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Promotional Strategy Essay

This section aims to outline promotional tactics for our brand of Stylish Footwear and highlight some of the ways thru which we can’t create a memorable brand experience for our customers that will ultimately engender brand loyalty and thus repeat purchase. At the heart of any promotional campaign is brand based communication: a communication style (and art) that immediately grasps audience’s attention and positions your brand in the newly captured space of their mind as a distinctive brand which has several new (and different) things to offer than your closest competitor.

As most branding gurus put it: positioning isn’t really what you do to your product; it’s what you do to your consumer’s (customer’s/ target audience’s) minds! Therefore, marketing communication and promotion strategy essentially need to be woven around a consistent message that communicates your brand’s positioning in a simple yet distinct way. As such, Stylish Footwear will create a smart mix of various promotional tools to promote the brand, create awareness and build equity. Our promotional strategy will have the following objectives: • To create a memorable brand experience for consumers

• To engage, involve and interact with, customers • To generate buzz and turn our promotional efforts into viral marketing,

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i. e. the talk of the town • Amaze viewers and gain their attention by throwing in creative encounters with our brand at unexpected places • Challenge conventional marketing tactics by competitors and thus gaining a distinctive position in consumers’ minds • To achieve maximum return on minimum investment i. e. create maximum impact thru the use of minimum resources. This could be achieved by more than one ways: Guerrilla Marketing:

Guerilla marketing is a very effective BTL campaign that has gained fame recently and has been dubbed as an immensely effective mode of communication. It involves creatively using stimuli present in the environment and presenting it contextually to communicate your brand’s message in interesting and unique ways. One way of employing guerilla marketing to promote Stylish Footwear and its line of shoes in various categories by designing a giant sized, beautifully crafted shoe and placing it on conspicuous public places like traffic stops and other heavily crowded places where it’ll attract attention and becomes the talk of the town.

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