Promotional Strategies and Tools For Marketing

1. Advertising:

a. Print and broadcast ads:

There are various options available in adverting, the top most is print and broad cast ads,. Dell is focusing on rebuilding its image as cool and compatible to contemporary lifestyle of people that despite hectic schedules, Dell’s is around to add vibrancy to life, therefore the ads should have lively and vibrant colors like red, they should have a tag line which can help them recall Dell instantly, brand music also plays an important role in positioning, for e.g. Nokia, Intel, Airtel have adopted a specific brand associated music. Moreover, Dell should never forget its business markets for which ads should have a more serious approach with colors like blue, black grey which can interpret their idea of business executives, their seriousness towards their business and need for superior technology, impeccably. Their ads should also highlight the differentiation features about the product like easy to carry, newer technology or battery life.

b. Billboards

Dell marketers should plan billboards that have attention grabbing features for e.g. audio visual bill boards which are digital in nature, moreover, the placement of billboards both digital and print must be such that the driving by audience in vehicles or pedestrians can easily have a look at the content of the message.

c. Point of purchase displays and display signs

Dell should set up point of purchase displays at large regularly visited super markets and hyper markets. The displays can be audiovisual material that can make people focus for few minutes they stand in the line to make the payments.

2. Sales promotion:

a. Fairs and trade sows

A diverse audience helps trade shows market products like laptops, machines etc. Dell should focus on arranging fair and trade shows that can attract masses to the venue where they will get exposed to the message effectively.

b. Exhibitions.

Dell should also set up events like exhibitions, may that be life style exhibition or entertainment exhibitions or Dells entire range of product exhibition. The deal is to attract people towards the place where the marketers can help them get exposed to their message and possibly provoke a purchase decision.

c. Low interest financing can also helps customers particularly households and students to make purchases since low interest financing is an attractive alternative for majority.

d. Premiums and gifts also encourage people to make a purchase. Dell can employ this tool to increase sales for e.g. it can advertise getting a portable printer with a purchase of Vostor1520 laptop or similar ideas.

3. Public relations:

Dell must employ public relations tools to promote Vostro 1520.

a. Mainly, by arranging events at colleges, universities or for corporate employers that can provide entertainment to them as well as great exposure to Dells products ad content. These events also allow direct interaction of the marketers with the consumers both current and prospective. It also helps increase the awareness, knowledge and likeness of the product by the consumers. 

b. Charitable donations and community service is also another tool that can help improve the company’s image in the society. Dell must steer its efforts in this direction too for long term brand loyalty and likeness by the population. 

c. Sponsorships to various not-for-profit organization, or providing scholarships to students will also help them gain better image positioning.

4. Personal selling:

Samples can be given to top executives of the big companies or to the officials of various universities who later can influence the purchase decision of laptops for their students. In this regard, correct information and appropriate incentive programs can help the sales persons to achieve the targets. For e.g. university students should be given lower prices for the laptops or low interest financing for the laptops, because price is the most important element in the purchase decision of the laptops by students these days.

5. Direct marketing:

a. Catalogs.

Dell should send catalogs and brochures to credit cardholder so of banks, whenever they receive their monthly statement. This is the most effective method of direct marketing, the brochures or catalogs get huge attention and this also can help audiences decide for a purchase because catalogs provide complete information about the product which reduces the consumer dissonance about the purchase. 

b. TV shopping although is not a very successful medium for shopping still, but these TV shopping shows provide excellent persuasion to the viewers by providing complete information about the predicts and highlight the weaknesses of the competitive brands.

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