Promoting the brand
A Portakabin case study

Page 6: Conclusion

Promotional campaigns use a range of channels to help businesses reach customers with their messages. In business-to-business (B2B) markets, sales promotions techniques and above-the-line campaigns are not used extensively. Portakabin does not invest in television campaigns, radio adverts or big newspaper adverts. Its promotion works around the needs of large-scale professional buyers. These customers need information about Portakabin products and the benefits these can offer their organisations. They need confidence that the company is reputable and can deliver on its promise. Portakabin focuses on providing customers with accurate and timely information through its own magazines and its website. It takes care to develop promotional campaigns that target customers through direct mail and email. Portakabin assesses its promotions carefully. It measures the volume of business generated by each promotional campaign to evaluate whether it has met its targets.

Portakabin | Promoting the brand

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