Consumer Promotions And Public Relations This Week

Consumer Promotions And Public RelationsThis Week You Will Continue To

Consumer Promotions and Public Relations This week you will continue to develop your marketing and communications plan for The Westside Coffee Company. Develop 2 consumer promotional concepts to attract new customers over the next year. Summarize each promotion, how it would work, estimated costs, and the anticipated results. Develop 2 public relations events to attract media attention and coverage over the next year. Summarize each event, how it would work, estimated costs, and the anticipated results. Format: These proposals should be presented in a 350- to 450-word executive summary.

Paper For Above instruction

The Westside Coffee Company is aspiring to expand its customer base and enhance its brand visibility over the upcoming year. To achieve these objectives, two innovative consumer promotional strategies and two engaging public relations events are proposed, each designed to attract new customers and garner media attention effectively.

Consumer Promotional Concepts

The first consumer promotion is the “Coffee Loyalty Card Program.” This initiative encourages repeat business by offering customers a stamp for each purchase of a specific coffee beverage. After collecting ten stamps, customers receive a free specialty drink. The program fosters customer loyalty, increases visit frequency, and enhances customer engagement. Estimated costs include initial printing of the loyalty cards ($500) and the redemption cost of free drinks, estimated at $2,000 annually, considering increased visit frequency. The anticipated result is a 15% increase in customer retention and a 10% rise in overall sales generated by repeated visits.

The second promotional concept is the “Referral Rewards Campaign,” where existing customers are incentivized to bring new patrons. Customers who refer friends receive a discount coupon for their next purchase, while the new customer receives a 15% discount on their first visit. This encourages word-of-mouth marketing while expanding the customer base organically. The costs involve production of discount coupons and promotional materials, totaling around $300. Anticipated outcomes include new customer acquisition from existing customer networks, projected to increase new customer visits by 20% over the next year, along with a moderate boost in sales due to increased foot traffic.

Public Relations Events

The first PR event is a “Coffee Tasting Festival,” hosted quarterly at the Coffee Company’s location, featuring sampling stations of new and signature brews, brewing demonstrations, and live music. This engaging event aims to create media buzz around Westside Coffee and position it as a community hub. Estimated costs include event setup, promotional materials, and entertainment, totaling approximately $4,000. The expected results are increased local media coverage, community engagement, and heightened brand awareness, leading to a projected 25% increase in walk-in traffic during event periods.

The second event is a “Barista Training Workshop,” offering the community an opportunity to learn coffee brewing techniques from expert baristas. This workshop, promoted via local media and social media platforms, positions the company as a specialty coffee authority. The costs involve instructor fees, supplies, and marketing expenses, estimated at $3,000. The anticipated outcomes are positive media coverage, enhanced brand credibility, and heightened community relations, which together could improve brand perception and increase customer visits by approximately 18% over the next year.

Conclusion

These promotional strategies and public relations events are designed to foster deeper community connections, increase customer loyalty, and generate positive media coverage. By implementing the loyalty program and referral campaign, Westside Coffee can attract and retain more customers. Simultaneously, hosting engaging events like the tasting festival and barista workshop will increase local visibility and position the brand as a community-centered coffee destination. Together, these initiatives are poised to significantly boost sales and brand recognition over the coming year.

References

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