“A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisation’s promotional mix strategy can consist of many things.”- (learn marketing, 2016)
A promotional strategy is used in fashion to attract customers to the brand and create a buzz around the brand this will deliver a strong concept relevant to global issues. For example the brand United Colours of Benetton use current issues such as race, sexuality and more. “We did not create our advertisements in order to provoke, but to make people talk, to develop citizen consciousness”- (Luciano Benetton 2012)
A promotional strategy covers the four p’s product, place, price and promotion. Promotional strategies are used in traditional forms such as magazines, billboards and newspapers and contemporary methods such as TV adverts, social media and viral videos.
The ad campaign below shows roses that look like hearts to show to the consumer that no matter what colour they are they are all the same underneath. This tells the consumer that the brand is accepting of all whether no matter what they look on the outside, as they are the same on the inside. It is a global issue which affects all cultures.
The strategy will include the brands logo, a colour palette and powerful slogan. The message will then be advertised on its website and campaigns it also will be delivered through contemporary channels such as social media and traditional channels such as magazines and billboards.
Top 10 Controversial United Colors of Benetton Ads.
[Accessed: 21st November 2016]
Available from: http://www.learnmarketing.net/promotion.htm
[Accessed: 28th November 2016]