Page 4: Above and below the line promotion
A business needs to use different promotional activities to raise awareness of its products and services. When planning promotional activity, the acronym AIDA is a tool that can be used to make marketing communication more effective:
- initiating awareness amongst non-customers or increasing knowledge of new offers for existing customers
- generating interest for and a desire to have the product
- ensuring action to purchase.
There are different methods of promoting products and services. Above-the-line promotion aims to inform and raise brand awareness. It includes advertising in magazines, newspapers, online or through television advertisements. However, these methods are expensive and in an increasingly cluttered media world it is harder to cut through with just advertising. Increasingly, below-the-line promotional activity is being used in addition to advertising, to reach and engage with consumers. Below-the-line promotion gives a business more control over how it communicates with its target audience. Below-the-line methods include social media, direct marketing through targeted mailshots, personal selling and sponsorship.
Kellogg’s uses both above and below-the-line methods to promote its products. Television, radio, online, cinema and press advertising are examples of its above-the-line activity with on-pack promotions, sampling and coupons examples of its below-the-line activity.
In 2013, Kellogg’s launched its new Crunchy Nut Oat Granola (CNOG) product which was promoted through a 2-stage door-drop sampling campaign using specially selected postal areas. These postal sectors, which were clustered around stores, enabled Kellogg’s to target ‘adult taste seekers’ aged between18-45, who eat a range of breakfast cereals. The first stage of the door-drop involved the delivery of branded bags to 907,435 targeted homes in 1,014 postal sectors. These bags offered the consumer a free pack of CNOG, and to accept they had to tick a box and leave the bag on their door-step for the following morning. The second stage of the campaign consisted of filling the bags (of households who had chosen to opt-in) with a free full-size packs of Crunchy Nut Oat Granola.
The campaign was a success with a significant impact on sales through new customers trialling the product. It also had a positive effect on existing customers, demonstrated by an increase of 6.4% in repeat purchase. The outcome of the campaign was £155.500 of extra sales and 64.800 in units, resulting in a small market share increase. As with the CN restaurant campaign, Kellogg’s social media channels were integral to the promotional activity. A twitter hash-tag on each bag resulted in consumers sharing their positive experiences online.
Kellogg’s also uses promotional campaigns in-store to drive brand awareness at the point of purchase. An example of this was a five week sampling tour at Tesco stores across the UK. Using branded Crunchy Nut vans, two teams drove around the UK handing out samples of Crunchy Nut chocolate cereal. Locating themselves in prime positions in stores, to capture the highest footfall, nearly 30,000 samples were distributed to customers. This type of promotion both highlights and increases demand for products close to the point of purchase, as well as creating greater engagement with customers.