The use of social media in promotion
A National Trust case study

Page 1: Introduction

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What do the words ‘National Trust’ mean to you? Historic houses? Gardens? An organisation that older people join? All of these are accurate, but they reflect only a small part of what the National Trust is and does. What you might not know is that the Trust’s responsibilities include over 350 historic houses, 255,000 hectares of land including gardens, mills, coastline...
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Page 2: The marketing mix

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The marketing mix (the four Ps) is a means of assessing how an organisation can balance the four key elements of Product, Price, Place and Promotion in order to meet customers’ needs and achieve its sales objectives. Even with the best product in the  world, if a business promotes it to the wrong audience, overprices it or distributes it in a way that is inconvenient for consumers, then...
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Page 3: The purpose of promotion

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Promotion may have a number of purposes depending on the needs of an organisation. For example, it can raise awareness of a brand or business, highlight the benefits or value of its products to attract sales or help to change the image of a firm. Promotion covers a variety of techniques by which an organisation communicates with its customers and potential customers. These communications may...
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Page 4: Above-the-line promotion

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Above-the-line promotion is typically associated with traditional forms of advertising media. These might be through newspapers, magazines, TV, cinema, radio, billboards or internet poster ads. This type of advertising is useful for promoting a product or service to large audiences, but will reach interested and noninterested consumers alike. In addition, these forms of advertising are generally...
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Page 5: Below-the-line promotion

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Below-the-line promotion uses methods over which organisations have greater control. It covers many activities, which are more easily tailored and targeted to selected and relevant audiences. These might typically include news articles and press releases, direct mail, sales promotions, exhibitions, sponsorship or events. Wallace and Gromit In order to achieve its new strategy, the National Trust...
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Page 6: Conclusion

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All marketing activity needs to be tailored to reflect a business’ target audience. It also needs to be able to show return on investment. For a non-profit making organisation like the National Trust, ensuring its promotional activities give value for money is critical. The use of social media aims to improve public perception, but the Trust’s campaigns have also shown savings in...
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