Essay
Managing a business event
- Module
- Unit 18 - Creative Promotion
- Institution
- PEARSON (PEARSON)
Managing a business event
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Dominos & NikeFor each, give examples of the product promotion that they use (advertising,
personal selling, sales promotion, direct marketing).
Dominos:
Dominos is an American multinational pizza restaurant that was found in 1960.
Dominos is biggest pizza brand that has sold the most pizza’s worldwide.
Along side with its big competitors such as Pizza Hut and Papa John, Dominos
always thrive to come up with better and more creative product promotions
then the others.
Advertisement:
Advertising is how a company encourages people to buy their products,
services, or ideas. Dominos usually uses social media as a platform to advertise
its new deals and promos. Social Platforms such as twitter, Instagram and
Facebook are the most common.
For that to happen, Dominos creates an official account on each of those social
media platforms and publishes posts that will attract the audience. For
example, they post specials and discounts on their pizzas on every season of
the year. This attracts a huge number of customers and makes them subscribe
to their page for them not to miss any deals that they publish. By this
happening, their page expands and grows while they will be able to reach out
to their customers easier.
,Another example is advertising on Instagram. A while after Instagram came
out, it became a more engaging platform than Facebook. This is when Dominos
decided to advertise on that too. After they added the story feature on
Instagram it was never easier to advertise your product.
Dominos came up with an astonishing idea in order to spread its product
promos faster. They announced that they will pick 5 lucky winners who will
receive a free 2 extra-large pizza with any sides they want. For them to win
they will need to post the Dominos menu and tag (hashtag) Dominos, in order
for them to see them. This made a huge number of people add their menu on
their stories which was a strategy from Dominos to get their menu across
everybody that had Instagram
Personal Selling:
Personal selling is where businesses use people to sell the product after
meeting face-to-face with the customer. The sellers usually promote the
product through their attitude, appearance, and product knowledge. They aim
to inform and encourage the customer to buy, or at least trial the product.
An example of this method can be represented in the local dominos
restaurants. Where there are many dominos departments in each state, they
sell pizzas in. When customers enter the store, they can choose their desired
pizza and maybe eat it there. This allows customers to decide on what they
want easier and through highly trained staff receive what they have asked for.
Through that experience, customers can get the best deals and invite more
customers to the place. This selling occurs on a daily and is considered one on
one since it happens between a customer and an employee.
Sales Promotion:
One of the most common ways to promote your product is from sales
promotion. A sales promotion is a process of persuading a potential customer
to buy the product.
There are usually many methods or ways of doing that, but Dominos uses
discount codes or discount coupons. Discount coupons are a great method of
, increasing sales for the short term. People go for discount coupons as they let
them buy the products they could not afford otherwise. These codes can be
redeemed during online purchases and it usually gives a huge discount of the
product (pizza). Occasionally, Dominos give out discount codes to people who
promote their brand on their page or to customers who have been loyal for a
long time. This shows their appreciation and allows them to gain more
customers.
Direct Marketing:
Direct Marketing is an advertising strategy that relies on the individual’s
distribution of a sales pitch to potential customers. Mail, email, and texting
are among the delivery systems used.
Direct mail was the perfect method for Dominos to capture the attention of
their customers. For example, Dominos decided to send mails to families with
children so that the parents can take deals in advance and purchase Domino’s
pizza more regularly. Later, they figured out that direct mail boasts a 4.4% rate,
compared to the emails average rate. Dominos ended up making a profit out of
this method since there were many families who were desperate for these
coupons and deals. It is called direct marketing because it generally eliminates
the middleman such as advertising media.
Dominos also send emails to sports teens from previous subscriptions. In the
email, they include all their exclusive deals and mouth-watering sides to attract
the young generation.
Nike:
Nike is an American multinational corporation that is engaged in the design,
development, manufacturing, and worldwide marketing and sales of footwear,
apparel, equipment, accessories, and services.
Just like other big clothing brands such as Adidas and Puma, Nike has been one
of the most creative brands in advertising/promoting their product.
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