Page 5: Promotion and place
Portakabin uses both above-the-line and below-the-line methods. Above-the-line involves paid-for advertising through targeted channels such as trade magazines. Below-the-line promotion is generated in other ways. Portakabin methods include direct mail, public relations and open days. Its website is also a point of promotion as it gives customers immediate access to the scale and capability of Portakabin product and services. It seeks to persuade them to buy its products and services through detailed information and product images on the website.
In the case of the launch of the new Decant School product, Portakabin targeted local education authorities (LEAs) and education contractors. It used several methods to reach them. For instance, it placed a double-page spread advertisement in relevant education and construction magazines. It also used several methods of below-the-line promotion:
- Direct mail. This was a letter, with a printed leaflet that showed a decant school complex.
- Email. Promotional emails were sent out to a key database of prospects.
- Public Relations. This took the form of press releasesto appropriate education and construction publications.
- An additional targeted web page was added to the Portakabin website to support the campaign.
- Time lapse construction videos showed the stages of a project on the Portakabin website and on YouTube.
- Special school open days were organised through Portakabin hire centres.
Place refers to where customers can buy products or to distribution channels. Portakabin is a business-to-business (B2B) operation, which has 45 hire centres across the UK. This means no customer is more than a one-hour drive away. Service teams are therefore close to customers so can resolve issues quickly.