Week 6 – Marketing the Yorkie with £100
In order to market the magazine, a strategy will need to be put in place which ensures that a targeted message reaches the readers and appeals to the demographic as a whole. £100 is a limited budget, however, there are effective strategies which are available in order to develop a message and promote The Yorkie. If readers do not engage with the marketing campaign then it could be crucial to the success of the publication.
Competitions/Social media
A competition/giveaway could be an effective way to market the magazine as it could be conducted via social media. It will boost the popularity and the following of The Yorkie, making the brand more widely known to people. In order for people to ‘enter’ they need to engage with our page through likes, shares, follows, comments and mentions. This social interaction will boost the visibility of The Yorkie and entice people with the temptation of winning a prize. For example, a meal out in a popular local restaurant.
In addition to this, on social media, some editorial content could be put on the website with a list of the magazine’s contents. This gives the audience a sample of the story and will encourage readers to go out and purchase the publication, in order to read more to get the rest of the issue.
Events
Due to The Yorkie being a local magazine, having a presence at a local event will really promote the brand by giving away sample copies of the magazine and allowing people to get a teaser of the content. for example, Christmas markets are coming up, this could be a good opportunity to hand out as many as possible to spread the word. Although, this could be time-consuming, the publicity gained from events could be worthwhile in the long-term.
Advertising
Flyers and cards could be distributed which will allow word to get round about the new magazine, along with free subscriptions but with a sell by date so that people are more inclined to use it straight away – encouraging a further sign up for future editions. Online ads could come later if we have a bigger budget, due to the fact it’s a monthly cost. Due to The Yorkie being a new publication, securing advertisers could prove to be difficult since there isn’t yet a large subscriber base. To counteract this problem, we should focus on the demographics of our readers, as soon as a subscriber list is built up, this information can help to convince companies that enough people will see the advertisement.
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