Communication Plan for Beleza Spa

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Table of Contents

Introduction
Proposal
Conclusion
References

Introduction

Firms have diverse communication techniques and tools at their exposure, which they can use either individually or in combination in their pursuit to create sufficient market awareness (Lamb, Hair, & McDaniel 2012). Transformations within the contemporary market environment, for example, increased competition, high rate of technological innovation, and change in consumer behavior call for firms to acknowledge the importance of a high level of professionalism in their marketing communication processes (McDonald 2011). It is imperative for marketing managers to adopt a well-devised communication mix. The two main communication categories available to marketing managers include personal and impersonal communications.

Irrespective of the marketing communication method adopted, marketing managers should ensure that three main marketing communication elements, which include media, tools, and media are considered in the process. The target consumer constitutes one of the major factors that should be taken into account when deciding on the marketing communication plan as communication targets potential buyers. Sexton and Trump (2010) posit, “The target market influences the choice of communication media used” (p.174). Therefore, be it outdoor, broadcast, print media, public relations, promotions or the Internet, the marketing communication has to be directed at the target customers (Mullin 2002).

Traditionally, word of mouth has been a major public relations method (Heath 2010). However, the marketing communication developments such as the emergence of new channels of communication have resulted in public relations being taken to another level. Consumers are increasingly receiving numerous messages (Kotler 2000). The technological innovations with specific reference to Information Communication Technology (ICT) have motivated consumers to shift from traditional sources of information to emerging sources such as the Internet. The Internet has led to the emergence of an ‘information age’, which has greatly influenced consumers in their information search in order to make optimal purchasing decisions, which has led to the emergence of online communities.

This report seeks to propose an applicable communication plan in promoting Beleza Spa. Specific, Measurable, Achievable, Relevant, and Timely objectives will be applicable. The report will focus on appraising contemporary public relations planning and demonstrate the application of traditional and non-traditional public relations and communication tools. Some of the PR tools that will be considered include online marketing tools, use of the word of mouth and designing flyers.

Proposal

Traditional public relations tools

Public relations have become an important marketing communication tool in recent years (Ultramod 2011). Public relations extend beyond creating product information for the target market. As a marketing communication tool, PR aims at establishing, maintaining, and influencing public attitudes towards a particular product or service (Kotler 2000). Firms can consider a number of traditional public relations tools.

Word-of–mouth ranks as one of the most powerful marketing communication tools. The word of mouth can be either official or unofficial. In a bid to benefit from word-of-mouth in its effort to create market awareness, it is vital for Beleza Spa to ensure that the customers derive a high level of satisfaction upon consuming the product (Ultramod 2011). On average, it is estimated that individuals share their experiences with approximately five people. The findings of previous studies conducted reveal that people hear about experiences from their relatives, friends, and co-workers. Friends, co-workers, and relatives are likely to share similar values, interests, and opinions (Phillip & Young 2009). Therefore, the probability of influencing these parties in their decision-making process is high because they consider it to be unbiased. In a bid to promote the creation of product awareness through word-of-mouth, the firm should ensure that the message is designed in a manner that appeals to the target customer. Beleza Spa should consider seeking the take of opinion leaders within the industry. Industry opinion leaders are likely to influence the consumers’ perception positively, hence improving the extent of potential customers engaging in the exchange of information using word of mouth.

Hosting special events is another public relations method that Beleza Spa should consider. One aspect of the special event that the firm should consider entails organizing beauty contests. Prior to holding the beauty contest, Beleza Spa should consider issuing media alerts or advisories. The alert should inform the media regarding the intended special event. The contests will provide the firm with an opportunity to interact with potential customers. Additionally, the firm should consider offering participants of the beauty contest some of its services. Beleza Spa’s management team should perceive the beauty contest as an opportunity to impress potential customers. Such an event might result in the firm increased the size of its customer base hence its sales revenue (Pearl & Golueke 2005).

In a bid to communicate to the entire market, Beleza Spa should consider using press releases. Gerber (2008) defines press releases to include announcements issued by organizations whose objective is to create awareness regarding their products or services. Beleza Spa should incorporate diverse mediums in issuing press releases. Examples of such mediums include print media [newspapers], radio, and television. The press releases should be effectively designed by making it interesting and reviewing the content to ensure that it is newsworthy. The press release should be written journalistically because its objective is to inform and influence the public and not to create a sale (Lea-Greenwood 2009).

The firm should also consider incorporating other publications such as brochures, annual reports, articles, and magazines in order to communicate to its target market. The firm will design attractive flyers to be issued to students who are the target customers. The flyers will be printed in the Asian language because Asians constitute the largest proportion of target customers. The flyers will also be posted in public places within the institution such as the bulletin boards. Currently, organizations are extensively relying on publications in their effort to access and influence their respective target markets (Kotler 2000).

In a bid to influence consumers psychologically, Beleza Spa should consider integrating feature stories in its PR efforts. For example, the firm should develop a strong feature story on how spas improve one’s beauty and the health benefits associated with visiting spas. Feature stories have a long shelf life and can be very effective in influencing customers. The Spa should post its feature story on renowned beauty magazines in the country, which will enable the firm to tell its compelling story to a large number of potential customers. Kotler (2000) asserts that feature stories are more effective compared to advertisements. Their ability to appeal to the public emanates from three main distinctive qualities, which include a high level of credibility and the ability to influence buyers positively.

Non-traditional public relations

Consumers have incorporated the Internet as one of the main sources of information in their purchasing behavior. Its reliance has been possible due to its ability to create effective and efficient interaction, which has led to the emergence of an online community that shares information regarding products and services (Moss & DeSanto 2011). Kitchen (1999) asserts that technology is increasingly becoming useful in PR in an effort to attain effectiveness and efficiency. The Internet has transformed marketing communication through the attainment of speed in communication, interactivity, delivery, personalization, and customization. Incorporating online marketing increases the probability of the firm increasing its competitive advantage significantly due to the high rate of interactivity amongst potential customers (Smith & Taylor 2004). Thus, the probability of influencing the consumers in their decision-making process is increased significantly.

Designing special media websites

Beleza Spa should consider designing a special website such as newsroom.beleza.com. The website should offer diverse information regarding the spa and the various treatments provided. Provision of product information will increase the level of awareness amongst potential customers and specifically the online community with regard to beauty, which will increase the probability of influencing the consumers in the decision making (Shimp 2010). In addition to product and service information, the website should also provide information regarding the firm. The main categories of information that the firm should consider posting on the website include company history, governance, structure, awards, financial results and contact information. Posting customers’ stories, clippings, and biographies, perspectives, and views of key company personnel are also important in its effort to influence the customers. Incorporation of diverse multimedia content such as pictures and company logos is also an important consideration for the firm. Logos aids in creating a visual identity for the firm to amongst consumers (Kotler 2000).

Tapping into social networking service sites

The growth in social networking technology presents a unique opportunity for the firm to boost its public relations campaign. Some of the globally recognized social networking sites include Facebook.com, MySpace.com, and Bebo.com (Solis & Breakenridge 2009). Beleza Spa should consider using Facebook.com in its public relations campaign. The website will provide an opportunity for the firm to interact and exchange diverse content with its customers. One of the main benefits of the social networking site is that designing the site does not present a challenge compared to developing websites and blogs (Brown 2009). Moreover, social networking sites have become very popular amongst consumers. Different audiences visit the sites daily (Phillips & Young 2009).

Web blogs

One of the Internet technologies that Beleza Spa should consider entails designing web blogs, which includes online publications using web technology. The blogs will provide the online community with an opportunity to read and post a comment regarding the Spa. On the other hand, Beleza Spa will be able to offer information regarding its products, provide a link to comments, and respond to different questions raised by the online community. The unique aspect of using web blogs is that the firm will be in a position to undertake continuous improvement by reviewing the ideas raised by customers on the blog. Therefore, web blogs will provide a collaborative marketing communication space.

Facebook

Beleza Spa should consider developing its Facebook Fan page by incorporating a number of aspects. Firstly, a well-developed message should be incorporated, which is attainable by incorporating the benefits that customers will acquire by seeking Beleza Spa services. For example, the firm should post information on the expected skin results after visiting the spa on its Facebook page as illustrated by appendix 1.

In a bid to influence the consumers’ decision-making process, the firm should post photos and videos of customers who have visited the Spa for certain services such as massage and the outcome of the process. Posting such photos will greatly influence potential customers to consider visiting the Spa for such services. The probability of such information being shared amongst friends and in general the online community is high if it is posted on Facebook. This aspect will significantly improve awareness of the firm’s products and services amongst potential customers. Currently, Facebook is an important viral marketing tool because it provides an opportunity for information about a firm’s product to be shared by the online community (Evans 2010). Approximately, Facebook has a total of over 33 million followers and fans. The followers and fans spend a considerable duration on the site. Consequently, it presents a unique opportunity to undertake public relations (Theaker 2004).

The effectiveness with which the Beleza Spa Facebook Fan Page is designed will greatly enhance the success of its viral marketing. Thus, the firm should ensure that it appeals to the consumers’ decision-making process. One of the aspects the firm should consider is their emotions. Emotions play an important role in the consumers’ decision-making process (Srivastava 2008, p.118). The Facebook Fan Page should be designed in a manner that generates traffic, which is attainable by continuously updating the page by posting photos and new information. In the process of designing its Facebook page, Beleza Spa should ensure that it is easy to navigate.

RSS Feed technology

In addition to the above non-traditional PR tools, Beleza Spa should also consider adopting the RSS [Really Simple Syndication] feed technology. The technology entails a sort description of the content that provides a link to the full version. Previous studies conducted reveal that the size of the Internet doubles every eleven months thus leading to information saturation and overload. Public relations practitioners emerge from the need to update their company’s web content continuously. However, this aspect is not sufficient. RSS technology provides firms with an opportunity to communicate to the public through their emails without influencing their emails. Beleza Spa should ensure that its RSS feed is attractive in order to attract customers to continuously subscribe. In a bid to utilize the RSS feed technology effectively, Beleza Spa should make the RSS technology be customized by incorporating the eXtensible Public Relations Language [XPRL]. This move will enhance the firm’s ability to transfer information electronically.

Conclusion

Developing a high competitive advantage relative to competitors is one of the most important issues that firms’ management teams should consider in their effort to ensure that their respective institutions survive in the future. Effective marketing communication is one of the major components in a firm’s effort to develop a competitive advantage. Apart from ensuring a constructive relationship with suppliers, dealers and customers, it is imperative for organizations to relate to the interested public. The public constitutes a major factor in firms’ quest to attain their objectives.

Public relations provide a unique opportunity for firms to promote their corporate and product image to the public. There are numerous public relations methods and tools available for marketing managers to select. The management team of Beleza Spa should consider integrating both traditional and non-traditional public relations tools. Some of the traditional PR marketing communication tools that should be incorporated include word of mouth, publications, events, news, and public-service activities. The publications that the firm should take into account include annual reports, brochures, magazines, articles, and newsletters. The firm should also consider drawing public attention regarding its products and services by organizing special events. Considering the fact that Beleza Spa is in the beauty industry, the firm should consider organizing beauty contests. This aspect will provide the firm with the timely chance to interact directly with customers. Press releases and feature stories should also be integrated as an alternative public relations tool. Alternatively, the firm should also consider participating in charity work. This aspect will lead to the development of a positive attitude amongst the firm’s operation in society.

Technological development with specific reference to the Internet presents an opportunity for the firm to enhance the effectiveness of its public relations campaign. Developments in ICT have significantly transformed public relations by making it more effective and efficient. Some of the emerging public relations tools that Beleza Spa should include social networking tools such as Facebook, blogs, and MySpace. Alternatively, the firm should also consider the probability of designing special websites on which diverse company information should be designed to suit all clients’ needs. RSS feed technology also presents another PR tool that the firm should consider utilizing. In the process of utilizing the above tools, Beleza Spa should ensure that an effective and appealing message and content are incorporated in a bid to attract more clients.

References

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Evans, L 2010, Social media marketing: Promoting your company through viral marketing, Que Publishing, London.

Gerber, K 2008, Marketing communication, Pearson Education, Cape Town.

Heath, R 2010, The sage handbook of public relations, Sage Publication, Los Angeles.

Kitchen, P 1999, Marketing communication: Principles and Practices, International Thompson Business Press, London.

Kotler, P 2000, Marketing management: Millennium edition, 10th edn, Prentice Hall, New Jersey.

Lamb, C, Hair, J & McDaniel, C 2012, Essentials of marketing, Cengage Learning, Mason.

Lea-Greenwood, G 2009, Fashion marketing communications, Wiley, Hoboken.

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Ultramod, B 2011, We can be superstars: Public relations and self-promotion for the playwright, Bunny Ultramond, New Castle.

Sexton, D & Trump, D 2010, Trump university marketing 101: How to use the most powerful ideas in marketing to get more customers and keep them, John Wiley & Sons, Hoboken.

Solis, B & Breakenridge, D 2009, Putting the public in public relations: How social media is reinventing the aging business of PR, FT Press, New Jersey.

Shimp, T 2010, Advertising, promotion, and other aspects of integrated marketing communications, Cengage Learning, Mason.

Smith, P & Taylor, J 2004, Marketing communications: an integrated approach, Kogan Page, London.

Srivastava, M 2008, Developing emotional appeals in Internet advertising: A study of contributing factors in provoking emotional appeals, GRIN Verlag, Munchen.

Theaker, 2004, The public relations handbook, Routledge, New York.

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