Business Studies – 3.3.4 Promotion | e-Consult
3.3.4 Promotion (1 questions)
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Given the larger budget and target demographic, the company should focus on a mix of premium and targeted advertising methods to build brand awareness and drive sales. Here's a recommended strategy:
- Digital Advertising (Premium Platforms): Advertising on platforms like Instagram, Pinterest, and health/wellness websites. Justification: These platforms attract a highly engaged audience interested in health, wellness, and beauty. Premium ad placements offer greater visibility.
- Influencer Marketing (High-Profile & Relevant): Collaborating with well-known beauty and wellness influencers who align with the brand's values. Justification: Influencer endorsements can significantly impact consumer purchasing decisions. Focus on influencers with a strong, engaged following within the target demographic.
- Print Advertising (Luxury Magazines): Advertisements in high-end lifestyle and health magazines (e.g., Vogue, Elle, health-focused publications). Justification: This reaches a highly targeted and affluent audience. The visual quality of print ads is ideal for showcasing premium products.
- Search Engine Marketing (SEM): Targeting specific keywords related to organic skincare, anti-aging, and natural beauty. Justification: Captures users actively searching for these products.
- Content Marketing (High-Quality & Informative): Creating informative blog posts, videos, and guides on topics related to skincare, health, and wellness. Justification: Establishes the brand as an authority and builds trust with potential customers.
- Public Relations (PR): Securing features in relevant publications and online media outlets. Justification: Generates positive brand exposure and credibility.
Justification for the mix: This combination of methods ensures both broad reach and targeted engagement with the affluent target market. The premium advertising channels and influencer collaborations build brand awareness and credibility, while the targeted digital advertising and content marketing drive sales. The PR efforts further enhance brand reputation.