Communication Strategy, Evaluation and Product

Communication Strategy, Evaluation and Product
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The Communication Strategy
1 Earned Media
Earned media, also referred to as ‘earned content’ is the promotional content about a brand that isn’t paid for or created by the brand owner. Also, it refers to free publicity or exposure that is received through third party marketing efforts e.g. tweets and shared content (Farcaş, 2017). Often, earned content is published by third parties. Earned media opportunities can be harnessed in several ways as discussed below.
1 Tap into influencer marketing
Strategy 1:
Get an influencer to market, publish or even talk about Shanghai Tang. The influencer should have an audience that matches Shanghai Tang’s target market. Leverage the influencer’s social networks and relationships to build a solid following from the influencer’s audience (Hansen, 2014).
2 Participate in industry trade shows
Strategy 2:
Participate in fashion trade shows to create brand awareness.
Tactics: Leverage live fashion events as a tactic to reach the fashion audience. Secondly, create and distribute content in text, visuals, video etc. Secondly, interact with influencers and fans about Shanghai Tang.
3 Engage fans and advocates
Strategy:
Engage fans to build and strengthen relationships with people interested in the brand. Besides, the organization can share content with fans and advocates. Tweets and shared content constitutes a small component of earned media, especially if it comes from an influencer and ends up trending.
2 Paid Media
Paid media is a publicity method that businesses and organizations use to promote their brand, product or content through tactics such as social media posting, display ads, paid search results, video ads, pop-ups among other promoted paid content (Johansson & Larsson, 2015). Unlike earned media, it is paid for by their organization. Shanghai Tang will use paid tactics to reach its targeted audience and clientele. Paid media strategy is effective in expanding brand exposure, thereby creating awareness through clicks and high online traffic. Paid media also refers to any media exposure that the organization pays for and includes sponsorships, paid search results and advertisements posted on webpages and social media platforms (Sobel, 2012). Shanghai Tang will create and control the content and pay to have it displayed on third party channels and platforms.
Paid media strategy: Sponsorship in form of financial support in exchange for acknowledgement of the brands participation.
Tactic 1: The brand will sponsor fashion television shows, fashion reality shows and online fashion contests.
Tactic 2: Paid search results.
Shanghai Tang will pay to have its link appear in a prominent position whenever an online user inputs s specific keyword.
Tactic 3: Paid advertisements
The brand’s paid adverts will be displayed in form of a banner, small link or pop-up. Have video advertisements appear whenever consumers are searching other third party websites (Lin, Guo, & Chen, 2013).
Event Planning & promotional Poster
The Communication Product
The publicity com...