By using the Harvard style of writing, submit a 3 pages (750 words) on Advertising.
Portfolio Task: Flyers, leaflets, brochures & direct mail
You must produce 3-5 ideas for each format plus 500 word justification per task. Based on a previous project where I choose the brand Mountain Dew and I reliesed it on a mineral citrus flavoured water new market, now I have to do minimum of 3 and maximum of 5 ideas of print adverts (flyers, leaflets, brochures or/and direct mail) that illustrates how I am going to make this new product from Mountain Dew be seen as a healthy drink and will impress my target audience and make them buy it. The target audience/market should be specified in the brief. This is my first idea, but it should be changed:
"Flyers & leaflets for Mountain Dew new product"
Printed flyers and leaflets are one of the most popular and known ways of promoting a business, a product or a service. In the beginning, it is a very useful and cheap way to advertise so you can reach new customers or engage the existing once with the new product. Another advantage is that you can target your audience/market through placing the right information directly into their hands or in front of their eyes (Marketing minefield, 2016).
The response rate is between one and two percentage. (Marketing minefield, 2016). Nevertheless, the designs of the flyer including size, type, looks and feel and the distribution method all have an impact on the existing and potential customers.
Our new product is Mountain Dew Mineral bottled water with a slight citrus taste. Consumers are seeking for healthier products, however, the taste of the product still matters. Flavoured water is, on the one hand, a healthier substitute for fizzy drinks. On the other hand, a tastier alternative for unflavoured mineral water.
What we need for our new product is to create a successful and effective flyer or/and a leaflet with content that can stand out on its own. However, it is necessary to get through all of the next components:
Choosing the type:
The leaflets and flyers usually come in all sizes from a full page to a quarter page. It depends on you budget and on the place you want to distribute it (Enterprise Nation, 2016). For our new product we will use half page (A5) because we believe it is the best one to promote a new upcoming product from a well-known existing company. It also has enough space for the information we want our customers to receive from it (Vista Print, 2016).
Designing the leaflet/flyer:
We thought of keeping it simple by having a catchy heading, but being specific with the rest of the content. To also include an image of the new product that stands out and to induce the customer through out the benefits that it is healthy and necessary (Marketing minefield, 2016).
All the ideas are based on AIDA formula. We want to Attract readers’ attention, to generate Interest of the product, to create readers Desire of what we are offering and to ask for Action.
Distribution:
There are numbers of methods to consider, such as distributing them on their own or with other leaflets, placed in magazines, through letterboxes, placed on car windscreens, handed out to passers, left in public places and so on (Enterprise Nation, 2016). Our flyers will be placed on the doorknob and some leaflets, later on, will be placed within a health magazine.
Tracking the results:
The effectiveness of the leaflet/flyer can be tracked through using different phone numbers or promotional code (Marketing minefield, 2016). On our flyers is a promotional code that you can use to win a free bottle and this is a way for us to monitor the response rate and the success of the campaign. Also, we can generate feedback and engagement through our website, facebook and Instagram platforms. They will be on the information part of the flyer so customers can like and share our page.
For our company, leaflets and flyers are a great marketing solution because we need to keep costs down but I the same time to maximize the reach. For all that, it needs to be over a long period of time to make it profitable. Flyers and leaflets are key components in the marketing plan, but we are also going to look towards a distribution on a regular basis (Enterprise Nation, 2016).
The brief illustrated above should specify the target market, the competitors, tone of voice, the position of my brand in the flavoured water market and the benefits. Like a profile of the new product. Also to find the Unique Selling Point of the product. All of the information must be followed by references. I have to use mintel or any other academic journals. I do not have to make the prints, all I need is to describe the ideas and to show how it will work.