In week 4 you identified your target audience for your course (Photography Class) and the demographic and competitive information that aided you in deciding your target area and how you would price your product. This week we will put it all together and make an integrated marketing strategy. This marketing strategy will include:

 

• How you will create brand awareness for your product - some companies have instant brand recognition when they see an image, how will you do it? 
• How will you position the course amongst its competitors?
• Discuss two environmental forces that could potentially impact your brand/course and how you would react to this.
• Explain your strategy of how you will communicate with your audience when launching your new course i.e. programs and events (remember you chose a target city/area) both in person and virtually.
• What incentives will you offer to attract new customers?

 

Strategic Marketing is responsible for the timeless nature of business structures.

A buyer can notice a product category to be simple, merged, or neither of the two. This concept affects the decision making of the consumer's behavior. A well-educated buyer who recognizes the difference of the products information will be more likely and willing to shop around and gather more data about the products before buying. The act and method of buying is the ultimate goal in establishing a business.

How you will create brand awareness for your product - some companies have instant brand recognition when they see an image, how will you do it? 

Brand awareness main objective is to leave a remarkable impression about the product or service that you offer. To simplify this, A successful brand awareness is focused on the creative idea that you present in the market, so when they see or hear your company's name, it will be easily recognized and identify.

Key points to remember how to create a successful brand awareness:

First, Setting a specific specialization. Identify your product/services strengths and prepare an intellectual concept or style, something exceptional and unique that the consumer will remember easily.

Second, Differentiation strategy. Identify the different methods, procedures, techniques and style that you can practice in photography. Differentiation strategy involves a bunch of brand-building strategy with massive efforts to get the appropriate market that benefits that will benefit both consumer and company.

Third, Segmentation. Identify your specific audience who value your area of specialization and pays attention to the details of your work and value your expertise.

Fourth, Concentration. Determine the best and target market for the said venture and focus more on the opportunities and strategies to position your product/service to gain trust and have a compelling and competitive business.

How will you position the course amongst its competitors?

A competitive environment refers to the immediate industry that offers the same business that you have. It is best to study your competitors. Know their target market, their strengths and weaknesses and use this as opportunity to create an effective strategy to your marketing plan.   

An upright positioning strategy involves your brand's context, brand differentiation & specialization, brand background, understanding the target market and develop trust in your consumers. By this you can take advantage of the market positioning to focus on the people who is more likely to buy or use your service. the core objective is thoroughly associate the product with specific target market. 

Discuss two environmental forces that could potentially impact your brand/course and how you would react to this.

A.   Technological Environment

Technology plays a big role in today's society specially in the photography who primarily use the power of technology to produce a stunning, magnificent and exceptional images. Theoretically speaking, a photography business is quite expensive, specifically with the equipment needed. The developments in technology is rapidly changing from the software and hardware capabilities, digital designs, camera features, printing machineries, photo editing application lightnings and other materials. These changes will affect the photography business significantly.

To handle the technological developments, it is best to study and focus on the basics and difficult concepts of the photo editing and the context of using the applications used to edit the photos, the business should invest more on equipment that lasts longer to avoid future expenses.

B.   Economic Environment

The Economic environment emphasize the movements of the supply and demand in the market. The industry is expected to feel the marketing forces in the world of photography. To think critically, the Photography entrepreneurs faces a great deal of losing potential clients since people nowadays have smartphones that they can use to take photos, an application to edit their photos and other resources that can be used to produce a quality photo. Photographers should be more aware of the ventures that they will offer in the market.

In this case, it is recommended to establish a proper marketing strategy that will surpass the modern technology using the smartphones. Discover new opportunities that develops a concrete plan to meet the needs and expectations of the market using the photography. 

Explain your strategy of how you will communicate with your audience when launching your new course i.e. programs and events (remember you chose a target city/area) both in person and virtually.

The business mission must be very precise and accurate about the target audience. The consumers must be in adequate size, appropriate payer and have a clear interest and value the product or service being offered. Knowing the target market will lessen the failure of the enterprises and the efforts will be actually paid off.  

Advertising and promotion are one of the effective ways to communicate with your audience. One of the basic strategies that being used in the market is the positioning statement for the product involve. 

What incentives will you offer to attract new customers?

Promotional Programs are the best tool used in convincing the market to instantly try and explore the products or services if they are convinced enough that it is actually worthy of their money.

Promotional tool to attract new customers:

Opening Promo - Most business ventures offer an opening promo to attract new customers, providing exclusive deals for the short and limited time will surely draws attention to the market.

Great deal packages - includes free trials, buy 1 take 1, offers free sample and Coupons that can be used in the limited time. This promotion is one of the effective methods to attraction new customers.

Giveaways - This type of approach is usually used in social media platforms to generates likes and share to the newly establish business. It is used to create a brand awareness that will surely interest new customers.

Discounts - Upon opening a business, discounts are the best tactic to attract new buyers. Both consumer and owner will benefit from this type of promotion.