The Five Guys Promotion Mix

The Five Guys Promotion Mix

Question 1

A company that uses traditional media in promotion may succeed due to reachability. The local communities can easily be reached because the traditional means of communication are not too expensive to acquire. For instance, radios and televisions are easily accessible to many people. Billboards can be read by anybody who passes by them. Traditional media encourages the recycling of the message (Kumar & Patra, 2017). The same message put on a billboard can be used for years until the intended purpose is achieved. This is contrary to contemporary media, where information can easily be forgotten if the company does not repeatedly invest in promotion.

Question 2

The five guys used word of mouth to promote their products. Mainly, the company used social media to interact with customers from various locations. A Facebook page helped very much in interacting with these customers bearing in mind this is a modern generation that relies very much on digital platforms. The five guys company has successfully managed its promotion over the Facebook platform since it has received many likes from its customers. The company has observed customer relations by ensuring that it excellently answers the questions that the customers have been raising on their Facebook page. High-quality services have also been used as a way of maintaining customer relations. To enhance quality, the company is reported to have audited the various stores continuously to see if there is a need for improvement. Again offering bonuses to employees has been crucial in creating morale in production. Both auditing and bonuses have made it a success to the company’s attempt to create a good image for the clients (Huff, Alden & Tietje, 1999). Customers have also been promoting the company to peers, making it easy for the five stars to have its products gain market over a large region.

Question 3

Direct Selling

This tool of promotion is quite excellent as it targets the customers who are likely to buy from the company. It ensures that the budgeted money for promotion does not lead to wastage. The only disadvantage with it is that it is very expensive (Mangold & Faulds, 2009). I recommend this tool to the five guys as it will involve targeting the most likely-to-buy customers. These customers will, in turn, market the company to others.

Advertisement

This is a non-personal attempt to create awareness for the clients concerning the company’s products. This tool is very helpful when targeting a new market. I recommend this tool to the five guys as it will help communicate to the potential customers who will make decisions accordingly (Mangold & Faulds, 2009, p. 358). It is likely that this tool will help attract many customers.

Sales Promotion

This tool is used for the short-term attraction of customers. Things like discounts and coupons call for the customers to purchase at a given time (Mangold & Faulds, 2009, p.359). This tool is not good to be used by the five guys as it does not create a long-lasting relationship.

Public Relationship

The public relations is concerned with how people view the company’s brand. Management has to use social media to talk more about the features of the products offered at this company (Fam & Merrilees, 1996). Time can be used in describing how luxurious it is to buy food from the five guys restaurants.

Question 4

The budget for promotion should be done as follows:

Direct marketing is always the most expensive tool, but it gives good results. Customers are likely to accept the brand because the promotion is selectively tailored to them. Sales promotion is short-lived, and thus it should carry a small percentage of the budget. Public relations and advertisement are likely to attract customers at almost equal rates.

References

Fam, K. S., & Merrilees, B. (1996). A promotion mix budgeting model for retailing.

International Review of Retail, Distribution and Consumer Research, 6(4), 373-394.

Huff, L. C., Alden, D. L., & Tietje, B. C. (1999). Managing the sales promotion mix: brand

managers’ response to sales promotions. Journal of Promotion Management, 5(1), 77-89.

Kumar, S., & Patra, S. (2017). Does the promotion mix really help to enhance brand equity: A

literature review. Asian Journal of Management, 8(4), 1387-1392.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion

mix. Business Horizons, 52(4), 357-365.