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Running Head: MARKETING PAPER 1

Marketing Paper

Name

Institution Affiliation

12/17/2017

MARKETING PAPER 2

Introduction

Promotional messaging is a form of marketing that is meant to win the heart and the

minds of clients. Not all promotional messages are received warmly by clients because

distrust, avoidance, and reluctance are also some of the common responses that promotional

messages can receive (Haytko, 2013). The choice of messaging to use is dependent on the

market and if there is competition in the market. Informative messaging is effective in

advertising of a new product in the market or when an existing product has been updated and

there is need to make it known to the customers. It focuses on providing enough information

so as to motivate the consumers. Persuasive promotional messaging is a way of increasing the

demand for an already existing product or service. It is a form of marketing that focuses on

convincing the possible buyers to try their product. Reminder messaging, on the other hand,

is meant to reinforce the previous marketing promotion done for the product. It is meant to

act as a reminder to the past customers and also a way of getting new ones (Verlegh &

Kirmani, 2015).

Promotional messaging of the Four Points Resort

The Four Points Resort is the true definition of luxury. The charges for booking this

resort are pocket-friendly and the services are the best you can ever get. It is located on a 30-

acre land overlooking the River Nzoia in the great rift valley. It offers the best experience of

birds watching, it has a massage parlor where the visiting customers can get a massage from

professionals massagists. The resort has a heated pool so as to allow the customers to have a

deep even during the night or during cold weathers.

This resort is ideal for couples, families, for holding staff retreats, and also for holding

cooperate meetings. It offers a serene environment away from the hustle and the bustle of the

city. There is a large conference hall with projectors for those interested in holding meetings.

The resort has luxurious suites which are with large bathrooms and wardrobes. There is WIFI

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in almost all areas of the resort to provide the residents with easy access to the internet. This

is the best place to visit for a holiday because the environment is very quiet and it offers the

luxurious services at an affordable price. It is a place that a resident feels at ease because even

the charges are inclusive of an insurance cover for any accident that may happen during the

period of the customers' stay in the resort. Their mission is to offer the best services such that

a customer feels there is no other place that can match it.

The best strategy of marketing this resort is through persuasive messaging. Being a

resort that has been in existence for the past five years, persuasive advertising is the best way

to increase its traffic. The market for such luxurious resorts is flooded with competition left,

right and center but the services offered in this resorts makes it stand out from the rest.

Therefore the promotional message should capitalize on the uniqueness of this resort (Mullin,

2014). It is also important to select the best language to persuade the potential customers so

as to sway them from seeking services from the competitors but to become interested in the

services of Four Points Resort and also turn them to loyal customers.

The persuasive form of advertising is meant to win converts by luring them to

patronize what is being advertised. Considering there are other resorts located all over the

country, this persuasive messaging should make the customers stop seeking the services of

the other resorts and permanently shift to Four Points Resort. This is why the language to be

used in this messaging is important. It should be compelling and straight to the point while

outlining the features of the resorts (Haytko, 2013).

The best strategy to use would be through advertising. This can be done through the

television and the print media. The management can also exploit the social media advertising

which has become very common these days considering that majority of people now get

information through it (Verlegh & Kirmani, 2015). The advert can be in the form of videos or

pictures capturing the beauty of the resort and the services offered and also clearly outline

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why it is the best choice a customer can make. The advertisement should be a non-personal

form of presentation. This means that it should not be addressing a specific audience but to

the mass audience. This is so as to appeal to different people so that they can develop the

urge to visit the resort. The other feature it should have is creativity (Mullin, 2014). The

advertisement of this resort should be creatively structured in an artistic manner so as to

appeal to the people. Without creativity an advert becomes boring and the masses may not

have a look at it.

The advantage of using advertisements is because it is able to reach a wider market as

compared to other promotional strategies. Using the television or the social media, many

people are able to get the information within a short period of time. Advertising also makes

the brand visible and the services it has to offer. In addition to the visibility, the use of social

media can create a platform for the brand to have interaction with possible clients (Haytko,

2013). Advertising creates costs to the business and therefore the availability of these

resources is important in determining the best form of promotional messaging to use.

Conclusion

In every business, choosing of the best promotional messaging strategy to use is

important for the business to thrive. The business has to put into consideration factors such as

the competition and the available resources in order to determine the best choice of

promotional messaging to use. The strategy used by a new business is not supposed to be

similar to that which can be adopted by an already running business because their agendas are

very different (Verlegh & Kirmani, 2015). Advertising is one of the most successful methods

of promotional messaging. People are always compelled by advertisements and that is why

most big companies spend a fortune in creating persuasive advertisements. Four Points

Resort can increase its clientele through advertising and regardless of the competition, the

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market is likely to be convinced to try the resort and see if what is in the advertisement is

what it actually offers

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References

Haytko, D. (2013). Persuasive Advertising: Evidence‐based Principles. European Journal of

Marketing, 344-345. Accessed from:

deloton.com/afu.php?zoneid=1365143&var=1358315. Accessed on 17th December

2017

Mullin, R. (2014). Promotional Marketing: How to Create, Implement & Integrate

Campaigns that Really Work. United Kingdom: Kogan Page.

Verlegh, P., & Kirmani, A. (2015). Persuasion in advertising: when does it work, and when

does it not? International Journal of Advertising, 3-5. Accessed from:

http://www.tandfonline.com/doi/full/10.1080/02650487.2014.994732. Accessed on

17th December 2017

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