Promotional Strategies for TekTints Sunglasses Target Markets

M05 chapter 13 mini sim on promoting products Decision Point: TekTints Your first client of the day is Adam, president of Sol Shades, Inc. After extensive product development, the company has developed a line of non-prescription sunglasses that automatically lighten or darken with the sun, and the lenses can be easily popped in and out of different color frames so customers can have different color frames to match their outfits or moods. TekTints is now ready to hit the market, and Adam has asked for your help in creating a promotional campaign.

He tells you that market research suggests that there are two key target markets for TekTints sunglasses:  25- to 34-year-old urban males who are interested in sports and technology. They spend an average of 5 hours per day on their mobile devices, get their news from social media, and earn an average of $40,560 per year. They watch TV shows like SportsNation and The Walking Dead and read magazines like Sports Illustrated .  18- to 24-year-old urban females who are sporty yet fashion-conscious and tend to like high-tech accessories. They spend 6 hours per day on their mobile devices, get their news from social media, and earn an average of $25,116 per year. They watch TV shows like Real Housewives and read magazines like Cosmopolitan and Vogue. How should you address these two target markets in TekTints' promotional campaign? Select an option from the choices below and click Submit. Because your target markets are relatively young, focus solely on Internet advertising. Use personal selling to demonstrate the product's features and performance in comparison with competitors' products. Use a combination of publicity and advertising to make buyers aware of the product.

Consider each target market separately and set up promotional strategies for each. You chose to use a combination of publicity and advertising. This was the best choice. Marketers must match promotional tools with the five stages in the buyer decision process. Because TekTints are brand new, advertising and publicity can reach many people quickly to make sure buyers are aware of the product. Decision Point: The Difference Between Advertising and Publicity You have advised Adam that he should use a combination of advertising and publicity as part of the TekTints promotional campaign, and he expresses reservations about using your approach. He asks you what the differences, pluses, and minuses are of using advertising and publicity. Consider the following items and drag them into the appropriate column to specify whether they are advertising or publicity. When you are finished, click the Submit button. Advertising Advertising Droppable Advertising Droppable It has less relative credibility because it is paid for by the company. It is a promotional tool consisting of paid, nonpersonal communication used by an identified sponsor to inform an audience about a product. It can be very expensive, but it is under the control of the company. It consists of what the company wants to say about the product, so it always conveys a positive image or message.

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Publicity Publicity Droppable Publicity Droppable It has comparatively more credibility because it is given by a third party. It is a promotional tool in which information about a company, a product, or an event is transmitted by the media to attract public attention. It consists of what others say about the product, so it may convey either a positive or a negative image of the message. It is free, but it is not under the control of the company. When asked to differentiate between advertising and publicity, you correctly categorized all eight items. Great job! Decision Point: TekTints: Your Promotional Objectives Although Adam ultimately wants this promotional campaign to spark sales of TekTints, you know that the most effective promotional campaign must have clear promotional objectives. According to the market research Adam's company has conducted, the target market already owns multiple pairs of sunglasses. Which of the following promotional objectives should you recommend to Adam? Select an option from the choices below and click Submit. Differentiate the product from its competitors by emphasizing its value- added benefits.

Provide information to assist customers in the search stage of the consumer buying process. Reinforce the brand and build a relationship that will lead to the purchaser becoming a loyal customer. You chose to differentiate the product from competitors. This was the best choice. You have a new product on the market, your target market already owns multiple pairs of sunglasses, and you have multiple competitors in the market. Your promotional objectives should stress how the product's value-added benefits (lenses that change their shade and being able to change frames easily) distinguish your product from the competition. Decision Point: TekTints: Your Promotional Strategy Now that you and Adam have determined the promotional objectives for TekTints, it's time to decide on the promotional strategy to achieve those objectives. Which of the following strategies should you recommend to Adam in promoting TekTints? Select an option from the choices below and click Submit. A combination push-pull strategy: Appeal directly to consumers to create demand while encouraging wholesalers or retailers to stock the product

A push strategy: Encourage wholesalers or retailers to market the product toward consumers A pull strategy: Appeal directly to consumers, who will then demand a product from retailers You chose a combination strategy. This was the best choice. A successful promotional strategy will usually have elements of both the push and pull methods. If you are marketing a new product like TekTints and intend to sell it through retailers, you'll need to persuade retailers to purchase and stock your product -- thus, the "push" strategy. However, you'll also need to raise brand awareness and create demand for the product -- thus, the "pull" strategy. Decision Point: TekTints: Your Promotional Mix Because Adam has a limited budget for the TekTints promotional campaign, you suggest that he consider incorporating publicity into the promotional mix. Which of the following would you recommend to Adam to generate publicity for TekTints? Select an option from the choices below and click Submit. Have point-of-sale (POS) displays at retail outlets that feature a stylish woman at the beach wearing TekTints sunglasses. Have an Instagram contest for a trip to Florida in which fans post creative pictures of themselves wearing TekTints sunglasses.

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Sponsor an upcoming beach volleyball tournament that benefits the local animal shelter. Interview a leading ophthalmologist or skin cancer specialist about the health benefits of wearing sunglasses like TekTints, write an article, and release the story to media outlets. You chose to create an article from a medical professional. This was the best choice. Publicity is a promotional tool in which information about a company, a product, or an event is transmitted by the general mass media to attract public attention. Decision Point: Act Two Retirement Community: Your Promotional Strategy

Your next client of the day is Amanda, who is the marketing director for the Act Two Retirement Community, an active retirement community aimed at adults age 55 and older. Amanda explains that this retirement community is currently under development, and it is the first of its kind in the area. It will feature both single-

family, maintenance-free residences and condominiums in a country club-like atmosphere. The community will feature an indoor pool, a fitness center, a community garden, and a golf course. The community will also have a full-time activities director who will coordinate activities like a book club, garden club, photography club, and social events. The developer has built the recreational facility and a couple of model homes and one condominium building but, because floor plans and interior decor can be customized, the remaining units will be built as they are sold. The target market for this community is adults age 55+ who are empty nesters and want to "downsize" and no longer want the responsibility of home maintenance, but still want to lead an active lifestyle. Amanda wants your help in designing a promotional campaign to spark interest in this target market. What type of promotional strategy would you recommend to her? Select an option from the choices below and click Submit. A push strategy: Offer incentives to realtors (acting as retailers) to encourage them to market the development toward consumers A combination push-pull strategy: Appeal directly to consumers to create demand while offering incentives to realtors to "push" the development toward consumers A pull strategy: Appeal directly to consumers, who will then demand the product from the developer

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You chose a combination strategy. This was the best choice. The developer will need to produce a few units to show as model homes and build the recreation center to have something to show potential buyers, and then use a "pull" strategy to appeal directly to consumers. However, the developer can also offer special incentives to realtors to encourage them to "push" this senior community toward their clients versus other residential offerings on the market. Decision Point: Act Two Retirement Community: Your Promotional Objectives Amanda likes your approach so far. Obviously she wants the promotional campaign to stimulate sales of the residences, but which promotional objective should you recommend to her Select an option from the choices below and click Submit. Reinforce the brand and build a relationship that will lead to the purchaser becoming a loyal customer. Provide information to assist customers in the search stage of the consumer buying process. Differentiate the product from its competitors by emphasizing its value-added benefits. You chose to provide information. This was the best choice. This is the first development of its kind in the area, so the "product" is unknown to the market. The promotional efforts must focus on making customers aware that the product exists.

Decision Point: Act Two Retirement Community: Advertising Media Amanda indicates that she wants to do some advertising to make people in the local area aware of the development, but she admits that her advertising budget is limited, so she wants to spend her advertising dollars wisely by focusing on her target audience -- adults age 55+. She asks you for your recommendations on the following advertising media. Which of the following advertising media would you recommend as being most useful in promoting Act Two Retirement Community to the target market? Select an option from the choices below and click Submit. AARP Magazine Television Direct mail Radio You chose direct mail. This was the best choice. Direct mail can be highly targeted, because a business can purchase mailing lists of potential customers through a mailing list distributor. Direct mail is also tangible. Recipients can see pictures, read about the development, and set it aside for rereading or sharing.

Decision Point: Act Two Retirement Community: Your Promotional Mix You also suggest to Amanda that, because her promotional budget is limited, she might take advantage of publicity in order to make people in the area aware of Act Two Retirement Community Which of the following would you recommend to Amanda as part of the company's publicity efforts? Select an option from the choices below and click Submit. Sponsor the community's Senior Games, in which athletes over the age of 50 compete in different sports categories such as tennis, golf, pickle ball, and track. As part of a direct mail campaign, invite potential customers to free, no-obligation luncheons at which the company would present information about the amenities and accommodations available at Act Two Retirement Community. Interview a physician who specializes in geriatrics about the benefits of an active lifestyle after age 55, write an article that cites the activities available at Act Two Retirement Community, and release it to the local media. Rent a booth at the area's Senior Information Fair and present information about the retirement community to potential customers

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You chose to release an article by a local physicial. This was the best choice. Publicity is a promotional tool in which information about a company, product, or event is transmitted by the general mass media to attract public attention.

m05 ch 13 mini sim on promoting products

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