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Advertising and promotion
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| bet | 19/26 | | Sana | 04.01.2022 | | Hajmi | 0,52 Mb. | | #10396 |
Advertising and promotion will be a three-phase process, involving public relations, Web and print advertising, partner acquisition, and brand imaging. Outside advertising and PR agencies will be utilized as much as possible in order to further ensure the creation and presentation of an overall coherent and professional message.
Phase I Phase I is expected to last 10 to 12 weeks and involves acquisition of customers through print and Web advertising. Web banner ads will be placed on sites that offer chat services, with a click-through link to the directReach™ Web site. The directReach™ home page will present information about the service features, usage, and benefits, as well as an online registration form. Ads and site copy will strive to educate readers on the importance of maintaining personal security by not giving out phone numbers to strangers and will stress the three key benefits of the service. Moreover, the Internet ads will extol the excitement gained by moving an online chat to an off-line phone call.
PR is also a major emphasis during Phase I, with special attention placed on targeting Internet publications and mainstream press with information about PCC's unique service. Press kits with promotional material and free trials of the Product will be sent to key reviewers and writers.
Phase II Phase II will begin concurrently with Phase I and involves acquisition of strategic partners. Primary targets are those establishments that already have relationships with the target user: OSPs, ISPs, and sites hosting chat rooms and dating match services. Since potential partners may want proof of the concept before engaging in an agreement with PCC, Phase I must successfully demonstrate the reliability of the Product.
Phase III Phase III begins immediately after the successful implementation of Phases I and II and involves an emphasis on the branding of the service, through newspaper and Internet advertising, billboard displays, and additional generation of media coverage. This type of promotion will be ongoing, with the primary purpose of strengthening the brand in order to build a solid customer base and deter the entrance of potential competitors. Significant resources will also be dedicated to building customer loyalty, through live operator service with well-trained and professional customer service representatives; promotions and incentives for frequent users; and new and customized calling services. It is important that the brand consistently conveys a message of legitimacy and professionalism, from advertising to customer service to product reliability.
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