Promotional Mix B.E.A.M’s promotional mix aims to increase the profitability of the brand by following the AIDA model. By making effective promotional decisions, that raise awareness of the brand; create interest about products; and enhance their desire to own the product; customers are more willing to act on this resulting in a purchase (LeaGreenwood, 2013) As noted by Fill (2006) each element of the promotional mix is effective at tapping into a different element of the purchasing decision sequence. Therefore, it is important to develop a comprehensive promotional strategy in order to achieve the best results.
1. Awareness
Advetising: Print Advertising
B.E.A.M will pay for advertisements in a variety of Indie magazines to build awareness of the brand. For example, Oh Comely is a magazine that encapsulates mindfulness and “brings together ideas for mental wellbeing” (Oh Comely, 2019). The magazine’s values are in-keeping with the needs of B.E.A.M’s target audience, so by advertising here the product will be exposed to customers that have the most potential to be interested in the range. The editorial advertisement will take the form of full page adverts and product placement through product reviews.
Advetising: Podcasts Figure 50: Oh Comely
Figure 51: Happy Place
Another advertising technique to build brand awareness will be sponsorship of podcasts. This is an appropriate channel as the intimate medium offers “a built-in, loyal audience” who are more likely to engage with “a host’s product recommendations” (Prinzivalli, 2018). The honesty of a podcast ties in with B.E.A.M’s core values of authenticity and by sponsoring popular wellness podcasts like Happy Place and She’s Electric, the brand can easily engage with individuals in that make up its target audience.
Public Relations The PR strategy will consist of influencer gifting. Rather than pay for sponsored posts, B.E.A.M will send items to relevant wellness influencers such as @stevieyaaaay (a climate activist who promotes self-love) in order to generate more credible brand awareness. By not paying influencers to post about the products, the coverage will be based of their real reactions, thus making the content more trustworthy. This will be better-received by the target audience as they appreciate brand transparency.
Figure 52: Influencer
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B.E.A.M bettering environment and mind
