The report aims at preparing a communication campaign for explaining on how the company Addison Lee Car Service will have a business growth of 3% by the year 2018 through targeting a younger demographic between the age limit of 16 to 25 years.
Promotional Mix Theory
Advertising or Promotion through Sales:
Advertising does not guarantee adopting a service. Therefore, it is very necessary for creating awareness that leads to trial thereby establishing the personality of the brand and in fostering loyalty on a long-term basis (Tutaj and van Reijmersdal 2012). Addison Lee Car Service can use this promotional mix by creating a trial for their services to the target customers even before their launch.
Public Relations or Advertising:
Public relations and advertising is another promotional mix encountered by the marketers. Advertising however refers to the hardcore selling that sometimes misinterpreted by the consumers as misleading or exaggeration (Schivinski and Dabrowski 2016). Thus, Addison Lee Car Service can avail advertising of their services in a manner so that they become appealing to the customers. On the other hand, public relations (PR) are a gentler and free means for interaction with the consumers through feature stories and press release. Addison Lee Car Service can also put up their services to the customers through press release and feature stories.
Target Audience and Response Sought
The target market for the Addison Lee car service includes the younger demographic between the age group of 16 to 25 years. This group of target audience because of higher cost of living mostly chooses to live at home. They have higher disposable income due the support of their parents (Berger and Milkman 2012).
Since this generation grew up with the computers, so they remain quite responsive to any kind of internet campaigns. Moreover, they also possess the ability for faster processing of information and in most cases are loyal to brands. This generation of consumers is more tech practical understanding and prefers placing online service enquiry. The availability of the Smart phone has made this generation depend on free and easy to use applications directly from their phones. This not only has increased their preference towards making an online service enquiry but also redeem any service voucher.
The chosen channels for Addison Lee car service business would be advertising in the popular newspaper ‘The Sun’. This is because advertising helps in stimulating the demands of the market and convey the selling message to the prospective customers (Abratt and Kleyn 2012). Moreover, advertising also helps in securing the leads from the intermediaries and salespersons through convincing in readers for requesting more information that helps in identifying the outlets for availing the service. Advertising also puts pressure on the intermediaries for creating service options through building interest of the consumers. Advertising also helps in training the dealer salespersons about the service usage and applications. Thus, through advertisement, consumer and dealer confidence built for the company and its services. Addison Lee Car Service chose for advertising on Newspaper, as it would be more cost effective for the company compared to other channels.
Communications Key Message
The key message put forward by Addison Lee Car service is to grow its business by 3 percent by targeting the young demographic between the age group of 16 to 25 years. The company aims at focusing the younger group or Gen Y since they have higher disposable income and are easy to convince. Moreover, their brand loyalty is also higher. Addison Lee also communicated to its customers that they have fully insured smart cars with free 4G, various loyalty offers, customer service on a 24/7 basis and a snooze function for indicating the pre booking(Abratt and Kleyn 2012). Addison Lee also offers off peak pricing that allows them to make considerable savings in the weekdays and get weekend discounts.
Marketing Theory such as ‘AIDA’
The acronym AIDA stands for Attention, Interest, Desire and Action (Coelho and Henseler, 2012.)
The best approach for attracting customer attention is through disruption. Addison Lee can do this by placing its advertisements in unexpected situations. The company also can drive customer attention through the implementation of a shock factor while portraying the advertisements n addition to having a personal touch (Schivinski and Dabrowski 2016).
After gaining the customer attention, it is necessary for the company to maintain their interest in order to keep the recipients engaged. In this step, Addison Lee Car Service must enable identification of the problem and help them understand with possible demonstration or illustration that will help them to seek possible solutions.
In order create desire, Addison Lee must ensure that prospects are irresistible and layered on facts (Tutaj and van Reijmersdal 2012). Some amount of persuasiveness is also necessary for convincing the customers
The company must ensure closing the sale with some amazing offer (Pfeffer, Zorbach, and Carley 2014). The company has effectively followed this step by offering peak off fares where the customer gets a 25 % discount. This helps in drawing customer attention and helps thereby help the company to attain its objectives.
This is actually a response or query received due to the communication efforts of the company. The customer feedback collected via customer contact forms or email. Email acts as the most valuable means for gathering feedback from the customers. However, while collecting feedback through email the company should assure the customers with a fast response, enable creation of an organized feedback system and assure the sender to resolve his queries. The company can also collect feedback through various surveys (Batra, Ahuvia and Bagozzi 2012). However, the survey should have certain guidelines followed like the questions and should fulfill the end goals. They must have smart questions that are open ended with consistent rating scales.
The report ends with the discussion on how the Addison Lee Car service will collect feedback from its customers. There is also explanation on how the promotion of the key messages of the company explained in the light of the AIDA of marketing. Thus, the report clear;y focuses on the necessities of a successful communication campaign.
Abratt, R. and Kleyn, N., 2012. Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing, 46(7/8), pp.1048-1063.
Batra, R., Ahuvia, A. and Bagozzi, R.P., 2012. Brand love. Journal of marketing, 76(2), pp.1-16.
Berger, J. and Milkman, K.L., 2012. What makes online content viral?. Journal of marketing research, 49(2), pp.192-205.
Coelho, P.S. and Henseler, J., 2012. Creating customer loyalty through service customization. European Journal of Marketing, 46(3/4), pp.331-356.
Pfeffer, J., Zorbach, T. and Carley, K.M., 2014. Understanding online firestorms: Negative word-of-mouth dynamics in social media networks. Journal of Marketing Communications, 20(1-2), pp.117-128.
Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), pp.189-214.
Tutaj, K. and van Reijmersdal, E.A., 2012. Effects of online advertising format and persuasion knowledge on audience reactions. Journal of Marketing Communications, 18(1), pp.5-18.