case studies- changes in promotional mix
Introduction
The following three mini-case studies illustrate recent examples of businesses that have decided to change their promotional mix:
BUPA
Bupa, the provider of private medical and health care services, is rolling out responsive radio ads for its Care Homes division as it phases out press advertising.
This follows successful promotional trials for its cancer centres last year.
Radio advertisements on Classic FM will run for five weeks and will target two audiences:
(1) the “gray market”, which would be considering care homes, and
(2) people thinking about care home residency for someone else
The 60-second radio adverts are designed to:
• Broaden customer awareness and
• Increase up-take
Until now, door-drops, direct mail, press ads and inserts have all been part of the marketing mix.
Last year, Bupa used responsive radio adverts for the first time in an effort to boost membership and its customer marketing database of 4.5 million records. It also decided to increase direct-response tv ("DRTV") ads and scale-down press activity.
Dawson & Sons
Wooden toy mail order specialist Dawson & Son is embarking on its first national magazine insert programme in a bid to generate more customers.
Until now, the company has concentrated on responsive adverts in publications such as Nursery World and Natural Parent.
The company, whose products range from rattles and train-sets to family games like croquet and boules - wants to diversify its marketing mix.
As part of the test strategy, Dawson's spring catalogue will be placed in The Sunday Times in an attempt to boost its 55,000-strong customer database.
Dawson's plans to roll out the initiative for its winter catalogue later this year, if the test proves successful.
Marie Curie Cancer Care
Marie Curie Cancer Care is reviewing its marketing strategy in an attempt to attract a wider audience by steering away from traditional direct techniques, such as mailings.
Direct-response television (“DRTV”) and face-to-face marketing are both being tested in a bid to supplement the charity's typical over-60s donor base with younger supporters. If tests prove successful, they will become part of Marie Curie's marketing mix.
"Traditional methods are declining in response because everyone is using them," explains Marie Curie head of supporter development Sarah Tite. "We need to look at other ways of reaching a broader audience."
The DRTV campaign is timed to coincide with Marie Curie's flagship Daffodil day on March 9.
Responsive billboards and posters are also being rolled out across the country, encouraging people to call and donate to the charity.
Marie Curie is also addressing the issue of supporter development in an attempt to keep its 600,000-strong donor base loyal.
A restructure of the charity's strategy will place the donor at the centre of its activities.
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