Free Marketing Dissertations - 4.4: T Tactics Tactics Correspond To The Actual Method Of Deploying The
4.4: T Tactics
Tactics correspond to the actual method of deploying the strategy in the target market (i.e.) the methods of advertising or communicating the objectives through medium. This stage of the SOSTAC model derives upon the tactics that can be deployed for effectively deploying the marketing communication strategy.
Norman T. Sheehan (2005) argues that the marketing communication in the modern world is not effective only through the deployment of television adverts since the target customers are not always television advertisement viewers. Even through it is accepted that the mass media especially television helps the company to reach the living room of a customer, the fact that effectiveness of the advertising tactics is only in the message carried by the advert as argued by Norman T. Sheehan (2005).
Since it is clear that the promoter is willing to invest substantial amount to promote the business through emphasising the message and the quality of information, the following tactics are recommended for the communication plan.
It is recommended to conduct a special event reflecting upon the society in the Warwick area through advertising using the trivial advertising methods (i.e.) leaflets circulation, newspaper advertisements for the event. The message communicated by the new paper advertisements and the leaflets should not only promote the event but also attract the customers through providing quality information. This can be followed by the deployment of a promotional offer for membership on the day of the special event along with bundle offers for family membership and introduce a friend schemes. The plan for the implementation of the tactics described above is presented in table 2 below.
Table 2: Tactics and Stages
Stage
Tactic
Create initial awareness among the customers in target market
Place newspaper advertisements. The newspaper advertisements will attract the attention of regular new paper readers who would appreciate quality information being communicated by an advert.
Increase awareness in the target market about the event
Circulation of leaflets in the local neighbourhood and the offices in the locality. This approach will not only increase the awareness but also help the company to effectively communicate to the target market. The message communicated by the leaflet should not only advertise the special event but also promote the club membership in the target market.
Special event
This is the actual deployment of the special event where the customers from the target market are expected to gather.
Cross selling
Promotion of the membership and special offers.
