Promotion Strategy for Small and Medium Business - Milestone Integrated Marketing Consultants - Case Study Example

Promotion Strategy for Small and Medium Business Name Institution Introduction Milestone IMC Consultants Companies tend to operate on inactive strategies that cost it the benefit of advancing. In Australia, research indicates that there are myriad small and medium businesses that fail to excel due to poor strategies. Precisely, the businesses fail to initiate strategic approaches towards achieving a better economic status in the long run (Katz, 2007). Most of these circumstances become because the firms have not created a reliable marketing network. In addition, the firms fail to create potential public awareness concerning the company. Efforts by the Integrated Marketing Communication to create necessary approach get called for especially when the firm needs prompt strategizing. Ideally, most of the businesses that are working friendly and have an elasticity gap within which it can get developed deserve IMC support. This essay will explore the feasible avenues which a business, through IMC can get applied to enhance better sales and market. We, the Milestone Integrated Marketing Consultants (IMC) have profound and reputable history of consultation in the integrated market strategy divide. The members of the consultancy firm, which is part of, are outstanding. This is not the primary or initial moment we have encountered this form of a task. We, in the fullest capacity, can offer a profound decision on the next strategies that the business can take to elevate business profiles. Recently, we have dealt with firms of small, medium and large sizes which have showed exemplary results after applying a collection of the proposals that we gave to them. The diagram below show a collection or loop of services extended at Milestone IMC. An integrated marketing consultation plan for Bremmar Consulting firm It is predetermined important that businesses that have the Zeal to conquer the market forces should engage in consistent advancement and strategize business operations. This enables the specific firm, whether small or large to withstand the market forces and make improvements in their level of production. Application of the proposed IMC plan will have a number of options that the company can use. First, Bremmar Consulting is a consulting firm situated within the Australian small businesses category (Lynch, 2013). Its major role is to assist firms to improve their online-based presence through the provision of a merged platform of strategic, as well as, tactical approaches. Precisely, the company offers splendid services of developing strategic research programs with the objective of assisting the customers to run their digital operations effectively. Ideally, some of these tasks include customizing solutions such as ethnography studies, traffic analysis, in-person user connectivity, and the use experience evaluation endeavors. The company can get predetermined as one of the most outstanding and creative inventions that ever existed. However, by the demographic characteristic of the firm’s employees, it is clear that not all strategies are in place. There are marginal gaps that ought to get fixed in time. The firm does not offer any tangible products since all the output in the firm is in the form of services. Therefore, more stringent strategies should be placed to assure an affirmative progress in the near future. Accordingly, Milestone IMC Consultancy firm comes up with a prevalent strategy that will enable the company to show better results in the future. In this case, it is identifiable that the firm will develop a persuasive strategy to improve the statistics of the company in terms of the number of customers it gets. In addition, the strategy developed by the IMC will implicate a sensible layout of the company’s processes that will facilitate affirmative returns that will facilitate the company’s objective to initiate better skills and customer range. The units that will be used to assess the level of response by the company will include the level of revenue and profits. That is; calculated marginal revenues and earnings will be used to infer that the company has made expected returns. Accordingly, the IMC plan needs to be designed and implemented in a span of six months within which the services and the market approach, through advertisement strategy of integrated marketing consultancy. The period will allow the company to rebrand some of the applications used online and updated some new strategies of selling information about the company’s services. Ideally, one of the reasons that the company does not have an inference in the number of clients it ought to have is because most potential customers do not know its existence (Hallberg, 2000). However, all the feasible reasons behind the each of the objectives set by the IMC, reinforced by the communication variable mix are elaborated in the rationale section of the report. Feasible alternatives get projected in the final section of the IMC report. Rationale Bremmar Consulting, based in Australia, is a small business that is listed among the best places that one could work. The description emphasizes on the category of the small business firms that are best to work (Lynch, 2013). The picture below shows what kind of staff Bremmar Consulting firm has. The company has a lengthy history of in which it has been operating. The basic role of the company is to offer assistance in digital brands and services. This means that the company can only address and assist companies that hold their business online. Accordingly, the company is one of the companies that have complex, but admirable services that it offers. The services are unique. First, it offers assistance and guidance to major companies to online companies such as Amazon, PayPal, eBay and other companies such as Wal-Mart and Harley Davidson. These companies rely on digital operations form them to substantiate their productivity. Bremmar Consulting is an outstanding small entity that has approximately 11-50 workers. The skills that get manifested in the workers are dynamic since they change with respect to the task available. It has a reputable history of success since the category of firms that it offers its digital packages is the most outstanding companies in entirety. The target group of this company is rated to be vast since all ages expect to acquire digital service in the fastest way ever. One reason for that could get aligned with choosing the company is because there are numerous avenues that can be approached and assessed to ensure that the market success of the company gets realized. The company’s has the strength to offer high-quality service. However, there are gaps that exist in the market the company does not address, even in the current situation. The services that it offers are only purchased by the high profile companies. Therefore, the company is believed to stand a feasible ground to establish a desired network loop that includes both the international and the local entities that demand digital service assistance. The new development will facilitate increased level of customer approach. In addition, the Bremmar Consulting Company will benefit from the proposed complex network loop. The loop will add the number of categories that demand the digital services for the digital world becomes a central point of addressing issues. The Bremmar Consulting has the potential to make the ends meet especially when it comes to creating a sensible integrated communication plan. The proposed communication plan, by Milestone, will require that the professionals will have to come up with a stringent strategy that will not deploy if all the necessary loop variables are not into place. Profile of the campaign audience There are primary and secondary target groups suitable for the company’s campaign of a new initiation. The entire target audience of this campaign is a professional kind of profession. Different personnel are incorporated. The demands are also different. However, they are harmonized by the fact that each of the problems is resolvable within the campaign manifesto. In addition, they have a special form of demand for the product that is quite different from most of the companies out there. Primary target group The primary target audience is the corporate and certified online trend entities. The primary target group is re-categorized into: High-rank entities These are the companies that have highly trending online activities that always demand full surveillance and development of new digital accessories and services. Medium rank corporate entities This is a group of entities that are considered a newbie in the world of delegating their digital operations. They are also quality companies with established roots in the digital services. Secondary target group The secondary target audience comprises of the individual investors whose activities get precisely done on personal backgrounds. Most of these persons are available online for one reason or the other, but most probably they are business men with intent to demand digital orientation. Audience perception or problem The target audience has stringent issues that the campaign intends to solve. First, the target corporations are victims of untimely and low-quality digital support systems from within the organizations. The problem can either get initiated by low quality and unprofessional services or that the persons responsible forsake responsibilities. Marketing and communications objectives First, the marketing objective is to acquire an additional 10% customer attachment within the first semester to create a starting point for the company. Secondly, the communications objectives of this IMC are categorically stated in differentiation but intend to develop a common firm’s destiny in the market. They include: To create heightened awareness within the local and international levels in the first semester of the year To create an effective, and reliable communication strategy in the long-run To sensitize 50% to 70% service awareness to new firms and individual entities with respect to the digital services offered To establish a reference point for the company through continued service demos in the campaigns To create a competitive edge with the rest of digital consulting firms The concept of the campaign First, the audience is characterized by different levels of professionalism and complexity. Some of them require detailed digital assistance whereas others need support digital service to suffice the market trends (Holm, 2006). This calls for different strategies and ideologies with respect to what is essential in the campaign. In this case, only one product is in demand. That is; the digital service. Therefore, the idea of the campaign lies on the quality and availability of service whenever it gets demand. The campaign stipulates the necessary strategies the firm will use to resolve issues of digital applications from complex to none complex firms. Additionally, the idea intends to attract the small-scale customers who are not aware of the firm’s existence as compared to the large entities such as Amazon and PayPal. The epicenter of the campaign idea First, the target market comprises of a portfolio of demands. Some of them require that their websites should be hosted. Others demand that the websites should be customized and others want maintenance services in precision. Therefore, precise service offers will serve the best purpose for the company, as well as, the target audience. Recall that there are two economic classes of audience. Each of the two has a distinctive demand. The diagrams below exhibit the information technology service categories that the company intends to offer other firms. Service type I: cloud computing The diagram indicates a screenshot of a cloud-computing application that is under demonstration. Cloud computing is usually one of the paramount services to companies which transfer huge amounts of online data. This second exhibition indicates the manner in which the campaigns intend to create a larger market network for the company. Service type II: networking This implies that the dream of the Bremmar Consulting will manage to access a vast region. That is; increasing the market size and value. Campaign slogan In most cases, the design, initiative and the expected product creates a platform of the best campaign slogan. Ideally, the target market demands an improved information technology system in their firms. Therefore, they require a firm that will address their immediate demands. Accordingly, as the IMC, the slogan below is most suitable. The slogan is: Keep it here at Bremmar Consultation is a process. Therefore, it is the responsibility the company offering consultation service to continue offering progressive services to subject audience continually. Hence, the campaign eliminates possibilities of doubt in service delivery. Marketing communication strategy and tools Primary strategies and tools Internet The company’s entire services tend to serve online assistance or online affiliated services. Therefore, the marketing elements will be displayed online for most of the potential customers who are online can identify the campaign and the agenda (Lagrosen, 2005). Search engines such as Google will serve the purpose. Direct marketing The campaign aims to boost a service rendering company. It is the firm's responsibility to appear in the market and demonstrate what they intend to do. This will initiate a strong relationship between the customers and the business. Hence, long-term services may be granted if customers are satisfied. Support media The social media are usually a meeting point to many persons and entities. Therefore, valid information about the campaign will be passed through social media such as twitter, facebook and other chat rooms. Public relations This will be carried out on an online basis. Ideally, the firm will ensure that an affirmative impression gets created between itself and the target audience. Hence, the target audience will prefer the company to other consulting firms. Secondary strategies and tools Advertising The service and the objectives of the campaign will be initiated to boost awareness of the firm amongst the general target audience (Belch, 2003). The adverts will incorporate persuasive messages that will attract the target audience to the company’s premises and services concurrently. Sales promotion This strategy will require that the company offers itself to serve on free basis for a period. The core objective of sales and promotion is to ensure that the target audience gets to see and encounter the level of services offered before making a consumption decision. Ideally, each of these tools is essential in the campaign. The company has an avenue to make the adverts online hence it does not take much of the expected marketing costs. However, it is important to rate the impact of each of the methods for future reference. Some of them may deem irrelevant in a future endeavor. Campaign measurement The impact of the campaign can only get assessed from the audience’s side. That is; the response that the target market creates is one of the first steps of determining the impact of the campaign. The success of the campaign is assessed if; A heavy turn up of customers is achieved. If the customers, who are an online base give an affirmative response to the sales promotion they received in the campaign If a customer awareness variance analysis indicates that the level of loyalty is highly ranked. If the number of visitors in the next financial year substantiates, hence revealing an increased level of revenue. References Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective. The McGraw− Hill. Hallberg, K. (2000). A market-oriented strategy for small and medium scale enterprises (Vol. 63). World Bank Publications. Holm, O. (2006). Integrated marketing communication: from tactics to strategy. Corporate Communications: An International Journal, 11(1), 23-33. Katz, J. A., & Green, R. P. (2007). Entrepreneurial small business (Vol. 200). McGraw-Hill/Irwin. Lagrosen, S. (2005). Effects of the internet on the marketing communication of service companies. Journal of Services Marketing, 19(2), 63-69. Lynch, S. (2013). Business Execution for RESULTS: A practical guide for leaders of small to mid-sized firms. STEBIAN.com. Read More