Introduction
Marketing campaigns are performance drivers that require adoption of effective work plans. The campaigns should be set with clear objectives that are economically viable and socially acceptable. This is critical since the campaigns that involve advertisement and promotional activities require immense resources.
Indeed, sleep clean company that produces quality mattress covers should analyze its capacity in terms of its resource base before adopting any marketing approach. The plan should be able to deliver the objectives of the institution and improve performance. It is imperative to note that the company produces quality sleep clean mattress covers that prevent bedbugs, dust mites and various sleep allergies.
Strategic Campaign Decisions
As noted, potential consumers are not aware of the existence of the company’s products. The consumers are also not aware of the solutions they provide to users in terms of comfort and health development. This has prompted the need for the development of a viable marketing campaign plan (Belch 2).
The plan is to facilitate sales through systematic awareness creation of the company’s products especially the sleep clean mattress cover to consumers. In this regard, pertinent decisions that managers should make appertains to the campaign method, the approach and resource employment.
They should also make decisions that appertain to the identification of market segmentation and target groups. These elements are instrumental in driving marketing in any setting. Therefore, the company’s management should formulate credible decisions on the issues.
In particular, decisions on the methods of executing marketing campaigns are crucial. The methods define the effectiveness of the process. This explains why the management must evaluate the campaign techniques and choose a viable system that is sustainable (Belch 2).
The technique should hold formal incentives for marketing to enhance awareness of the institution’s items. Secondly, decision on resource employment and the campaign approach is fundamental in steering the process that the management should consider effectively.
They should adopt a plan of activity that is effective but facilitates cost optimization. This is vital since some marketing approaches are cost intensive while others lack the potential to cover vast geographical area. Further, proper decisions should be made on the target group and the potential market segments that are within the campaign strategy.
Campaign Objectives
In any marketing initiative, there must be clear-cut objectives that drive the campaign process. The objectives are to provide clear guidelines to steer the decision-making process and formulation of campaign strategies.
The objectives enable managers to design marketing systems that are sustainable and vibrant. This contributes in averting unwarranted wastage of resources. Indeed, Sleep clean corporation should execute its campaign with the following objectives
- To improve the company’s market share that is still low despite its potential for growth
- To improve its financial performance
- To improve on its sales volumes and health standards of consumers
Target Market Overview
The company should focus its campaign activities to potential market segments where demand for mattress covers is high. This should come after proper evaluation of the factors that influence demand for sleep clean mattresses.
It should also come after proper assessment of the potential market segments. In this scenario, the company should focus its campaigns on homeowners and hospitals. These should be their target market due to their potentiality in using mattress covers (Belch 5).
Ideally, the concept of providing sleeping products that enhance comfort and health standards would substantially sell among homeowners. This is evident since homeowners and patients are increasingly looking for quality bedding that provides comfort.
Homeowners and hospitals form the largest market segment that uses mattress covers. They also form the largest population who are yearning for products that provide a solution to sleep allergy complications. Therefore, the company should adopt homeowners and hospitals as its potential market segments.
Recommended and Ineffective Campaign Techniques
Campaign techniques are the advertising or promotional options that institutions apply to drive marketing activities. Sleep clean corporation should identify and adopt advertisement techniques that are effective and cost efficient.
This is to ensure that its marketing initiatives are able to create a positive impact (Egan 248). The effective and cost efficient techniques that can support the company’s campaigns include the use of internet and TVs. These techniques are appropriate since they hold the capacity of creating awareness of the company’s products locally and internationally.
In particular, internet is an effective system that most individuals are using to execute marketing activities. It presents low cost and effective marketing technique that explains why sleep clean corporation should ensure its adoption.
Rationally, it provides essential marketing incentives that facilitate advertisement campaigns based on two concepts. The concepts include cost implications and global effectiveness.
Evidently, the technique will enable the company to expand its market share since it will create awareness on its products globally. This will expand its sales capacity and competitiveness that in turn will lead to the realization high returns.
Egan (248) indicated that the internet is the best technique that offers conventional marketing incentives that institutions with strong growth aspirations should embrace. This is vital since it presents an effective platform of performing advertisements. it also ensures cost minimization and gives institutions an international outlook.
Consequently, TVs provide an effective platform for marketing activities that the company can adopt. It also facilitates local and international awareness creation on various products. TVs have been widely used by various corporations to earn competitive advantage and to advance their market share.
This is due to its effectiveness and the ability to aid pictorial tests or explanations on the usage of a product (Belch 12). Rationally, TVs are effective systems that enable transfer of information to a wider geographical setting with limited complications.
It commands a lot of influence since its accessibility is not dependent on stringent factors in comparison to internet. These elements explain the key concepts why its use in driving marketing activities is gaining prominence. Its use is effective since most individuals have TV sets unlike internet that makes it more viable as a marketing tool.
The company should not adopt the use of flyers and billboards as marketing techniques. This is due to the techniques cost implications that exceed the cost of internet and TV advertisement programs. They also limit the geographical coverage since the information contained in the techniques only serves specific individuals or settings.
That is the techniques lack the potential of creating awareness on products beyond specific regions. This would impede the sleep clean corporation’s objective of gaining international prominence. Rationally, the techniques present cost implications due to the high cost involvement.
They also limit the scope of coverage that renders them in appropriate in driving the corporations marketing campaigns.. Therefore, use of internet and TV remains viable options that the company can pursue to facilitate the realization of its objectives.
Conclusion
In conclusion, marketing is a fundamental element that institutions that aspire to record exemplary performance should adopt. They should formulate realistic operating plans and campaign programs.
They should also adopt viable promotional activities to facilitate product awareness among potential consumers. This is to advance their competitiveness and performance levels that are dependent on sales units.
Works Cited
Belch, George E. Advertising and Promotion: An Integrated Marketing CommunicationsPerspective. Sydney: McGraw-Hill Australia, 2009. Print.
Egan, John. Marketing Communications. London: Thomson, 2007. Print.