Introduction
Promotional strategy is vital for any business, and MOD Pizza is no exception. An effective strategy can help gain an advantageous positioning on the market, make the brand more recognizable, and identify benefits to the customers who choose the product. Thus, MOD Pizza should develop a promotion strategy focusing on the internet and social media channels because most customers not only extensively use social media but also prefer to choose and order goods online.
Promotional Campaign
The promotional campaign for MOD Pizza should be online-based since social media is the most frequently used communication channel. In addition, the organization should contemplate combining transactional and relationship marketing approaches to acquire new customers and retain them (Ferrel et al., 2021). The strategy will comprise content marketing, event marketing, and customer reviews (MacNeil, 2022). Maintaining a constant connection with customers and demonstrating shared values is vital here.
The campaign should convey a corresponding powerful message based on sharing food as a cultural concept pertaining to many nations worldwide. Here, sharing food or meals should be understood as how people take food, including with families and friends. Hence, it is possible to broaden the conceptual spectrum of the slogans to ‘friendship,’ ‘sincerity,’ ‘trust,’ ‘warmth,’ ‘laugh,’ and so on.
Since MOD Pizza supports local sources for ingredients and products, one can emphasize it in the marketing campaign. For instance, posting short videos on social media showing local producers and how they grow vegetables or make cheese for pizza will enhance trust in the brand because there is a global tendency to consume organic and natural foods. In such a way, the company can also demonstrate value for customers and communities.
The costs for this marketing method will depend on what will be involved in producing a professionally designed video or an Instagram story format. Within the event-marketing framework, one can suggest live streaming of pizza-making workshops. For example, a chef can make a pizza and explain what flour sorts are the most suitable for dough or what combination of products will comprise a delicious condiment. Additionally, although sharing customer reviews on social media is a frequently used approach, it is still effective in building trust in the brand.
Selling Strategy
The promotional campaign must include an effective and growth-focused selling strategy. During its development, one should consider that pizza is not just a means to satiate hunger but a way to convey the abovementioned values. Furthermore, the strategy should be coherent with the marketing campaign and relevant criteria. Value-based selling appears to be the most suitable as it shows customers the benefits of purchasing in MOD Pizza (Kelwig, 2023).
In addition, this strategy must also support the brand’s reliability and reputation. The strategy of jocular quizzes can help potential customers go to the website. For example, the online advertising will contain the question: “Why are pineapples unacceptable in pizza?” with the possibility to answer linked to the website. Furthermore, it can be an interactive pizza-prize-draw opportunity because many would not refuse a free pizza.
Pizza is generally regarded as unhealthy food, and MOD Pizza has a chance to contribute to altering negative views on this meal. The combination of promotional videos of local producers of pizza ingredients and a value-based selling strategy will show buyers that the company cares for its customers by choosing natural products. This approach also has chances to attract new buyers because not all pizza brands rely on local producers and farms. Finally, it will demonstrate valuing and contributing to the community’s development and prosperity.
Return on Investment (ROI)
The company needs to measure ROI when planning a promotional campaign and developing a selling strategy. Understanding that a marketing campaign determines monthly sales growth (Beattie, 2022). Moreover, one should take the sales data from the period before the campaign launch to observe the meaningful difference (Beattie, 2022). In addition, if the company already has a particular average organic sales growth percentage, the campaign’s ROI calculation will abstract this percentage (Beattie, 2022). Thus, measuring ROI for MOD Pizza’s promotional strategy will use sales data concerning previous months, average organic sales growth, and marketing costs.
For example, the organic sales of MOD Pizza are 6% on average, and the campaign expenditures amount to $30,000 monthly. Supposedly, the sales growth for this month is $35,000, and 6% of that is organic, amounting to $2,100. According to the formula, one must subtract the average organic sales growth and marketing cost from sales growth and divide it by marketing cost (Beattie, 2022). In figures, the ROI will be as follows: ($35,000 – $2,100 – $30,000) / $30,000 = 9.6%. However, it is crucial to remember that the average organic sales growth is unstable each month in real life, so the ROI may be significantly lower. Moreover, it is necessary to set a fixed period for the implementation of the campaign to allow assessing expectations and outcomes.
Conclusion
Finally, basing the promotion strategy of MOD Pizza on the online environment will be the most advantageous option, as most customers spend time on social media. Moreover, the strategy should address multiple dimensions of the company-customer interaction to ensure long-term customer retention through content marketing, event marketing, and customer reviews. The selling strategy has to resonate with the promotional campaign, and thus, MOD Pizza needs to make it value-based and demonstrate the benefits for customers and the community. At last, the ROI calculation for the promotional campaign will require historical business line data, average organic sales, and marketing costs.
References
Beattie, A. (2022). How to calculate the return on investment (ROI) of a marketing campaign. Investpedia. Web.
Ferrell, O.C., Hartline, M., & Hochstein, B.W. (2021). Marketing strategy. Cengage Learning.
Kelwig, D. (2023). 5 powerful sales strategies, examples, and best practices. Zendesk Blog. Web.
MacNeil, C. (2022). In sales slump? Try these 12 promotion strategies to create customer demand. Asana. Web.