Promotion
With the marketing strategy
has been determined, promotion should be addressed. Through promotion, “…the
company designs promotion programs that communicate the value proposition to
target consumers and persuade them to act on the market offering.” (Armstrong,
G., & Kotler, P. (2013). Marketing:
An introduction (11th ed., p. 29). Boston: Prentice Hall.). Cluck Wagon
will hope to capitalize on word-of-mouth promotion but, at the introduction
stage when the product is first launched, sales growth will apt to be slow, and
the Cluck Wagon will need to advertise and promote itself. We will begin data
mining by offering free or reduced price menu items for those who sign up for
our newsletter. This newsletter will keep customers abreast of when and where
they can find us, as well as providing them with incentives to continue their
patronage. We will continue to collect customer information in this way,
indefinitely.
On a daily basis, we will
locate the truck at various destinations, based on a perceived customer base
available at those locations. We will attempt to partner with local radio
stations and other media outlets, and at these radio remotes or events, offer
free or deeply discounted product to a number of listeners and/or participants.
Over time we will create
loyalty programs. “As the (business) moves through later stages of the life
cycle, it must continuously formulate new pricing, promotion, and other
marketing strategies. It has the best chance of building and retaining market
leadership if it plays its cards correctly from the start.” (Armstrong, G.,
& Kotler, P. (2013). Marketing: An
introduction (11th ed., p. 244). Boston: Prentice Hall.). We will try to
participate at tailgating events for local sporting events. During these events,
we will run promotions for certain items, offering them free if certain
(difficult/rare) goals are achieved. One such event, for instance, might be a
kickoff returned for a touchdown, in which case everyone in attendance would
win a free menu item.
