Consumer Behavior Fundamentals

Part I

The Williamson Trucking Company needs to make use of digital marketing with a purpose of creating an emotional appeal to the customers who need transportation services to choose it as their preferred transporter. Therefore, one of the digital marketing avenues that the company can make use to market its services to potential clients will be billboards. Consequently, an emotional advert that will be run through various billboards across the company targeted markets will be designed in this section. It is important to note that the main customer segment that is being targeted by this digital advertisement will be business persons who are always in constant need of transportation services, thus the advert will be targeted to make them choose the company as their most reliable source of transportation services in the future.

The advert Logo

This logo is describing to the customer the values of the company when it comes to transportation services that it will be offered to the customers. It shows them that the security of their goods will be enhanced by choosing it to transport their goods to various destinations.

Headline

The headline of the advert will be as follows, “ WHY WASTE YOU TIME AND GOODS WILL NEVER ARRIVE IN THE INTENDED DESTINATION SAFELY, TRY AN ALTERNATIVE SAFER WAY.” The headline will be trying to win the heart of the customers by showing them the mistake they make when making choices of who will offer them transportation services and they end up choosing the wrong companies. Therefore, it is trying to convince the potential clients that by choosing the company for transportation related services they will be not be making any mistake as their goods will arrive at the intended destination safely.

Product/Service Features and Benefits

One of the features of the transportation services that will be offered by the firm is security. Security will be enhanced for the goods being transported on the behalf of the customers to various destinations. The second feature will be timely delivery of goods. Observing time will be another critical element of the company transportation services whereby the firm will ensure that services are delivered to the destinations intended on time to avoid delays that may have a negative impact on the customer in question. Therefore, choosing the company for transportation services will be a wise decision that any costumer will make in the future due to the benefits highlighted above as being offered by the company transportation services.

There are a number of benefits that will be associated with services that will be offered by the Williamson Trucking Company to its customers. Firstly, the security of goods being transported on behalf of the customer will be enhanced given the company will be tracking the truck while in transit, and it will also employ the services of security agencies to offer protection while transporting highly valuable goods. Secondly, customers will benefit by having their goods delivered on time, thus not affecting their production schedules or any other related business activities that rely on the goods in question for them to be carried out.

Visual Communication Element

Space will be one of the elements that will be observed will design the advert. Both positive and negative spacing will be used in the advert. The positive spacing will contain the advert information while the negative spacing will be empty(Cohen & Anderson 2006). Lines will be a crucial element of the advert. In this case a straight line will be used for designing the advert. Straight lines will be used to align different information that is contained in this advert. The shape of the advert will be rectangular in nature in order to allow for more information to be addressed to the potential customers. The size of the advert will be large so as to make it visible for a distance by customers so that they can be in a position to read the information contained in the billboard. The visual elements of the advert will be observed by making sure that colours that will be used in the adverts are highly visible to readers for a 200 metres distance.

Summary of the Creative Intent

The advert will contain a logo containing information related to the values and mission of the company. Values and mission of the company will be critical in understanding the nature of the services being offered by the clients from the company. The logo makes appeal to the clients by trying to show them that the company values the security of their goods and the interests of the customers’ guides the direction that is taken by the firm. Another critical element of this advert is the headline. The headline forms an important part of the entire advert. The headline is the most appealing part of the advert as it touches on concerns of many customers who seeks for transportation services from different trucking companies(Ryan & Jones, 2009). The issue of good safety tends to be a major concern as many customers end up losing their goods while they are in transit. Thus, the headline tries to bring the company as a different transportation player who pays attention to the safety of goods of clients while in transit. As a result, the headline makes the advert achieve its intended objective of demonstrating to the customers that the company will be enhancing security of their goods while still in transit, thereby influencing their future decisions when it comes to making the choice of a transporter of their goods(Bird, 2007).

Another creative element of the advert is the way it employs the various visual communication elements in trying to win the heart of potential customers. The visual elements try to make the advert more appealing and visible among the intended audience; by making it readable and understandable. The visual elements at the same time makes the advert more attractive to the audience by using colour, size and other elements that makes its more unique and acceptable.

Part II

Promotion Element

In order to ensure that the pitch used work well, there will be a research work in order to know whatever the consumers that are targeted are seeking. The consumers may be interested about the ability or any other assurance that may be provided. This will ensure that there is a proper understanding of the market that is on target and whatever that they are looking for. The research should also aim at knowing the reason why the targeted customers are seeking for the goods and services so that a more targeted marketing campaign will be created.The segments should also be defined, for example, there may be only one demographic that will be needed. However, several demographics may be needed if there is a need to be like other providers of goods and services. The multiple demographics that are on target will correspondingly have triggers that are diverse which they will seek when they are deciding the good and service provider. The target segments should therefore will be defined together with the factors that have influence on decisions about purchasing in advance of starting the campaigns of marketing the goods and services that are to be soldCare, J., & (Bohlig, 2008).

Influencing Buying Behaviors

After the consumer groups that are on target have been identified and the segments have been defined, the segments that contain traits that motivate them to buy the goods and services that are provided will create marketing messages that are specific for specific segments of customers. For instance, it will be sufficient for a group that is competing on price alone. There may be other considerations for another group for instance ability and therefore price can be used for closer once the customers are convinced that ability to deliver goods and services that was promised. Other than having repeated pitching blindly on the benefits of goods and services, the best thing will be to identify the traits that are retained and the reasons as to why consumers are looking for goods and services from you. The pitch will be tailored to specific needs. The sales will be watched as they reach new levels.

Electronic sales presentation could be through several ways that include online video conferencing, wed phone conferencing and online text chat. Online video conferencing acts in the same way that telecommunications act. Deliveries are done over the internet. Any person with an internet connection is aware that trial to deliver video through the internet is a hard experience since they are slow. Web conferencing is whereby deliveries are done through a combination of both wed and telecommunication. There is a salesperson in the process who arranges for conferencing time to any prospect that enters the conference. They do so by using the web browsers as a way of gaining access to presentations that are visual, using their telephones to call into a conference that is audio. Smoother presentation is allowed when visual and audio feeds are split. This is possible as the computers of those that participate in the conference only need to process the materials that are visible. Online text chat allows for communication between many participants through the text messages. There may be lack of effectiveness in the message to get customers to agree to make the purchase. However, the method has shown effectiveness in building the interest of the initial product. The elements of sales promotion that can be used include sampling, couponing, giving trade allowances, shows and exhibitions. Free gifts could also be used to draw customers to buy the services offered by the firm. Personal selling could also be carried out in areas where the customers are not familiar with the goods in order to explain to them the use of the goods and how they function(Bullock, 2004). Display shows and exhibitions could also be used so that customers may be shown the way in which they are to deal with the goods and where they are to get them.

Use of the Advert Created

In order to influence the customers so that they can buy the goods would make the customers feel that they are special through smiles and exchange that are pleasant without I going to a hard sell first. Offering the customer much information in order for them to have a picture that shows them I am trustworthy and knowledgeable. Most of the customers look for knowledgeable and trustworthy individuals who can educate them on a purchase. I would also involve the customers in a decision through the use of techniques that are sensory in nature. I would also provide the customers with a high level service and make promises that are realistic to them. The reason as to why I would use the ad is to ensure that delivery of services to the customers is done to the satisfaction of the customers. The ad will also ensure that customers who have been attracted to make purchases are retained.

References