Discuss about the Advertising Campaign Report For Australian Hardware.
The reality TV home renovation shows have become a favorite show for most of the adults between the age of 35-50 years old (Sack, 2010). They have palatial houses that they stay with their children and many of them have a desire to renovate their houses to be attractive as a result of being inspired by the home renovation reality TV shows when contestants achieve remarkable results of renovation of their homes (Bambach, 2015). Hence the home renovation business is the best investment opportunity by the Australian Hardware Limited because of the opportunity to supply renovation materials to the potential customers. DIY home renovators been the competitor in the business, Australian Hardware Limited would not sell much because the DIY home renovators might not be purchasing the renovation materials from the Australian. Renovation needs various specific materials which are usually bought from the hardware. Blake (2012) states that the Australian Hardware been among the very many hardware stores in Australia has to do something extra to standout and attract a lot of customers who need renovation. As a result, decides introduce a unique service through offering of experts who are well acquainted with the materials which might be difficult to be installed by the customers and they do all the renovation for the customers hence reducing the burden of the customers looking for people to do the work. The new unique service of using Tradies is seen to be more promising because they will also be renovating where the DIY home renovators might have made a mistake hence winning the clients confidence.
The Australian Hardware Limited wanting to make the make their new services known they decided to seek the services of Bang the Drum Creative advertising agents who are well known throughout the country. The hardware wants the advertising agents to launch an advertising campaign throughout Australia creating awareness to the general public about their new service and convincing the people that indeed Australia Hardware Limited is the company of choice to purchase renovation materials from. And as a customer relations manager I had to do a research on how the advertising complain will be successful.
Following a need to realize growth in business, Australian Hardware Limited which sells the renovation materials had to look for a good way to increase its sales and dominate the market in the whole country so as to remain the people’s choice at all times. DIY house renovators posed a major threat in business because their services meant that they were able to purchase from any hardware hence the Australian hardware had to be innovative to introduce service men who will always help the people who purchase the materials from their company fit things that become difficult and they would also offer their services where DIY home renovators never did their best. Been a new service in the market, Australian Hardware Limited required Bang Drum Creative advertising company to launch an advertising campaign for the creation of awareness throughout Australia (Yahaya, Nawawi& Salin, 2017).
The company mainly offer advertising services and it has offices in all the Australian capital cities and furthermore it has got regional offices in Singore, Kuala Lumpur, New Zealand, Malaysia and Auckland. It is transforming rapidly and it currently has over 300 workers with the in house creative team comprising of the following: graphic designers, web designers, video editors and voice over artists who all have various roles to play within the company’s success.
Bang the Drum Creative is a well-established advertising company which has achieved the people’s trust due to its best advertising strategies (Niazi, Siddiqui, Alishah & Hunjra, 2012). Most of the firms usually pay the company to advertise their various products and the advertisement results is what make people to seek its services regularly. The company is very popular and does advertisements for a variety of fields and this is the main why the Australian Hardware Limited sought our services because Bang the Drum Creative is a professional advertising company.
Bang the drum advertising company intends to attract a lot of people to purchase from the Australian Hardware which is a well-established company because its well-recognized and trusted name and further more their products are recognized as been of good quality and reliable.
To reach the target customers through: TV, radio, online platforms such as video advertisement and last but not least through the social media.
The advert purposed to reach a majority of the target customers who may be watching the home reality renovation TV show and in the process be able to see the Australian Hardware advertisement the advert was designed in such a way that the viewers were able to see houses that have been renovated by the tradies form Australian Hardware Limited and the quality of work done left them to make a choice.
To win the customers’ trust to initiate good business through providing the people with experts (tradies) who will help them renovate their homes using their purchased materials from the Hardware. The advertisement of Australian Hardware Limited new service for use of tradies was to be incorporated in home renovation reality TV shows where the viewers would be able to get the message and make a choice.
To recapture previous customers who have gone to the competitors
Through the advertisement, the customers who were previously affiliated to Australian Hardware Limited would be able to learn about the new service hence would be attracted back.
To consolidate current customers to enhance their loyalty to the company.
The Hardware ensured that the renovation materials were of good quality offered at a good price and furthermore using the best tradies who will satisfy the customers’ needs.
To engage with DIY home renovators who need help to finish a project
This a clear way of selling their new service through forming a partnership with an established firm in the business hence with time the Australian Hardware would win the customers confidence in the renovation services
To engage with DIY home renovators who have had a renovation failure and need assistance to fix the disaster.
Through this action, the DIY home renovators would always recommend the Australian Hardware to their clients in the case of a variety of renovation needs which are urgent hence popularizing the Hardware new service
To take a duration of twelve months to ensure achievement of the desired outcomes.
A longer duration was preferred to ensure that the new service of the hardware was popularized and it’s been used through continuous reminding the target customers that Australian Hardware Limited is the hardware of choice for the best renovation services and furthermore the home renovation reality TV show was gaining popularity and got new views day in day out and been a place where the Australian Hardware service was advertised, the advertisement campaign had to take a long duration
To use a total budget of $6 million for the whole campaign
The advertising company had to incur a huge cost in the advertisement campaign due to the duration of the campaign and the channels that were to be used in order to realize its objectives.
The following are some of the external setbacks towards objectives achievement by the advertising campaign:
The target audience may assume that all the hardware stores are the same hence not reading the advert when it is a newspaper advert. This can be addressed by ensuring the advert is on top of the headlines in the newspaper with capturing title and pictures the work done by Australian Hardware tradies
According to Douglas (2008) the advert should have presented in the language that people can understand and if possible all local radios and television stations that broadcast in various languages as per the tribes that exist in Australia should be used.
All the objectives were in line with the business ethics which require the provision of quality goods and services to the consumers through the use of experienced tradies for the renovation services and also the objectives set enabled the Australian Hardware to meet the set objectives.
The company should use a language that is clear to all during the advertisement to enhance consumers’ choice.
The company should apply attractive advertisement approach to capture the attention of the viewers
The company may use high advertisement costs and get low returns which may be a loss to the business
The company may not have good strategies to enhance the advertisement success
The company should formulate a clear budget that may not affect its profit even if it doesn’t get many customers after the advertisement.
The company should develop appropriate advertisement strategies that would ensure a positive impact of the advertisement campaign.
The company should have continuous adverts since the market is usually invaded by new consumers each day.
The company should have a belief that the advertisement shall work
The target audience are interested with the quality of services offered and I have been able to establish this through there feedback after the introduction of tradies who have of great help to our customers after purchasing materials and further got help with fixing.
The target consumers for the Australian hardware are satisfied with the prices offered at the hardware and furthermore they are not charged for tradies after sales services. This was established from their feedback after research.
Our company is registered to operate as per the legal requirements hence we have a right to advertise our products.
The Australian hardware is using the acceptable media for the advertisement as per the requirement by the law.
Ethics prohibits false advertisement regarding the nature of products and services hence our advertisement campaign was in line with the ethical requirements.
It is unethical to tarnish the competitors’ name to consumers in order to gain competitive advantage hence our company related well with DIY who are our competitors in the renovation business
This board was established to regulate advertisement conduct of various companies and it also deals with consumers complaints in relation with the results of the advertisement. This body assessed our advertisement campaign and awarded our company with a certificate of good advertisement conduct.
The company may not comply with all the rules that govern the new products in the market due to profit concern
The company might be unethical during service comparison by in directly intimidating the services of the competitor.
A thorough research was done in the market so as to explore the available opportunities and both quantitative and qualitative methods were used to gather the information that was used to come up with the report findings (Saunders, Lewis & Thornhill, 2016). The following research methods were used to support the advertisement:
According to Berg & Lune (2017) the questionnaires were designed and was administered to various people who watch the show and it sought to know the kind of renovation services they need and also the researcher wanted to know their view of the hard wares in Australia in order to create a unique brand of Australian Hardware Limited so as to attract the customers.
According to Cooper & Schindler (2014) the researcher had an opportunity to interact with the target customers and was able to obtain their views concerning the new service that was about to be introduced by the Australian Hardware Limited in the renovation market. This purposed to know whether the Australian Hardware would be successful in upon introduction of their new service in the market so as to attract majority of the target customers.
The advertising company decided to use experiments to establish whether the new service for use of tradies would be successful. The Australian Hard ware was advised to provide their contact to the customer after the purchase of the renovation materials so as to provide assistance where the customer experienced problems with renovation and indeed most of the people who purchased made calls and the tradies went and helped in fixing various renovation materials and did it perfectly. The consumer behavior as a result of the new service was compared with the behavior before the service was introduced.
This is a test done in prior in order to establish the effectiveness of the questionnaires to be administered to the respondents. It aims to address any ambiguous issues within the questionnaires. After a pilot study, the researcher established that the target customers would want to be clarified on the advantage of using tradies from Australian Hardware over using any other expert. The researcher was able to reframe the questionnaire to ensure that all the doubts and concerns were answered after the completion of the questionnaire by the respondents
From the use of questionnaires, it was found that the target consumers were very happy with the new service by Australian Hardware Limited for using the tradies to help in renovation and this attracted many of them to the company. One of them quoted that the room was furnished in a way that she had always been desiring (Hackley, 2010). The promise that the company had made to the potential consumers were fulfilled because the company was able to provide high quality by using the tradies for renovation at customers’ homes. And all the quality provided the best services and with time the company became a monopoly out doing DIY home renovators who had to quit.
Conclusion And Recommendation
For the success of any enterprise creativity and innovation is essential. The enterprise should try to provide special services to stand out of other enterprises that provide the same services. Good advertisement channels also should be used so as to reach the majority of the target population within the shortest time.
References
Berg, B. L., & Lune, H. (2017). Qualitative research methods for the social sciences.
Blake, T. (2012). Three simple steps: A map to success in business and life. Dallas, TX: BenBella Books.
Cooper, D. R., & Schindler, P. S. (2014). Business research methods. New York, NY: McGraw-Hill Education.
Douglas, B. (2008). Achieving business success with GIS. Chichester, England: Wiley.
Graaf, S. V., Washida, Y., & IGI Global. (2007). Information communication technologies and emerging business strategies. Hershey, PA: IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA.
Hackley, C. E. (2010). Advertising. (Advertising.) Los Angeles, [Calif.: SAGE.
Jefkins, F. (2016). Advertising. Elsevier Science.
Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B. (2013). Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23(1), 117-122.
Niazi, G., Siddiqui, J., Alishah, B., & Hunjra, A. I. (2012). Effective advertising and its influence on consumer buying behavior
Sack, S. M. (2010). The employee rights handbook: Effective legal strategies to protect your job from interview to pink slip. Merrick, NY: Legal Strategies Publications.
Saunders, M. N., Lewis, P., & Thornhill, A. (2016). Research methods for business students
Workshop on Agent-Mediated Electronic Commerce, David, E., & TADA 2011. (2013). Agent-mediated electronic commerce: Designing trading strategies and mechanisms for electronic markets: AMEC 2011, Taipei, Taiwan, May 2, 2011, and TADA 2011, Barcelona, Spain, July 17, 2011, Revised Selected
Yahaya, A. I., Nawawi, A., & Salin, A. S. A. P. (2017). The Influence of Advertisement on Media Users: Empirical Evidence from Three Generational Differences in Malaysia. International Journal of Academic Research in Business and Social Sciences, 7(5), 258-.
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