Promotional Strategy Presentation

The first medium is TV. I would not recommend this medium because the audience is too large and the high cost is over our budget.

The second medium that I would recommend is radio. I would recommend radio because it fits the specific targeted market that pampered chef managers and representatives are looking for. I could create an ad that would explain a little bit about what the Homemaker Set is what it has in it. For example, if I ran a radio advertisement in the city of San Francisco that has many different culinary schools, I would emphasize the need for a quality knife set that has a life time warranty and personalized service. I would also highlight how sharp each knife is and easy to handle when a chef needs to cut small food items quickly. Although there is no visual element to Radio, a good radio voice and targeted words, will get the attention of any chef in the San Francisco bay area. I would run the advertisement once an hour for seven days. I would start on a Sunday because I want as many people as possible to hear the ad. I would end it on a Saturday night. If the wording of the ad is a success I would target other large cities with culinary art schools. Radio advertising can be very effective and has a low cost that would fit into our budgetary needs.

The next medium that I would recommend is the magazine medium. I would only use three targeted magazines in the food and health industry. I would target different specific audiences and run my ad for 6 months between June and December. The first magazine that I would use is the Food and Nutrition Magazine. This magazine is going to target women, usually over the age of 30 with or without kids. I would target this demographic because women are the main food preparer and “homemakers.” With a homemaker knife set they would never have to worry about a dual knife again. Any time they wanted to cut open a zucchini after harvest or a pumpkin with their family, they would not have to worry about fighting with the item. With pampered Chef knifes big or small jobs are easy and hassle free. I would want a high quality picture to emphasize all 9 different pieces. The second magazine that I would advertise in is woman health. Many women struggle with their weight over the age of 40 and are always looking for recipes and ways to eat healthy and lose weight. A women will have an easier time meeting these goals with a good knife set. They may have a knife set already in their kitchen that has been there for years, the benefit with a new set from Pampered chef is the ease in which the food can be prepared. No more trying to find the one knife that will work. There are nine choices of quality knives that will do just about any job you give it. Cooks want specific knives for specific jobs and that is what the Homemaker Set delivers. The last magazine that I would advertise in is the Fitness Magazine. This market includes both men and women in the targeted market. People that like to cook and workout usually good hand in hand. For example, an Olympic swimmer, Michael Phelps spends much of his time in his kitchen when he is not in the water and knows what it is like to use quality knives that have a guarantee and a lifetime warranty. These knifes come with an attractive bamboo storage block or the is a drawer storage option as well.

The fourth and final advertising medium that I will recommend is the internet. With YouTube or Facebook, in the year of 2016 many people look to these types of websites to place well worded and attractive ads. With a little bit of research, some high quality pictures of each of the knives in the set, a Facebook page can reach as many people in a targeted market as you want. Our advertisers can customize this medium and the cost if fairly low. A YouTube video can be watched by anyone and advertising this video with a link can be done on just about every page that has to do with knives and fitness by using google absence. With the people at google to help put together an eye catching ad, both these mediums can be seen by anyone on the internet young or old. This market would mostly focus on young college aged people looking to maintain good weight and good nutrition while also pursuing their dreams and goals. The internet has many different mediums to pick from but research shows that YouTube and Facebook are the most effective and cost effective. If pampered chef wants to revisit more advertising options in a year or so that could be something to consider. Once these two websites are tested other mediums could be incorporated. The disadvantage with Facebook and YouTube would be the time it might take to see results. Effective beta testing and data would be needed for this medium to reach and convince this market to buy our high-quality effective knives.