Question

The five basic components of promotion include advertising, sales promotions, social media, publicity, and personal selling. All five components of the retailer’s promotion mix need to be managed from a total systems perspective.

All non-essential retail businesses are closed due to the COVID-19 lockdown. At some point (hopefully in the near future) we will return to normal and these businesses will reopen.

While these businesses will be receiving financial support from the government, many are going to be in a tight situation, and fighting for every dollar when the doors finally open. So, they will need to rely on sales promotion, publicity, social media and personal selling to succeed. Those that don’t get out of the gate strong may not survive.

Choose one of the following retailers: Hair Cuttery; Hand and Stone Massage; Modell’s; Caesars casino; or Outback Steakhouse.

Describe the best way your retailer choice can use the four promotional components (sales promotion, publicity, social media and personal selling) to be successful when the lockdown is over.

Answer 1

Let us take Hair Cuttery as a retailer to explain four promotional components.

Hair Cuttery's four promotional components to be successful after the lockdown is over are as follows:

Sales Promotion: The Hair Cuttery can offer membership coupons to its customers so that they become regular customers and pay visits more often. They can offer discounts based on the number of visits. They can offer gifts or prizes.

Publicity: The Hair Cuttery can make the public aware of its products and services through promotion and marketing. They can promote marketing campaigns that will let the customers know more information regarding their services. They can host a party for their customers which will attract more people.

Social Media: The Hair Cuttery can upload the advertisements on social media applications like Facebook, Twitter, WhatsApp, Youtube, Instagram with offers that can attract more customers. They can make their Salon ads on Facebook, youtube and other social media. This will make customers aware of what the salon offers.

Personal Selling: Personal selling can help in getting more customers by making a visit to the customer's house and telling about the products and services that will be offered. Here door-to-door selling can be taken place to increase its promotional activity. They can offer services to their customers at their houses so that they don't have to pay a visit in their busy hours or days when they are occupied.