Strategic Marketing - Knowledge Assessment
Next, the General Merchandise store is contemplating using consumer promotional tools to increase sales of their gardening gloves this coming season. The most common consumer promotional tools include Coupons, Premiums, Contests & Sweepstakes, Refunds and Rebates, Product Sampling, Bonus Packs, and Price-offs. Which of the consumer promotional tools would you advise the management to use for each of the target markets listed below? And why?
Females, ages 60 +
Teenagers, ages 14 to 19
Kids, ages 5-13
You are the marketing manager of a major clothing retail store in a local community. The management of your organization wants to sponsor and physically promote their products at a local children's event next summer. As the marketing manager, what key questions do you ask yourself when planning the event? What form of event marketing strategies do you think you should have, and how would you implement the strategies? In an effort to positively influence consumers' and other stakeholders’ views of the company and improve its brand image what cause-related marketing or green marketing would you suggest to the management that the organization implements in the community? For this assignment, do not simply define concepts; instead, discuss the relevant underlying concepts and relate it to the scenario you are provided in the questions.
Sample Solution
Females, ages 60+
- Coupons: Coupons can be a great way to encourage females in this age group to try a new product or to buy a product that they already like. However, it is important to make sure that the coupons are easy to use and that they are for products that are relevant to this target market.
- Product sampling: Product sampling is another great way to introduce females in this age group to new products. This can be done through in-store demos, events, or direct mail campaigns.
- Bonus packs: Bonus packs are a great way to offer females in this age group a value-added product. For example, a clothing store could offer a bonus pack of gardening gloves with a purchase of a gardening shirt.
Full Answer Section
Teenagers, ages 14 to 19- Contests and sweepstakes: Contests and sweepstakes are a great way to engage teenagers and to generate excitement about a product. For example, a clothing store could have a contest where teenagers can submit photos of themselves wearing the store's gardening gloves for a chance to win a prize.
- Social media marketing: Social media marketing is a great way to reach teenagers and to promote gardening gloves. Clothing stores can use social media to share photos and videos of teenagers wearing the gloves, to run contests and sweepstakes, and to offer exclusive discounts.
- Influencer marketing: Influencer marketing is another great way to reach teenagers and to promote gardening gloves. Clothing stores can partner with teenage influencers to have them promote the gloves to their followers.
- Product sampling: Product sampling is a great way to introduce kids to new products, such as gardening gloves. This can be done through in-store demos, events, or direct mail campaigns.
- Bonus packs: Bonus packs are a great way to offer kids a value-added product. For example, a clothing store could offer a bonus pack of gardening gloves with a purchase of a gardening outfit.
- Partnerships: Clothing stores can partner with schools and other organizations to promote gardening gloves to kids. For example, a clothing store could donate gardening gloves to a local school in exchange for the opportunity to promote the gloves to the students.
- What is the goal of the event? Do you want to increase brand awareness, generate leads, or drive sales? Once you know your goal, you can develop a plan to achieve it.
- What is the target audience for the event? Once you know your target audience, you can tailor your marketing messages and activities accordingly.
- What type of event will be most engaging for your target audience? Consider hosting a gardening workshop, a scavenger hunt, or a contest.
- What resources do you have available? Consider your budget, staff, and time constraints when planning your event.
- Host a gardening workshop. This is a great way to teach kids about gardening and to introduce them to gardening gloves. You can provide all of the necessary materials, or you can have kids bring their own gloves.
- Organize a scavenger hunt. This is a fun and interactive way to get kids involved in the event. You can hide gardening gloves around the event area and have kids work together to find them.
- Run a contest. This is a great way to generate excitement and engagement. You could have kids enter a contest to win a pair of gardening gloves, or you could have them submit photos of themselves wearing the gloves for a chance to win a prize.
- Partner with a local gardening club. The clothing store could donate gardening gloves and other supplies to the club, or it could offer discounts to club members.
- Sponsor a community garden. The clothing store could provide financial support to a local community garden