Google Analytics helps you measure
your visits to your website, using a
specific link like the subscription
service will have will allow us to see
who is visiting that particular page.
Visi-Stat sends email updates of all
who have visited our website
especially when clicking through an
online ad, and allows us to reach out
to them via LinkedIn
Using a unique 800 number that is
only on a print ad allows us to
measure the success of the print ad
easier (Dhar, 2013).
•
Dhar, R. W. a. R. (2013). Marketing Management, VitalSource for Kaplan
University, 4th Edition. [VitalSource Bookshelf version]. Retrieved from
http://online.vitalsource.com/books/9781269309646/id/ch10lev2sec7
•
The New York Times Media Kit. (n.d.). Retrieved March 30, 2015, from
http://nytmediakit.com/rates
•
(n.d.). Retrieved March 30, 2015, from
http://www.homebusinessmag.com/pdfs/Media-Kit_Home-BusinessMagazine.pdf
•
WSJ. Media Kit. (n.d.). Retrieved March 30, 2015, from
http://www.wsjmediakit.com/rates_specs
•
Fortune Media Kit » 2015 Rates. (n.d.). Retrieved March 30, 2015, from
http://fortunemediakit.com/rates-2015/
Resources