Question

With regards to a publicity campaign on plastic drink bottles. Answer question 1

Q1. Elements and structure of the campaign (what communication methods will be implemented and sequence in which communications methods will be delivered)

Answer 1

Elements of the campaign:

To promote a product in the market, publicity of the product is very important. In other words, product should be communicated to the target market in the most efficient way in order to get the better market positioning. For plastic drink bottles, we can include following elements for the campaign:

1) Define the target audience

This element deals with the definition of the target market or customers. In other words, who will buy the product? The more narrow definition of the target, the better results will be.

For plastic drink bottles we can consider youth, children and people who travels a lot as our target audience.

• 2) Search for contact lists

After defining the target audience, now it's time to search for contacts in the target market.

• For plastic drink bottles, organization data can be searched for the contact list.
• Sales people contact lists can also be searched.
• Data gathered from websites can be searched.
• Contacts of other departments of the organization can be searched.
• Existing customers data can be searched for contacts.
• Natural market can be searched for contacts.

Relationship will be build with the contacts searched in order to promote the plastic drink bottles.

3) The value proposition

To prepare a right message, thinking according to the target audience is a big need. So, the right message can be delivered.

For plastic drink bottles target audience, organization needs to identify the problem first. The value proposition will be - what value the plastic drink bottles as a product can deliver in order to solve their problem. Without using any jargon, deliver a clear message to the target audience that how plastic drink bottles are beneficial for them.

4) Call to action or the offer

Not everyone in the target audience will buy the product only few will be interested. So, call to action helps an organization to identify the potential customers. Give them a reason to ask questions about the product. Videos, webinars etc. that the organization can offer are the great call to action.

5) Communication methods and delivery

To promote the plastic drink bottles in the market we will use following communication methods:

• Print media advertising- newspapers, magazines, banners etc. are the good medium of communication of the message.
• Social media marketing- advertising on social media platforms like Facebook, Instagram, LinkedIn etc. are the better methods of communication.
• E-mail marketing- messages about the plastic drink bottles can be sent over the e-mails of the contacts searched.
• Chat messenger marketing- Awareness can be spread over the chat portals like what's app, FB messenger etc.
• Channel marketing- Distribution channels may also be contacted for effective communication.
• Advertising on television and radio is also an effective method of communication or message delivery.
• Tourism companies and hospitality industry may also act as a good communication method for the publicity of plastic drink bottles.
• Word of mouth is also an effective communication method in disguise.

These are some effective communication methods for message delivery in order to promote the plastic drink bottles as a product.

Company may go for following sequence for communication methods delivery:

1) Word of mouth

2) E-mail marketing

3) Chat messenger marketing

4) Social media marketing

5) Channel marketing

6) Print media marketing

7) Television and radio marketing

8) Tourism companies and hospitality industry marketing.

6) Follow up

As we know that every customer gets many messages for the similar products in the market. So, proper follow up is very important i.e. communication should be there until the customer buys the product.

So, these are the essential elements for the campaign of plastic drink bottles. Communication methods and their possible delivery sequence have been discussed for the plastic drink bottles.

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