Promotional Campaign

MerCulture

Research Campaign• What is promotion? Publicizing a product, organization, or venture to increase sales and

public awareness. • Why do companies need promotion? Promotion is needed for a company to grow. It allows

the company to reach out to customers using various forms of media and techniques to grab their attention.

• Why do consumers need promotion? Promotion allows the consumers to gather information about the products before purchasing it. E.g. whether the quality is good, the price is acceptable, it is the best there is

• Examples of types of promotion 4 main types of promotion:

Advertising—Print advertisements in magazines, the web or commercials. Sales promotion—Attending trade shows, holding contests Public relations—Getting bloggers to post about products, pitching articles to magazines, writing

and distributing press releases. Personal selling—Done face to face, e.g. with a business that hosts home parties or through the

phone or web.

School community communicationHow do we communicate at school? How do we know what is going on? How do teachers keep in touch with students? How does the school communicate with teachers, students, parents and the wider community?

Communication method From To

Daily bulletin School, teachers, students Students, parents, teachers

Email School, teachers, students, wider community

Students, parents, teachers, wider community

School Announcements (Using the speaker)

School, teachers, students Teachers, students

Assemblies School, teachers, students, outside speakers (wider community)

Students, teacher

Diary Teachers, students, school, parents Teachers, parents, students

Phone Calls Teachers, school, students, parents Teachers, students, parents, school

Example of promotion: Hong Kong Sevens

Examples of promotion used for the Rugby Sevens. Although this is promoting an event, instead of a company, the methods are fairly similar.IN THE FORM OF VIDEOS:These videos promote the Sevens by persuading people to make promotional videos for the Rugby Sevens and posting them online. The winner wins a free ticket to the Sevens! This is a great method as it increases public awareness. http://www.youtube.com/watch?v=RnAXuBa7Xsghttp://www.youtube.com/watch?v=oCgyEraSiYsUSING LARGER COMPANIES TO PROMOTE THE EVENT: Using the bank HSBC and Cathay Pacific airlines to promote the event is great as they are very well recognized businesses.

PROMOTING THROUGH THE USE OF BANNERS AND POSTERS: Eye-catching posters across different areas of Hong Kong will raise awareness of the event when people come see them. PROMOTING ON TRANSPORTION: A clever way that the Hong Kong Sevens used to promote their event is on public transport, as lots of people will see it.

Example of Harry Potter promotional campaign and audience analysis

Carry out your own audience analysis for the Rugby Sevens

http://www.google.com.hk/url?sa=i&source=images&cd=&docid=LhCJmieGz3dOeM&tbnid=yChn_ABNs9UdTM:&ved=&url=http%3A%2F%2Fhongkongandus.blogspot.com%2F2010%2F03%2Fhong-kong-sevens.html&ei=Q-ElUcudAcmiiAf--YGgBQ&psig=AFQjCNGaDVjhVDjGv1qYUbwdffyoZXkDqw&ust=1361523395150772http://www.google.com.hk/url?sa=i&source=images&cd=&docid=jRYfc9mSZuUsEM&tbnid=E_8b69bcyeMWKM:&ved=0CAgQjRwwAA&url=http%3A%2F%2Fwww.workinginhongkong.com%2Fphoto-photos-image-video%2Fhong-hong-rugby-sevens-7.htm&ei=TOElUcb1C42ViAeWuYHoAw&psig=AFQjCNFnQHJf5CLLEJOapkqo6inGs2RXiQ&ust=1361523404317765

http://www.google.com.hk/imgres?q=hong+kong+sevens&um=1&hl=en&safe=off&tbm=isch&tbnid=5GFrX6Fi_SDSfM:&imgrefurl=http://www.worldwideticketing.com/sports/hong-kong-sevens.htm&docid=SXKnzvsFn-SLXM&imgurl=http://www.worldwideticketing.com/images/sports/hong-kong-sevens/sevens3.jpg&w=800&h=554&ei=ReElUc7zGeWuiQfsl4HoBA&zoom=1&ved=1t:3588,i:160&iact=rc&dur=726&sig=111648620866285827056&page=2&tbnh=173&tbnw=270&start=13&ndsp=17&tx=124&ty=52&biw=1280&bih=680

http://www.google.com.hk/imgres?q=hong+kong+sevens&um=1&hl=en&safe=off&tbm=isch&tbnid=E5vEV67bxvy-6M:&imgrefurl=http://www.asiatraveltips.com/news07/192-HongKongRugbySevens.shtml&docid=04-qT3vWqByrCM&imgurl=http://www.asiatraveltips.com/newspics/072/HongKongSevensDraw.jpg&w=2000&h=1331&ei=ReElUc7zGeWuiQfsl4HoBA&zoom=1&ved=1t:3588,i:354&iact=rc&dur=1340&sig=111648620866285827056&page=5&tbnh=181&tbnw=275&start=63&ndsp=16&tx=104&ty=140&biw=1280&bih=680http://www.hksevens.com/eng/news/video.php

http://www.kukrishop.hk/infant/replica-shirt.html

http://www.hksevens.com/eng/tickets/overseas_fans.phphttp://www.cathaypacific.com/cpa/en_INTL/5bdea1343e6fe110VgnVCM62000007d21c39RCRD

Separate the types of promotion you have found into different age groups. Try to create links or embed video Hong Kong

Old

Overseas

Young