Research Campaign• What is promotion? Publicizing a product, organization, or venture to increase sales and public awareness.• Why do companies need promotion? Promotion is needed for a company to grow. It allows the company to reach out to customers using various forms of media and techniques to grab their attention.• Why do consumers need promotion? Promotion allows the consumers to gather information about the products before purchasing it. E.g. whether the quality is good, the price is acceptable, it is the best there is• Examples of types of promotion 4 main types of promotion:Advertising—Print advertisements in magazines, the web or commercials.Sales promotion—Attending trade shows, holding contestsPublic relations—Getting bloggers to post about products, pitching articles to magazines, writing and distributing press releases.Personal selling—Done face to face, e.g. with a business that hosts home parties or through the phone or web.
School community communicationHow do we communicate at school? How do we know what is going on? How doteachers keep in touch with students? How does the school communicate withteachers, students, parents and the wider community? Communication method From To Daily bulletin School, teachers, students Students, parents, teachers Email School, teachers, students, wider Students, parents, teachers, wider community community School Announcements (Using the School, teachers, students Teachers, students speaker) Assemblies School, teachers, students, outside Students, teacher speakers (wider community) Diary Teachers, students, school, parents Teachers, parents, students Phone Calls Teachers, school, students, parents Teachers, students, parents, school
Example of promotion: Hong Kong SevensExamples of promotion used for the Rugby Sevens. Although this is promoting anevent, instead of a company, the methods are fairly similar.IN THE FORM OF VIDEOS:These videos promote the Sevens by persuading people to make promotional videosfor the Rugby Sevens and posting them online. The winner wins a free ticket to theSevens! This is a great method as it increases public awareness.http://www.youtube.com/watch?v=RnAXuBa7Xsghttp://www.youtube.com/watch?v=oCgyEraSiYsUSING LARGER COMPANIES TO PROMOTE THE EVENT:Using the bank HSBC and Cathay Pacific airlines to promote the event is great as theyare very well recognized businesses.
PROMOTING THROUGH THE USE OF BANNERS AND POSTERS: Eye-catching posters acrossdifferent areas of Hong Kong will raise awareness of the event when people come seethem.PROMOTING ON TRANSPORTION: A clever way that the Hong Kong Sevens used topromote their event is on public transport, as lots of people will see it.
Example of Harry Potter promotional campaign and audience analysis
Carry out your own audience analysis for the Rugby Sevens Separate the types of promotion you have found into different age groups. Try to create links or embed video Hong Konghttp://www.google.com.hk/url?sa=i&source=images&cd=&docid=LhCJmieGz3dOeM&tbnid= http://www.google.com.hk/imgres?q=hong+kong+sevens&um=1&hl=en&safe=off&tbm=iscyChn_ABNs9UdTM:&ved=&url=http%3A%2F%2Fhongkongandus.blogspot.com%2F2010%2F0 h&tbnid=5GFrX6Fi_SDSfM:&imgrefurl=http://www.worldwideticketing.com/sports/hong-3%2Fhong-kong-sevens.html&ei=Q-ElUcudAcmiiAf-- kong-sevens.htm&docid=SXKnzvsFn-YGgBQ&psig=AFQjCNGaDVjhVDjGv1qYUbwdffyoZXkDqw&ust=1361523395150772 SLXM&imgurl=http://www.worldwideticketing.com/images/sports/hong-kong-http://www.google.com.hk/url?sa=i&source=images&cd=&docid=jRYfc9mSZuUsEM&tbnid= sevens/sevens3.jpg&w=800&h=554&ei=ReElUc7zGeWuiQfsl4HoBA&zoom=1&ved=1t:3588,i:E_8b69bcyeMWKM:&ved=0CAgQjRwwAA&url=http%3A%2F%2Fwww.workinginhongkong.c 160&iact=rc&dur=726&sig=111648620866285827056&page=2&tbnh=173&tbnw=270&start=om%2Fphoto-photos-image-video%2Fhong-hong-rugby-sevens- 13&ndsp=17&tx=124&ty=52&biw=1280&bih=6807.htm&ei=TOElUcb1C42ViAeWuYHoAw&psig=AFQjCNFnQHJf5CLLEJOapkqo6inGs2RXiQ&ust=1361523404317765 http://www.google.com.hk/imgres?q=hong+kong+sevens&um=1&hl=en&safe=off&tbm=isc h&tbnid=E5vEV67bxvy-6M:&imgrefurl=http://www.asiatraveltips.com/news07/192- HongKongRugbySevens.shtml&docid=04- qT3vWqByrCM&imgurl=http://www.asiatraveltips.com/newspics/072/HongKongSevensDra w.jpg&w=2000&h=1331&ei=ReElUc7zGeWuiQfsl4HoBA&zoom=1&ved=1t:3588,i:354&iact=rc &dur=1340&sig=111648620866285827056&page=5&tbnh=181&tbnw=275&start=63&ndsp=1 6&tx=104&ty=140&biw=1280&bih=680 http://www.hksevens.com/eng/news/video.php Young http://www.hksevens.com/eng/tickets/overseas_fans.php Old http://www.cathaypacific.com/cpa/en_INTL/5bdea1343e6fe110VgnVCM62000007d21c39RCRhttp://www.kukrishop.hk/infant/replica-shirt.html D Overseas