Abstract:
Marketing mix is a very essential component of the Marketing Strategy for a product. This concept can help make Tree Ties a very attractive product. In order to fully grasp every aspect of Marketing Strategy this paper will define each element of integrated marketing communications and discuss the pros and cons for each element as well as reveal my imc approach for Tree Ties and the rationality behind the approach.
Part 1: General Research:
The Communication Mix:
Advertising is the “non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media," according to Bovee (as cited in Taflinger, 1996). Because advertising is not personal, it is aimed at the general population. There is less consideration for the various target segments, with the advertising message. It is designed to reach large masses, which may include various market segments. Direct marketing is “a process of identifying likely buyers of certain products and promoting the products accordingly” (Ling & Li, 1998). Direct marketing differs from advertising, in that target segments with common characteristics are identified. The message is then tailored to the group, which shares the common characteristics. To identify a group with common characteristics, firms often used methods of data mining. Data mining can allow the organization to choose who to tailors its message to and the best methods for reaching members of the target audience.
Personal selling can be defined as “the process of assisting and/or persuading a prospective customer to buy a commodity or a service or to act favorably upon an idea that has commercial significance to the seller,” according to Koschnick (as cited in Backstrom, 2008). Personal selling include a tailored message. However, unlike direct marketing, it is directed at the individual, rather than a specific group of individuals. The message may change or take on a different approach, with each individual. While personal selling is tailored to the individual, it generally is not suitable for a mass media campaign.
Sales promotion may target specific groups or it may target a number of consumer groups. It focuses on highlighting the value of a product or service. Sales promotion is “any of a variety of techniques designed to offer purchasers an extra inducement to buy in the form of value or benefits beyond those offered by the product being purchased” (University of Dayton, nd). Sales promotion is typically aimed at a larger group of consumers and usually does not change, based on consumer segmentation. Sales promotion fails to consider needs of the individual consumer.
Public relations involves “shaping the public image of the organization, by generating positive messages about it” (The Princeton Review, nd). Public relations can involve marketing campaigns and messages, but often includes information about how products or services can make the lives of consumers better. Public relations may focus on other processes within the organization, such as its ethical or philanthropic behavior. It is a process of gaining wide acceptance. However, public relations cannot make up for poor customer service or low perceived product quality.
PART 2: Application to Product/Service
Product Description:
Tree Ties is a yard decoration company that plans to sell decorative ties, which are placed directly on trees. As a fun and innovative way to perk up a yard, garden, or even building interior, Tree Ties wants to ensure that the product is targeted to the best and most viable audiences possible. The market segments we plan to target are gardening enthusiasts, homeowners and gift givers. Resellers are another segment that will also serve as a channel for distribution. The reseller is approached differently from the person with the home or garden, as the product will be viewed in terms of potential profit.
Integrated Marketing Mix:
Direct marketing is a suitable method for marketing Tree Ties, to the various market segments. The segment of gardeners will have a different set of characteristics from homeowners. While both segments may want to improve the look of the outdoor space, gardeners are more likely to pay great attention to detail. They are more likely to appreciate a means of decorating trees and the lawn, that does not cause any harm. Homeowners in general, are likely to value Tree Ties for their ease of use and sense of fun. Both email and direct mail are means of reaching target audiences, through direct marketing. However, many consumers do not appreciate unsolicited email. “Unsolicited commercial e-mail has potentially become a significant problem in direct marketing that can negatively influence consumers' attitudes” (Morimoto & Chang, 2006). Because the gardening enthusiast segment often makes purchases at the local garden center, only those consumers who have agreed to accept promotional emails from the garden centers, will be targeted with offers from Tree Ties.
Direct mail is a suitable method for targeting gardeners and homeowners. Data mining techniques can be used, to gather information about purchasing habits, in stores wherelawn decorations are sold. Data mining is also suitable for determining the most suitable resellers of Tree Ties. Those stores where larger quantities of lawn decorations are in demand are more likely to be receptive to Tree Ties, as they are more likely to see the potential for profit. Stores that sell environmentally-friendly lawn and garden products are suitable resellers as well. They can promote Tree Ties as environmentally-friendly products that are reusable.
Without knowing the motivations behind purchasing decisions, for each consumer, personal selling is not a good choice for promoting Tree Ties products. Usually, this involves establishing a personal relationship with each consumer. For small ticket items like yard or lawn decorations, personal selling is not cost effective. Advertising, in the form of videos available through social networking sites, are effective in reaching a large number of consumers, in both the gardening and homeowner categories. Videos can show the various market segments, how the product meets their needs. The video is an advertising tool that is best used “after gathering information about the customer’s problems” (Johnson, 2007).
Easy application may be a solution to some homeowners’ problems. Ability to choose different colors or patterns may solve a problem of color coordinating outdoor spaces.
The video can be easily formatted, for a variety of media, such as online social networking sites and television. If one form of media does not prove to be effective, the video demonstration can be used in another. The video demonstration is also useful for publicrelations, where Tree Ties representatives may be available to promote products.
Sales promotions will also be used in the marketing mix. Promotions are useful forreaching specific groups. Promotions for gardeners can include a ‘tie of the month’ type of promotion, with a new tie each month, for a low cost membership. Homeowners whodecorate for Halloween, Fourth of July, Christmas, Easter and Valentine’s day, may be interested in a specially priced ‘holiday collection.’ This type of promotion will also make a great housewarming gift, for new homeowners and young couples.
While public relations methods can be used to increase brand awareness, they must also consider the image, that Tree Ties wants to portray. As an environmentally responsible product, Tree Ties can be promoted at various community events, such as earth day celebrations, green product conventions and similar events. Booths may also be set up at garden centers or home improvement stores that hold various educational clinics or events. Tree Ties should also be promoted as fun way to decorate the lawn and show offone’s personality. Home decorating shows may be another venue for public relations efforts.
The Marketing Message:
Though Tree Ties products are being marketed to different segments, the message should be fairly consistent, through various forms of media used. The benefits of Tree Ties, for all consumer groups, should include individual expression, sense of pride, ease of use and low cost. Depending on the personal needs or views of various groups, some aspects of the message will related to them more than others. For gardeners and homeowners, both individual expression and sense of pride are common messages that are equally valued.
Ease of use is an aspect of the message that may be more valuable to some members of both gardener and homeowner segments. Elderly homeowners and gardeners may appreciate a simpler tool for decorating the lawn, that does not include stooping or bending.
Parents of children, who want to have some fun decorating the lawn, may also find this a desirable aspect of the product. Price is likely to be a favorable aspect for all market segments, as gardening and lawn decoration supplies can be very costly. It is not feasible to change the packaging, from one market segment to another. Therefore, the message should highlight the pride and individual expression benefits. Price may be a deciding factor, so it should be clearly displayed, though not necessarily highlighted.
Marketing communications with resellers should focus on price, as this feature may help resellers determine how much product they may be able to sell and at what price point. Consumers will already be aware of the value of the product to them and they will most likely be directed to resellers, who plan to carry the item in their stores.When they realize how inexpensive the item is, they may be more likely to purchase morethan one or purchase additional products as gifts. Demonstration videos, available through the website and social networking sites, will show the various color options and how easythe product is to use. This method of promotion serves to reinforce the marketing message.The web site will also provide a means of communication and an online catalog. Consumerswill be able to choose all the color options available, as well as ask any questions about the product. Those who choose not to purchase directly from the web site, will already be aware of products and what to look for in stores.
Measuring Advertising Effectiveness Pretest and Post-test Measurement
There are many means of measuring advertising effectiveness. Pretests and post-tests are utilized to measure advertising effectiveness and work well for printed material (umass.edu, nd). Therefore, readability tests will be performed, with printed mail advertising. Post-testing will use the inquiry method, to measure the number of product inquiries made.
The inquiry method can be used for online advertising, by measuring the number of visitors to the web site. Those who receiving advertisement emails and printed material may visit the site, after reading the ads. Social networking sites may also refer visitors to the web site.
Consumer Survey:
While site visits can measure advertising effectiveness, they do not necessarily break down visitors by category. Site visitors will also be given the opportunity to complete a consumer survey online. Consumers who complete the online survey can provide feedback such as factors that influenced their choice to purchase Tree Ties. Price, relevance and other personal reasons for purchase help gauge advertising on a different level. Rather than simply evaluate printed or other advertising simply by recall or awareness; the survey can measure how well advertising speaks to various consumer groups. “Research that begins with the perspective that advertising does something to consumers treats advertising as an independent variable and advertising response as the dependent variable” (Pavlou & Stewart, 2000). While site visits measure interest, sales measure the degree in which advertising or Promotions may influence purchasing decisions. The consumer survey pinpoints the various aspects of the advertising message that mean something to consumers.
Focus groups:
Focus groups are often used to test ideas or to gain thorough insights into a specific research question. They are also useful for measuring marketing effectiveness. They allow participants to voice opinions about how and why specific forms of advertising are meaningful to them. “Focus groups do not simply answer questions; they discuss issues and formulate ideas” (University of California, nd). Focus groups that consist of homeowners and gardeners, as well as online and in-store consumers, can help marketers refine the various forms of advertising used and perhaps even identify new forms of advertising, that may be more effective.
References:
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