Integrating the Promotions Mix – Answer
‘www.cuttingitshort.com’ – The Campaign
It was decided very early on that personal selling did not suit the nature of the business. The other elements of the promotions mix were far better suited to the mass market.
A promotion was organized with a national daily newspaper that share the same target consumer. Coupons were put in seven separate issues. Once collected, the consumer would post them to www.cuttingitshort.com for a free mountain bike spanner (a product that was very slow moving anyway).
The company invested around $100,000 in a first rate public relations agent.
Direct mail was passed up in favour of an e-mail campaign to existing users promoting the recent additions to the site.
Trade Fairs and Exhibitions.
The company invested $50,000 in a special stand that used Internet technology to explain the virtues of buying www.cuttingitshort.com’s products using the Web.
A huge $2,000,000 was spent on an international campaign which used TV, Radio and poster media.
A decision was made to invest $1,000,000 on sponsoring a round-the-world yacht race.
As with all case studies, there could be many realistic answers. How did you get on.