The Marketing Mix: Promotion

Table of Contents

INFORMATION NEEDS OF CUSTOMERS1

PERSONAL SELLING1

TRAINING FOR EMPLOYEES1

INCENTIVES FOR SALES TEAM2

EVALUATION OF SELLING PERFORMANCE2

COMMUNICATION OBJECTIVES2

ADVERTISING MEDIA3

COMMUNICATIONS STRATEGY3

PUBLIC RELATIONS PROGRAM4

SALES PROMOTION4

MEASURING THE EFFECTIVENESS OF ADVERTISING AND PROMOTION4

The Marketing Mix: Promotion

INFORMATION NEEDS OF CUSTOMERS

The information needs of the customers would include the following elements:

Website and Physical Address of the Salon

Services Offered

Processes involved in the Service

History of the Business and the driving idea behind it

Why should they choose Fine Look

PERSONAL SELLING

The nature of the business is such that personal selling is not possible since the services rendered have to be provided in a specific environment, which is also a part of the overall offering. Even if, any customer were to force Fine Look's hair stylists to provide services on some other location, the company would refuse to accommodate the same (Burrow, 2012).

TRAINING FOR EMPLOYEES

As mentioned earlier that the employees of the organization would be dealing with corporate and business people and a certain degree of professionalism and elegance would be required in their dealing with those customers. Therefore, Fine Look would ensure that all the employees receive training for improving their interpersonal skills, communication skills, conflict management skills and presentation skills.

INCENTIVES FOR SALES TEAM

There is no dedicated sales team, but the employees who would be working as hair stylists and experts would be receiving a commission and bonus with every positive evaluation and every time a customer gives a preference to that stylist.

EVALUATION OF SELLING PERFORMANCE

The performance of the employees would be central to the success and performance of the company. Their performance would be evaluated based on the feedback that would be received from the customers, the degree to which a customer is returning for services and the demand for a certain stylist by the customers. Furthermore, the numbers of referrals generated by the customers would reflect the collective performance of the employees.

COMMUNICATION OBJECTIVES

Following are the communication objectives for the organization.

To be known by at least 25 percent of the people in the state of New York

To create awareness about the services offered by Fine Look amongst it's existing customers in such a way that more than 75 percent should know about all the services of Fine Look by the end of the second year

To generate a positive and classy sentiment about the brand in less than a year

To shape or influence the opinion of at least 10 percent of receivers of organizational promotional material towards ...