In this research it will examine on the communication plan of Addison Lee organization. Additionally, the research will provide a visual illustration of a poster which is provided by texts and images on the communication plan.
Explanation of promotional mix theory.
The promotion mix is amongst the fourthly Ps of the marketing mix. It consist of the public relations, advertising, sales promotion in addition to the personal selling. In marketing the promotional mix theory describes the blend of the promotional variables which are chosen by the marketers in order to keep the company reach their goals (Eisenhauer and Clark, 2016). This has been regarded as the subset of the marketing mix. It is believed that there is certainly an optimal way for allocating the budgets for the numerous elements within the promotional mix in order to achieve best marketing results, and the challenge for the marketers would be to highlight the right mix of them.
How promotional mix theory was used to decide selection.
Addison Lee used the promotional mix theory in opt for the selection via identifying the target market. The segment of individual which needs and would benefit from the product or the services is the target market (Eisenhauer and Clark, 2016). The usage of the promotional mix helps recognize the individual’s attitudes along with the behaviors which help to design the best message and select the right way to reach them.
Description of target audience and response sought.
The target audience that the organization is intending to market is the younger generation which are aged between 16-25 years of age. This group of individual wants the best hire services and at the same time cheap. The organization has sought this group of individuals since the number of the younger individuals is high. When the organization target these individuals they will be able to tape a large market share in UK.
Outline of chosen channel and justification.
The channel which the organization will utilize is the direct selling. This method entails marketing of the services directly to the consumers, in any particular location away from the retail premises. This channel is effective is most effective since it entails through face to face manner either where the products are demonstrated to the persons or to the group. This marketing channel has set the practices which is necessary to delivery of the services to the consumers. The organization will be able to reach the end user through utilizing more than one channel. Additionally, they will be able to reach the consumer through the direct market such as use of the website which will help reach the consumers.
Communication key message.
The communication key message highlights all the services down the road the organization is executing in their communication plan. The communication plan helps the organization to stay on track and make sure they are communicating the right things to the right individual. The messages permeate all communications to enable the organization to attract a lot of the attention from the decision makers (Reid etl., 2015). The key message communicate what the organization is doing and why they are doing that. Additionally, it communicate what would be different and fit all the objectives. The key message for the organization is to be the best hiring service provider in UK (Nazari, 2016). The company intends to provide various hiring services as well as promotion to the younger individuals.
Use of AIDA marketing theory to explain promotion and key message.
AIDA stands for Attention, Interest, Desire and Action.
This is also regarded as the awareness. It is assumed that individuals would find the services as interesting as the customer does (Lando, 2014). To attract the attention of the customer, the best approach would be disruption. This technique jars the consumers in playing the attention.
When the organization has the attention of the customers, it is important to keep it. The organization can get information across through provision of the promotion to the customers.
When the organization has grabbed the customer attention and they have kept it is important to create their desire.
The organization has provided the key message which is relevant to the prospect of what the organization desires to undertake.
In case the consumers are at this point with Addison Lee there is one job that is required to be done and that is closing the sale (Haynes, 2015). The organization at this point has demonstrated the services to the clients and convinced them as well as provided the best promotion facilities to them such as off peak fare.
Explanation how feedback will be collected.
Addison Lee will utilize reach out directly to collect the feedback. When the organization provides the services to the customers they could ask them to rate their services to enable them gauge the level of the services they are providing to the clients (Haynes, 2015).
In this research it has provided the communication plan for Addison Lee organization. The organization intends to grow the car services to the business by 3% through targeting the younger demographic.
Eisenhauer, B.M. and Clark, S., 2016. MCCCF Intern Communication Plan.
Haynes, K.R., 2015. River City Tile Company: External Communication Plan. MacEwan University Student eJournal, 2(1).
Lando, A.L., 2014. The critical role of crisis communication plan in corporations' crises preparedness and management. Global Media Journal, 7(1), p.5.
Nazari, A., 2016. Developing a Social Media Communication Plan. In Strategic Integration of Social Media into Project Management Practice (pp. 194-217). IGI Global.
Reid, S.B., MacDonald, C.P., Alrick, D.M., Veneziano, D., Koon, L., Pryor, D. and Ginn, D., 2015. Communication Plan for Windblown Dust (No. FHWA?AZ?15?723).