Business Studies – 3.3.4 Promotion | e-Consult
3.3.4 Promotion (1 questions)
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The bookstore should adopt a multi-faceted approach, combining local and online advertising methods to reach their target market. Here's a recommended strategy:
- Local Print Advertising: Ads in local newspapers, community magazines, and event programs. Justification: This directly reaches the local community and is cost-effective compared to regional or national advertising.
- Local Radio Advertising: Short, targeted ads on local radio stations, especially during commute times. Justification: Radio is still popular with local audiences and can be a relatively inexpensive way to reach a wide audience within the community.
- Social Media Marketing (Facebook & Instagram): Targeted ads on Facebook and Instagram based on location, interests (books, reading, local events), and demographics. Justification: This allows for precise targeting of local residents and can promote events, new arrivals, and special offers.
- Email Marketing: Building an email list and sending newsletters with book recommendations, event announcements, and exclusive discounts. Justification: This allows for direct communication with interested customers and fosters loyalty.
- Community Events & Partnerships: Sponsoring local events (bookfairs, festivals) and partnering with other local businesses (cafes, schools) for cross-promotional activities. Justification: This increases visibility and builds relationships within the community.
Justification for the mix: Combining local and online methods ensures both reach and targeted engagement. Local methods connect with the community directly, while online methods allow for more precise targeting and measurable results.