Development of an Advertising Campaign for Steel Products - Essay Example

ESSAY- MARKETING Development of an advertising campaign for a familiar product Lecturer’s A of the company Russ All construction limited company is the target company that produces sheet metal fabrications. The company provides the finest gates, privacy screens, handrails, card readers, bollards, and fences. It produces high-quality goods and services for its customers. The company contains divisions that produce products of steel, aluminium, and stainless steel for cropping, drilling, punching, welding, tapping, notching, and the band saw cutting. It offers high-quality products for its products to both to the local and international markets. A construction company has been in operation since 1992 and has developed a very strong reputation due to its fine products produced. It is located in a reasonably large industrial premise that incorporates approximately 1350 square meters of land situated in California United States. The area ensures for future expansion of the business. The space utilization is 940 square meters. It is expanding its market, and it has opened branches in different parts of the state. It incorporates good organization for the production and assembly of the products with skilled and highly trained staff to ensure efficiency in the production process. Modern machinery and technology have been incorporated into the production process ensuring that modern quality products are produced. Product and target audience The mission of the Russ All construction limited company is to produce steel products, design process, and manufacture high integrity machinery and components that exceed the consumer requirements. This is by employing appropriate art technology and highly skilled workforce in the production process to ensure production of high-quality products to meet the needs of the customers. It is also in line to ensure a healthy competition with other steel and manufacture companies. The company vision is to be a regional and international market leader in production and designs of steel products and components. Core values incorporated in the corporation include customer focus, integrity, teamwork, social responsibility, professionalism, and environmental responsibilities. Major customers for the company are contractors both local and international. These include air conditioning contractors, engineers, and building contractors. Most of the consumers opt to buy the products from the company due to the affordable prices and quality of products. Flexibility of the prices is a critical consideration depending on the demand posed by the markets. Advertisement objectives Understanding the goal of advertising is important as it helps in the determination and creation of the best advertisement channel (Simpson Grierson’s sales & marketing law team, 2006). It is also essential to the planning and preparation of the advertisement campaign. This will help in the achievement of the intended goal of the organization. The objectives as well from the ground where the results will be measured for the organization to be sure that the campaign is effective and worth the investment. Often in an organization, there will be an overarching goal that drives the company need for advertisement (Hanssens, 2009). The company focus in regards to marketing is to target to customers and markets that have the abilities of purchasing the products. This is important to ensure company’s sustainability. An appropriate advertising is essential in strengthening the marketing rating and sales of the company products. The company’s chief executive officer, James Petrov, acknowledges the importance of a marketing campaign that will be important in increasing the number of customers purchasing the company’s products. The company thus focuses on improving its marketing strategies, which will give them a big market share in terms of sales. Thus, it has embarked on a campaign to sell its products for use of the social media to reach the target customers. Objectives of the advertisement campaign include: 1. Increasing the sales of the company’s steel products and components - Main objective 2. Raising awareness of the company’s products within the clearly identified market 3. Persuading prospective customers towards the company products 4. Communicating the benefits of purchasing the company’s products and increasing their knowledge on the company and its products 5. Building confidence in the organization and informing the consumers where to obtain the products. Awareness advertisement is important for the company since the company wants to enter new international markets and it is important to establish a good reputation of the products it produces and as well increase knowledge to the customers of its enterprise. The advertisement will also stress the benefits that the customers will have upon purchasing the company’s products (Chain, 2008). It will help in countering competition from other competitors offering similar products. The advertisement campaign will also be aimed at winning new customers in the market by encouraging them to switch to the company’s that is essential in increasing the market share. It will also improve the performance of the product distribution network by communicating to the customers where to assess the company’s products. It is also crucial to build confidence of the company’s brand as it tries to penetrate in new markets (Calder & Malthouse, 2005). Budget It is important to develop a budget for the advertisement campaign (Parsons, 2011). This will influence the types of medias to be used for marketing since some medias are expensive than others. In developing the budget, the company has to ensure that the type of coverage that it wants. In respect to this, it has allocated $25000 for the campaign based on a balance between its budget and coverage. Media selection The process of media selection involves choosing the most effective media for providing advertisement to achieve the required target of the company. Russ All construction limited company needs appropriate media channels that will enable them increase their market sales both locally and internationally. With the advertisement objective and budget already in place, it is important for the campaign to focus on the development of the message. However, before placement of the effort of message development the company must first determine the appropriate media to be used for marketing to deliver the intended message (Simpson Grierson’s sales & marketing law team, 2006). The choice of the media to be used will guide the creation of the message. The best type of media that best fits the company is press, TV, and internet advertising. These types of Medias will help the company reach it set objectives and not only be a local but be also a global company that is realizing maximal sales. Press advertisement will involve advertising of the company products, services, benefits and location through the use of the national newspapers and business magazines and dailies. This is essential, as it will increase the company awareness locally among a majority of the citizens who purchase the print media. TV advertisement will also be used for the company. However, it is branded as the most expensive but most predominately used type of advertisement media due to its success. It is appropriate for my audience since it offers a wide coverage of content especially at peak hours of the night (7.00 to 10.00 pm) especially on the family audiences. Thus, it will be able to reach my target audiences who are contractors i.e. air conditioning contractors, engineers and building contractors who enjoy their free time by watching television and reading print media. Providing sound, color as well as movement will be essential especially for those steel products and machinery where demonstration is important as the media combines the virtues of providing demonstration and storytelling therefore it is a very effective media channel for the company. However, the messages will be simple for them to be effective. Internet and web searching advertisement will also be used in an advertisement campaign, and it will help to reach the local and international customers. It is a rapid growing and influential type of media choice that will be important for the company due to its interactivity (Müller, Alt, & Michelis, 2011). It is the preferred in the advertisement campaign since each day the internet users are increasing and the numbers of users have increased up to 12,940 million users across the globe therefore, it is quite appropriate as the company can reach all these users in a go. Today’s world has become a global village where companies have allocated their marketing strategies to internet marketing. Marketing via the internet will involve the use of links that the company will create, Twitter Ads and use of Facebook pages. Internet marketing is essential also because it has the capabilities of determining the number of people who have come across advertisement information since it has reporting capabilities of a number of people who have accessed the information. Since Twitter Ads and Facebook came into existence, advertisers have used promoted Tweets and account to connect with the engaged audience of customers worldwide. Creative strategy The creative strategy of the advertisement campaign will be based on its focus, the readership, circulation and timing of the advertisement. The focus of the advertisement messages will be clear and cut stating why the company is a leading player in the market and why its products are the best. The advertisement will also entail its location and particular products that it produces. Readership of the media is the number of times that the advertisement will be made available for the users to get access to especially to the print and television media (R. Marketing, Mix, Marketing, Marketing, & Mcirketing, 2006). The TV media advertisement will be used mostly between 7 to 10 pm especially in the evening to target the customers but will also be available other times of the day. Print media advertisement will be done on the weekends since the company has limited resources of paying for the advertisement every day. Timing of the advertisement campaign is also very crucial; therefore, it is important to choose the most appropriate time as describe in the strategy. The advertisement campaign will be implanted for three months with the evaluation-taking place after every month to determine the progress on whether the entire process is effective or not. Changes and adjustments will be made appropriately to ensure success of the campaign. Evaluation of effectiveness It is important during the planning and preparation stage of marketing to determine how the advertisement campaign will be monitored, and performance evaluated to determine the performance effectiveness of the campaign (Experian Hitwise Marketing Services, 2011). This is essential in determining processes that are meaningful in evaluating the communication objectives of the advertisement campaign. Capturing the information on the performances of the different media channels is crucial to help in optimizing and adapting campaign progress and for future learning. Therefore, evaluation for success by the company will be by measuring the audience preference of the products offered in the company. This will be done through the determination of organizations sales before and after the marketing advertisement campaign. The advertisement campaign is expected to reach the target customers of the company’s products and increase the sales (S. Marketing, 2009). Therefore, determining the sales after incorporation of the campaign will be important to determine success. In some instances, the advertisement campaign may increase the awareness and knowledge of the customers, but not increase the company’s sales. Determining the sales is essential to provide grounds for modification of the campaign since increasing the sales of the steel products and components is a major target for the company. References Calder, B. J., & Malthouse, E. C. (2005). Managing media and advertising change with integrated marketing. Journal of Advertising Research. doi:10.1017/S0021849905050427 Chain, M. V. (2008). Marketing Evolution. Marketing Science, 17, 144–153. Experian Hitwise Marketing Services. (2011). The 2012 Digital Marketer: Benchmark and Trend Report. Experian Hitwise Marketing Serviceservices (p. 80). Hanssens, D. M. (2009). Advertising impact generalizations in a marketing mix context. Journal of Advertising Research, 49. doi:10.2501/S0021849909090151 Marketing, R., Mix, M., Marketing, C., Marketing, R., & Mcirketing, S. (2006). The Marketing Mix Revisited : E . Constantinidesi Towards the 21 ^ * Century Marketing. 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