Slide 7- Marketing and Promoting

• set our budget to 5000 pounds
• therefore, try to cover as many of our target audience as possible under that budget
• need to be as effective as possible ( otherwise, waste of money)
• using the communication mix diagram to outline our marketing plan
• also using the 4 p's to analyse our marketing strategy
• We have established our target market to be medium-large commercial and cooperate businesses. with a high average income. Mostly would be regional but we are also aiming to expand our business to a more national based client group. Also, as this is branding design comnay.... most businesses that will be needing an identity and branding would be ones which are starting up

the 4 p's

• Product - our Graphic design services mentioned in the previous slides
  
  
  
  
• Pricing - we have already aimed to charge for our services less than our competitors with the 10 percent discount in the first year
  
  

Place - our advertisement are specified in the wanted areas of our target audience. eg. yellow pages, local news paper etc.

Promotion -...........

I would like to demonstrate this by using the communication mix diagram

advertising, this is where the most of our budget would be spent. we intend to advertise ourselves in the Yorkshire post and the yellow pages aimes for the more local client base. Then for a more national base group we intend to advertise with a broadsheet newspapers such as the Guardian as our target audience are most likely to be broadsheet readers and businessmen.

We also wanted to advertise ourselves in design magazine as to get our names out these with all our competitors and on top of that submitting our work ( with an agreement with our client) to magazines such as Idn, Grafik in order to get published.

the costings or these ads vary. For example, for an ad a size of a large business card in black and white in the yellow pages is 351 pounds. For an Idn magazine, we contacted their ad team and for a full page advertisement and a 70% offered discount, the ad would be 1107 pounds but the time scale, readers, location would also be different. the yellow pages is an annual publication where as Idn is quarterly. The purposes of each ad could also be very different, yellow pages for direct client contact where as an ad or a publication in a design magazine would give us the reputation which would be drive the clients to pick us over our competitors.

The most common way for people now aways to search for anything is google. te word is even in the dictionary as a verb!

We could, without extra costs, put in certain key words on our company website so that when people type in common words, anything related to graphic design, our website would be on the first page.

competition briefs is also another one of our promotional strategy. nothing is better than a good reputation. people don't like to be spend hours and hors going through every single potential employee, and the quickest way to judge someone is to see our many awards they have got. we intend to do one competition brief every month. However, some of them are open briefs and you can submit any work that you have done in the pas 6 months in a specific categories and

we need to make our company stand out.....

we need to entice our customers when we first meet them

• a memorable business card ( a play with our company name (VOICE) so that they remember it)
• direct mails to our target audience. we could create different types of direct mails which is aimed at certain type of companies. eg the companies who are more likely to be wanting annual reports, then the mail out would be designed to advertise our company about our annual report service but then also mentiona other services too.
• as our company offers a branding service......most businesses that will be needing an identity and branding would be ones which are starting up...so we could aim to advertise our business with banks. ie. make a deal with certain banks to advertisie our branding service with their packages etc.
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Lastly, as mentioned in the previous slide, we have analysed our competitors and came up with unique selling points that make us better than our competitors and therefore that is also part of our marketing strategy. ( using the SWOT) analysis)