Marketing is more than running an advertising campaign. As a matter of fact, marketing should cause an increase in revenue for business and therefore ZamZam Inc. will use print and electronic media as well as other promotional options to promote our new product. For print media, we shall use posters brochures and packaging which are cost-effective in providing our target market with a variety of messages and detailed information regarding our product and service. We shall also run a local newspaper advert as a way to reach to people within the community. Magazines will also be advantageous as a way to reach our specific audience. For electronic media, ZamZam shall employ the use of television to capture more audience from home, the radio which is cost-effective in running loyal programs, social media marketing which encourages online interaction between the business and its clients and the use smartphones to reach directly to clients.
Our consumers will know what we are offering from direct networking and community involvement which will be done through speaking directly to people regarding our business. Our clients will choose us because we are well positioned, well branded, can easily be trusted because we are set to win consumers trust. Our core competencies are integrity, speedy delivery, quality and having the customer as a priority. Direct community involvement and networking will be effective in building customer relationships. It is through direct community involvement that we will make new contacts, reach out to potential clients, and create community activities, trade shows and conferences for networking with clients (Anon, 2008).
The total advertising cost will be $25,650. The average cost of printing one brochure is $0.15 and we will need to print like 5000 pieces. Running a television advert costs about $4000 and we will need at least 1 advert every week for five weeks. An advert on the radio costs about $350 and we will run about 3 radio adverts every week for five weeks. For social media marketing, we shall use channels like Google Ads, Facebook platform, Instagram, Pinterest and a YouTube channel. An advert on Instagram costs about $5, a YouTube video advert costs $20, a Facebook ad is around $10 while Google ad words charge up to $50 for one click. We will also use tactics like calling clients directly and thus loading airtime for calling for each day would be estimated at $200 each day. Posting about a new product on a magazine costs $20 while having an ad on a local newspaper would cost about $20 dollars for each day. Creating community activities and events will be allocated $1000 each week. Performing this research will cost a total of $7100.
Budget
Marketing budget plan
category
Quantity estimate
Cost per unit estimate
Subtotal estimate
Research
Web research
2
2300
4600
Research firm fees
1
1100
1100
Independent research
3
300
900
Other research
2
$250
500
Total cost for research
7100
Communication
Radio
13
350
4550
Web
1
350
350
Tv
5
4000
20000
Promotional brochures
5000
0.15
750
Total for communication
25,650.00
Networking and direct involvement
Subscriptions
2
32
64
Affiliations
2
20
40
Memberships
3
50
150
Total
254
Airtime
200
7
1400
Social media total
125
Events
1000
Grand total
$35529
Once we have come up with budget and the techniques that will be used, tracking will come after the success of these campaigns (White, 2002). How did social media work for us? How were print ads and print campaigns sufficient? For our YouTube channel, we shall ensure effectiveness from the number of viewership each day. From the phone calls, we can tell clients’ response. For Facebook, we shall determine effectiveness from the comments from our target market.
References
Anon I. (2008). Connecting with your Customers Through your Brand Identity Retrieved from http://biznik.com/articles/connecting-with-your-customers-through-your-rand-identity
White, R. (2002) Best Practice: Sales Promotions and the Brand. Admap, 436.
