Communication Channels
Communication Channels
Introduction
This paper will explore the merits and shortcomings of various communication channels that SmartWindows intends to use to reach property and home owners who are the target audience. Additionally, the paper will analyze the reach of the communication channels and possible changes in the products life cycle.
According to Rowley (1998), advertising is the promotion of products by an identified sponsor. SmartWindows will realize several benefits through advertising including reaching a large number of home and property owners in a certain geographical location, high reader involvement and deciding the placement of ads. However, the new venture will spend a lot of money and experience slow lead time. At first, adverting may reach a large population since people are always eager to discover new products, but through the life cycle of the product, the reach will reduce steadily.
PR
Personal relations are programs meant to promote a company’s public image (Rowley 1998). PR will help SmartWindows to create awareness to property owners about the new product. Additionally, the company will create a positive public image which will position it as a reliable supplier of windows. Another benefit of using PR is the ability to display SmartWindows as a professional windows company. SmartWindows will likely face some shortcomings such as public criticism, and lack of engagement since most property and home owners do not rely on this communication channel to acquire information. Importantly, this channel will reach a small population at the start and remain constant throughout the life cycle of the product.
Online
Online communication is one of the most effective communication channels in the contemporary business environment. SmartWindows will reach a large number of home and property owners who search online for products. The company will also benefit through maximum leads and conversions. SmartWindows will also have the advantage of using numerous online tools to target specific groups of home and property owners. Nevertheless, SmartWindows will face stiff competition from other window companies that use this channel. The reach of this channel will be high at the start and remain steady through the life cycle of the product.
Personal selling
Rowley (1998), states that personal selling is a direct interaction with prospective customers with the aim of making sales. SmartWindows will realize various benefits through this channel including making sales, creating contacts and establishing loyal clients. However, SmartWindows representatives will like face ignorance from some home and property owners and make few sales since some property owners rely on specific suppliers. This communication channel will reach a small population in the beginning, but the reach will widen through the life cycle of the product.
References
Rowley, J. (1998). Promotion and marketing communications in the information marketplace. Library Review, 47(8), 383–387.
