So TWD has a fantastic product, at an appealing price, available in all the right places, but how do customers know this? Promotion in the marketing mix is about communicating messages to customers, whichever stage they are in the buyer journey, to generate awareness, interest, desire or action.
TWD has has, potentially, different tools for communication with varying benefits.
Advertising is good for raising awareness and reaching new audiences, whereas personal selling using a sales team is great for building relationships with customers and closing a sale. The challenge? To choose the best tool for the job, and select the most effective media to reach our audiences based on what we know about them. For example, if a TWD customer is a regular on Instagram then that’s where you need to be talking to them!
This doesn’t just apply to customers. Communicate to other stakeholders too like shareholders and the wider public to build company reputation. The same principles apply; choose the right tools and media that fit with what you are trying to achieve.
Example: Video
Also utilise Digital Marketing more effectively.
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