Promotional Strategy Essay Example | Topics and Well Written Essays - 1250 words

Promotional Strategy - Essay Example In order to maximize sales volume and reach as many customers as possible, the company will aim to use more of a ‘pull’ promotional strategy (Lamb, Hair & McDaniel, 2008), in tandem with the ‘push’ strategy which will be more subtle. The aim is to entice the end users to pull the EJ’s Innovation and More product from the manufacturer or the distributor into their homes. Sales promotion in the first phase of the campaign will be extensive but will be monitored closely. As this represents a cost that can be controlled, if the response of the customers is more than expected in certain cities or areas, sales promotions will be curtailed in those regions.  Pull Strategy With this strategy, the company is hoping to reach a massive audience, as has been defined previously. Strategies will include heavy television, radio, print, online and billboard advertising, especially in the major cities all over the U.S. The special features of EJ’s Innovations and More laptops and PCs such as touch-screen would be very creatively, yet simply, advertised to the customers. Special contests would be advertised online and in print which would allow every ten thousandth customer to get a lap top or PC with any five additional features of his choice. Similar tactics will continue throughout the campaign to attract new customers to the product. The company has plans to invest in trade advertising and incentives to encourage support businesses to push the new range of laptops