What type of campaign would ensure the greatest possibility of success in Cecilia's marketing endeavor?

Question

Three years ago, Cecilia opened Too Cute!, a company that sells supplies and party favors for baby showers. Since her business has been rather low-volume from the beginning, Cecilia has chosen to operate from a store on Etsy rather than her own website or a brick and mortar location. Now she has decided to take her business to the next level by making the move to a dedicated website. Since the expense involved in this move will be substantial, she wants to make sure it is a profitable one by executing a successful promotional campaign.

What type of campaign would ensure the greatest possibility of success in Cecilia's marketing endeavor? Select two of the following to explain whether Cecilia should include it in her strategy and why. For those which she should include, describe how she should utilize them.

Advertising

Direct marketing

Personal selling

Sales promotions

Internet/Digital marketing

Public relations

Out of home advertising/ place-based media

Answer 1

Cecilia and Too Cute! have a few options here, but her best options would be 1) internet/digital marketing and 2) public relations.

Cecilia should embark on internet/digital marketing because she can carefully and precisely target her digital campaign at women who are expecting children who are very active on social media (I would specifically recommend Google Search Ads and Instagram). Another advantage of digital marketing is that it will allow her to market effectively to those most likely to purchase her products with a rather modest budget which is important since she is a relatively small company.

Secondly, Cecilia should employ a public relations strategy as digital articles from targeted journalists represents another highly efficient, low cost means to get the word out about Too Cute! I would suggest that she specifically target "mommy bloggers" who are tremendously well-respected by the members of her target audience. Another advantage of public relations is that journalists provide independent validation of a company's products. This is very important for millennial and Gen Z consumers as traditional advertising tend not to resonate with these demographic segments.