Background
Dyson is a reputed organization in Singapore that has launched lately the technology of the bladeless fan, which is quite safe and provide powerful airflows (Stacks and Michael). The concept of using the air multiplier instead of the regular blade fans is unique and is provided with more facilities like sleep timer and remote control of the airflow. The concept of the Dyson fan is quite effective and that is the reason it can set aside from the traditional fans. Some suggest that a Japanese company first developed the concept of the bladeless fan that is almost 30 years ago. James Dyson, the father of the Dyson Company along with the team of new scientists and engineers are always in the survey of finding new things and implement them in the various household activities.
The Unique Selling Proposition (USP) is considered as the key factor of a particular company and in this case, the bladeless fan is the key product of the Dyson Company of Singapore. It has no outside blades and the bladeless fans have the capability to blow it from its ring (Chung, Jaesub and Robert). A powerful stream of an uninterrupted airflow can allow even a balloon to pass through it towards the target. The fan can be tilted by a single touch that needs to stay without having any clamping as they have their own gravity centers. The fan also provides with a guarantee for two years along with its labor and parts. The compressor draws the air in, then it passes through the ring, and then out of a slit, the air comes out and is released over a shape of a wing of an aircraft. It also enhanced the airflow by fifteen times than the airflow of the occidental fans with blades (Wilcox, Glen and Bryan).
The objectives of the requirements that need to be implemented for the PR Campaign of the bladeless fan of Dyson Company have to be smart and attainable.
- There is a need to achieve the target audience that may be 50% of the target audiences for may be the first three months after its launch.
- It is important to analyze the requirements for the revenue of the promotion of the product.
- It is important to focus on the particular set of audiences who have the capability to afford the product irrespective of their income level.
- To enhance the popularity of the Bladeless fan the feedback shares of their respective experiences is important.
The key messages that will be reflected through the campaign are:
- It is a modern bladeless fan which can make the flow of air smooth
- The price of this fan is considered reasonable and so there will be not much problem in the payment and is almost affordable to all.
- The quality of the material that is used for the making of the fan is quite durable and even shockproof.
- The chances are almost null that might cause hazards for the children.
- Demographics
- Age: For all
- Gender: For all
- Race: For all
- Income: 12,000 to 25,000
- Education: Minimum Secondary
- Occupation: White collared
- Social class: Middle income
- Psychographics
- Lifestyle
- Working
- New and innovative project
- Young and Energetic
- Attitude
- Tech savvy
- Attracted to promotion
- Discerning buyers: Seeks value and affordability
- Trend savvy
- Influence in the buyers
- Reviews from the Users
- Colleagues and family recommendations
- Social media usage
- Benefits
- Brand value
- Affordable
- Usage Rate
- daily
The methodology of the research includes online reviews and interview for procuring the information from the targeted audience and both carry equal importance (Santric-Milicevic et al).
- Online review- Thereview acts as the major factor for image building and reputation of the company. The online reviews are mostly based on close-ended questions and on the views of the customer (Sekaran, Uma, and Roger Bougie). The online reviews are important as they often increase the sales and provide need so that the decision to purchase may be enhanced. Reviews are always in the pattern of rating system so that it is possible for the company to get convinced about its position and to know whether the company is lacking behind or not in the market competition.
- Customer interviews- The interview of the customer are used in order to make the companies understand the wants of the customers and accordingly it is the responsibilities of the companies to focus on the change that is needed. Sometimes the company finds some answers that have been suggested by their maximum customers, then the company may think to input that change (Greener). The interview often consists of a list of questionnaire that is asked to a customer, so that the company may understand the inputs, it needs to put to improve its quality.
The ultimate message to the target audience is that the product is durable and is eco friendly and at the same time affordable too for the middle class buyers (Zikmund et al). The message that needs to be delivered is that none product other than the Dyson Bladeless fan confirms the warranty of two years. The fan defers no side effects, is compatible with all types of houses, and is friendly with the children. These are considered as the benefit of the bladeless fan. The fan can easily be shifted from one place to another in every part of the house and so the portability. The lightweight of the fan makes it also an advantage that releases air at a large volume and it has a remote control system (Risius, Marten, and Roman Beck).
- Purpose: To officially promote the Dyson bladeless fan
- Objectives: To organize a press meet for its promotion
- How it runs: There is a need to provide media kit on the arrival of the journalists. There are various interactive rounds with the audiences that consists of the question answers rounds and game shows and distribution of the gifts.
- Media Kit: The information that will be provided in the press kit needs to have proper details so that the journalists can elaborate the story based on that information (Stelzner). The kit often consists of the various essentials that are required by journalist to help them write the story. The essential consists of the pen, pad, pencil and a brief info about the product and how the promotional event will be carried, all these in a file or a folder so that it becomes easy for them to carry. Water and food is also served through the coupon system. All the facilities are provided to them so that the reporters write their story well and reflect a good view on the story (Gardner et al. ).
- Event Timeline:
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Week 1 |
Week 2 |
Week 3 |
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Celeb talk shows |
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Debates |
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Game shows |
- Celeb talk Shows
- Purpose: To promote the bladeless fan of Dyson in the market with the help of the celebrities
- Objectives: To run the events in a shopping mall with the help of a celeb talk show.
- Media Channels: there will be two types of media channels. One is the print house and the other is the television. The social media executives of the in house working people will upload other images and pictures.
- How it runs: the celebs on a desk or a platform in the mall will talk about the various benefits of the bladeless fans. They will suggest using this product in their house. The audiences can also exchange their views in the talk show and an interactive session will take place.
- Debates
- Purpose: To highlight the benefits and disadvantages of the product in a debate format
- Objectives: the advantages of the product will be highlighted.
- Media channels: all the media channels including the print and the television
- How it runs: the audiences exchanges their views on the various benefits of the fan
- Game shows
- Purpose: To make the event more active
- Objectives: audiences will play in the will engage their view on the fan.
- Media Channels: various print and television houses will b e called.
- How it runs: the audiences will play tug of war and whoever team wins will be gifted with a free discount voucher of the Dyson bladeless fan.
- Magazines
- All television house
- All newspaper houses
Conclusion
Therefore it could be concluded from the topic that the background of the Dyson company intends to state about its intention and program. The topic discusses about the USP of the company which is a bladeless fan. The promotional activity is organized by the company to reach the targeted audience to fulfill the needs of their wants. The benefits of the bladeless fans are discussed properly along with the reporters developed the press kits. The promotional activities should be discussed in a systematic manner to make keep up with the reputation of the company Dyson.
References
Brijs, Bert. Business analysis for business intelligence. CRC Press, 2013.
Chung, Jee Young, Jaesub Lee, and Robert L. Heath. “Public relations aspects of brand attitudes and customer activity.” Public Relations Review39.5 (2013): 432-439.
Gardner, Liz, et al. “The influence of message source and cultivation strategies in a nonprofit public relations context.” Public Relations in the Nonprofit Sector: Theory and Practice 6 (2014): 219.
Greener, Tony. The secrets of successful public relations and image-making. Elsevier, 2016.
Kiel, Ing Horst. “Entrepreneurial marketing.” (2014).
Risius, Marten, and Roman Beck. “Effectiveness of corporate social media activities in increasing relational outcomes.” Information & Management 52.7 (2015): 824-839.
Santric-Milicevic, Milena, et al. “Inequalities in screening participation exist among adults in Lithuania. Health promotion strategies are needed to improve awareness and increase participation in screening programmes, targeting group with low participation in screening. Key messages.” European Journal of Public Health 23 (2013): 1.
Sekaran, Uma, and Roger Bougie. Research methods for business: A skill building approach. John Wiley & Sons, 2016.
Stacks, Don W., and Michael B. Salwen, eds. An integrated approach to communication theory and research. Routledge, 2014.
Stelzner, Michael. “2014 Social Media Marketing Industry Report.” Social Media Examiner (2014): 1-52.
Wilcox, Dennis L., Glen T. Cameron, and Bryan H. Reber. Public relations: Strategies and tactics. Ed. Ashley Dodge. New York, NY: Pearson, 2015.
Zikmund, William G., et al. Business research methods. Cengage Learning, 2013.
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