Marketing Plan—Promotion
The Droplet’s promotional efforts, directed towards the marketplace with an informative focus, will entice consumers to make their initial purchases. Communications will be centered upon sharing the message that The Droplet is a reliable, affordable, and convenient solution for the safety of families and communities. This establishes the basis for the implementation of an emotional appeal as a creative concept; it transcends its functionality, and becomes a resource central to the health and safety of communities. The message will be executed with a ‘slice of life’ take, to emphasize the immediate results, accessibility, and convenience of using and purchasing The Droplet; the product is not intended as an addition to consumer lifestyles, rather as a direct and effortless incorporation
…show more content…
Furthermore, there will be a focus on using local newspapers and radio commercials as the media for this message to achieve a reach of 45% of the target market within the first 6 months of advertising. Specifically, radio broadcasting will occur during lunch and weekday commuting hours to consistently target the largest audience possible. These media are more cost effective than television commercials, and more practical relevant to the target market than social media advertising. Unlike the Greater Toronto Area where social media is extremely abundant, it is likely that rural communities hold different values. Even though The Droplet is relying heavily on word of mouth advertising to communicate consumer value to households, newspapers and radio advertising will assist in selectively narrowing in on the target market and facilitating local acceptance of the product. The combination of these media with the anticipated capacity of word of mouth advertising will further The