Defend or Critique Your Firm’s Promotional Strategy, Essay Example

Introduction

This paper examines the concept of the marketing strategy of the Sto Corp business[1].  The analysis provides a critique of the firms promotional website in terms of its’ overall marketing strategy.  This looks at concepts of direct marketing, indirect marketing, strategic objectives and marketing image in the face of competition.

Indirect marketing

The concept of indirect marketing is the use of strategies that support direct marketing activities. When adopting indirect marketing strategies there is a more passive approach to that of direct marketing.  The objective being to project sales of the product by more indirect means that include such items as seminars, community events, blogs or informative videos or film clips.  Indirect marketing is another way of bringing the attention of their services to the attention of prospective clients.  There are different approaches to indirect marketing that includes such items as public speaking events and conducting seminars.  The conference may provide an abstract of your speech in which the firm and its services, together with contact information are distributed to the attendees.  (R.Chsandra, 2003)

Examples of passive marketing on the Sto Corp site include that of their impressive blog entries. (Sto Corp, 2012).  This provides a good informal chat on the products and services of the firm. It allow freedom of exchange of information, videos, links to other useful sites and is arranged in a thought provoking manner to skew your attention to the positive attributes of dealing with Sto Corp.  The site also incorporates a wide range of videos for existing and potential customers of the firm and these span a wide range of interesting activities including training.  This is extremely comprehensive, very well done and arranged in a clear and unambiguous manner.  A lot of thought is clearly demonstrated in the overall layout and presentation of this site. It is extremely customer oriented and the care towards its customer base is very evident.

Building a network / client base

Essentially everybody has the framework of a business whether we realise it or not.  We all know people  from business, personal friends,  associated friends, relatives etc.  This concept of social networking has been extended through the internet via social networking sites such as “Linked in”, “Face Book”, “Twitter” and other blog sites.  When we communicate with others in this manner we are building a communications network.  At this point we are not directly engaging with them from a selling perspective but more sharing ideas and experiences.

In a service centred business these people may be your primers in order to get your business started.  They may prove to be a valuable source of leads, vital references of your skills, people who can introduce you to others (expand the network) and may be valuable allies for future business ventures.  These people start off as your core contacts and you build from here.

Sto Corp is very clever in building up a potential contact client base by the insertion of placing yellowbucket.com as a service to all of its clients.  This helps them in collecting a customer list and network of all people wishing to do business with them.  It not only helps build the network but provides a valuable insight of the customers who wish to do business with them.  This facilitates marketing and sales promotional strategies.

The firm makes good use of its web site to demonstrate both visual and audio learning styles that help project its image to the customer base:

Using Visual Learning Styles

When communicating using visual learning styles you tend to focus upon the use of visual materials in order to express your message to others.  Videos, diagrams and pictures in support of textual communications being a good example. The concept of  a picture speaks 1000 words thereby providing a mental image of what is being conveyed by the author. Visual learning also provides you with good spatial senses, meaning you can understand space and direction more readily.  For example : you rarely get lost if you have and read a map to find your way around. The SCO Corp website is an excellent example of using video communications, film clips and interactive learning to share marketing data and information with its customers.  (STO Corp, 2012)

Using Auditory Learning Styles

Auditory learners are those that assimilate learning best by hearing things.  These learning types respond best to lectures as opposed to writing and research.  A good technique for auditory learners is the speech recognition tool available on most PC’s.  Auditory learners seem to possess a capability for determining the true meaning of someone’s words by listening to the auditory signal and the fluctuations in speech tone.  The SCO Corp website might be a little more interactive on the audio side.  This providing the ability to a help desk where a friendly person can assist with any customer enquiries,  perhaps a place or facility to leave audio messages ( in addition to the blogs and e-mail contact services already provided.   The firm does provide some embedded hotlines but these are both difficult to drill down to and rather cumbersome in their execution. (SCO Corp, 2011)

References

R.Chsandra. (2003). Web Marketing. Delhi: Kalpaz Publications.

SCO Corp. (2011, 12 6). Stucco Hotlines. Retrieved from SCO Corp: http://www.stocorp.com/index.php/en/Stucco-Hotlines/View-category.html

STO Corp. (2012, 12 7). Video Links. Retrieved from STO Corp: http://www.stocorp.com/index.php/en/20090714534/videos-product/sto-videos/menu-id-40.html

Sto Corp. (2012, 12 7). Why all the gloom . Retrieved from Sto Corp: http://www.stocorp.com/blog/

[1] www.stocorp.com/index.php/en/