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Explain the elements of the firm’s promotional mix. (Ch. 13) WSJwine uses the elements of sales promotion, social media marketing, advertising, and public relations in their promotional mix to entice consumers to become club members
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MMIP Installment: Communicate the Value Offering Assignment Rosemarie Chowning Strategic Marketing Management, Liberty University Author Note Rosemarie Chowning I have no known conflict of interest to disclose. Correspondence concerning this article should be addressed to Rosemarie Chowning Email: [email protected]
MMIP Installment: Communicate the Value Offering Assignment Q Explain the elements of the firm’s promotional mix. (Ch. 13) WSJwine uses the elements of sales promotion, social media marketing, advertising, and public relations in their promotional mix to entice consumers to become club members. Sales promotions such as promotional codes or coupons and introductory discounts stimulate a consumer’s desire to buy through offering an incentive (Marshall and Johnston, 2019, p. 346). Social media marketing is a substitute for costly direct sales personnel, has a wider reach, and offers the ability to direct market to the target consumer (2019, p. 346), WSJwine has a limited social media presence. WSJwine has an Instagram account where it features original content including photos with links to promotions, artistic photos of wines, and videos highlighting wineries with hashtags linked to various wine lover groups (WSJwine, 2022). Advertising has great flexibility and many media choices, WSJwine mainly limits its advertising to print through circulation of the Wall Street Journal newspaper and other magazines, also owned by Rupurt Murdoch, like Newsweek
presence that is limited to Instagram (Instagram, 2022). This is a missed opportunity, especially to market to target consumers of the Millenial generation. For example, Fernandez et al. (2017) states social media is used to target market millennials, who are taking over Baby boomers as wine consumers, with an interest in wine through direct contact as they seek out information about wine from social media wine groups. Q Explain your approach to advertising execution. (Ch. 14) Marshall and Johnson (2019, p.
(WSJ+, n.d.) Q Explain the organization’s use of sales promotion, public relations, live events, publicity, or personal selling. (Ch. 14) WSJwine uses the sales promotion approaches of product sampling, coupons, premiums, multiple purchase offers, and loyalty programs (Marshall and Johnston, 2019, p. 381). According to Marketing (2019, p. 29) customer engagement in wine clubs is created through loyalty, customers have to perceive value in club membership. To achieve loyal customers the wine club should offer cash value incentives, incentives with aspirational value, a wide range of incentives, a perceived likelihood of getting an incentive, and wine clubs should make memberships easy to use (2019).
