Advertising strategy alignment with marketing
Scentsy’s marketing and advertising strategies are related, but not the same. The advertising strategy is made up of tactics and methods Scentsy will employ to carry out the marketing plan. There strategic advertising plans include promotional efforts that build public awareness of the business and its products. Once the Scentsy consultant has created awareness of the product, they will then be able to use the various advertising media and channels necessary to effectively communicate the message to customers. Scentsy has very strict guidance on how a consultant can promote and advertise. They do this to insure that every consultant stays with in the companies’ core values and mission statement, which is “To bring value to the world by providing an industry-leading, family-friendly business opportunity selling creative, artistic, high-quality products that warm the heart, enliven the senses, and inspire the soul (Scentsy Inc., 2012, p. 1).” Scentsy is a member of the direct selling association and follows their ethic and core values to sale and market their products, each consultant must adhere to these practices in order to ensure that advertising stays in-line with Scentsy’s marketing goals (Direct Selling Association, 2013).
Measurement of effective advertising
Advertising for Scentsy can be a valuable way to get the message out to the community of the consultant. Measuring the effectiveness of the advertising will apprise the consultant that their advertising is either paying off or not. Since Scentsy is a direct selling franchise the consultant is responsible for their own advertising. To measure the effectiveness the consultant uses several forms of data. Each consultant has a personal website and a work station. The work station contains all the information for each consultant. The workstation records and tracks every order, every event, and the consultant’s customer base. Using this data they are able to analyze their sales and determine if the format of advertising they are using is being effective.
Consultants heavily rely on word-of-mount advertising also. So by hosting home parties they can also use the amount of guest attending as another form a measurement as well as web page hits to measure against purchases vs. people looking. Utilizing all this information will let the consultant to view their advertising strategy and be able to measure it against profit.
Promotional strategies used in addition to advertising
Scentsy’s has several forms of advertising that a consultant may utilize. These forms are, home parties, word-of-mouth, mobile signage, telemarketing, website, social media (such as Face Book), digital media (such as You Tube), and temporary sales forums (venues not in place more than 24 days) (Scentsy Inc., 2012).
Along with the following formats of advertising there are several promotional events used to increase brand image and customer loyalty. ...