Creative Product Promotion
The aim of the campaign is to refurbish the client’s cafe into an “Italian Coffee” theme and to attract a rise in business people to come in for breakfast and lunch. We need to increase the amount of business people by 30% for the opening month, our budget is ? 2,000. We wanted to get as many business customers to the cafe as possible. In order to do this we developed advertisements geared towards the business end of the market. We offered Promotions such as: 1. Free business newspapers 2. Access to secure, reliable Wi-Fi 3. Business news displayed upon widescreen TV
This would attract a large amount of business customers and the unique Cafe Crema club card will keep them coming back in order to receive bonuses for being a good customer. Looking at this decision after the campaign I can say that it was a good idea to promote these specific items as it really does relate to business people and will help to reach the aim of 30% rise in business people. This doesn’t necessarily mean that they will be coming in for breakfast and lunch but nevertheless, more people will come into the cafe. We did a lot of promotional media such as: 1. Poster
The poster we developed was geared towards promoting the TV, Wi-Fi and free newspapers. This worked well to get the business figures up to 30% however I feel we should of added discounts on breakfast and lunch within the poster. 1. Website The website we designed displayed all of the details about the company, including where we are based, what we offer and how to get in touch. If I was to change anything about the website, I would have put more images on the front page and promoted discount deals on there too. This would get more people in for the breakfast and lunch and achieve the main aim.
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When they engage more they will be more likely to come in the cafe and have something to eat or drink. 1. Logo The logo was developed on Adobe Photoshop software and displays a coffee cup with a brown swirl of coffee. It represents the company well and I feel that the whole feel of the company should come from the logo. The brown colour scheme that we chose is relative to the coffee cafe. The Italian theme that we were trying to go for within the aim could be incorporated more within the logo, maybe a flag on the cup or something like that so that customers know that we are an Italian coffee cafe. 1. Club card
The club card was also designed on Adobe Photoshop and is good because it contains the same colour scheme as the logo and fits everything on it with nothing going over the edges. I feel that it is a good marketing tool and will keep customers coming back with promotional offers such as points that customers can exchange for coffee or food. 1. Leaflet The leaflet spoke about mainly what Cafe Crema stood for and where we source our produce. This is good as it gives the customers knowledge of what they are drinking and eating however it isn’t really relative to the main promotional aims of the campaign.
In order to get the 30% rise in business people we should have included information about the wide screen TV display, free Wi-Fi and free business newspapers. Also the leaflet should have contained discounts for breakfast and lunch that can be cut out for the customers to hand in in-store. Time log I feel that the timescale that we came up with wasn’t detailed enough and that we should have gone in depth of what time things should be done, why certain activities were done at certain times and who was responsible for the activity and whether they achieved the deadline for the client.
This will be better for the client. Budget The budget we produced displayed the items and expenses well and also showed clearly that we were under budget so that the client could see at a glance what was happening. In terms of the actual items we bought and spent money on I think we did a good job on researching into how much leaflets, paper and printing will cost per sheet and gave an accurate expense rate for the company. If I was to do it next time I wouldn’t spend so much money on the shop front design as it isn’t that important and isn’t a wise expense.
Suggestions for improvement: If we had more time we could have: 1. Created a training plan that teaches your staff the basics of how to market your business to clients giving you a more solid in-house marketing team for the future. If we had a bigger budget we could have: 1. Advertised in more areas such as local websites, newspapers and local radio stations 1. Bought software and hardware to produce more in-depth advertisements such as bevel and emboss on fliers etc.
1. Developed the club card so that it was able to get topped up at major super markets Overall I feel that the campaign went well and that we were close to achieving the main aim. To improve we should have I think we should have done special promotions for breakfast and lunch as we stressed so much on business people that we forgot that we wanted more business in the breakfast and lunch period of business days. Having discounts at these times would increase the urge for customers to pop in and eat or drink without costing them too much.