Promotional Strategies - Topic 3

 

I will talk about my experience when I bought my Samsung S22 phone from JB Hifi store in Casuarina.

1 How does the company create awareness of its product?

JB Hifi puts a banner on their website to create the awareness of this phone. Banners also appeared in front of their brick-and-mortar stores. JB Hifi uses promo emails, social network marketing, and banners in front of their store, to market the phone. They also have multiple campaigns on Google and Bing and if you search about "Samsung S22", their results would be on top of the page. This marketing strategy is intelligent because people tends to trust the products that they found by themselves, but not the products that directly marketed to them like Facebook or Twitter Ads.

I got interested in this phone just because I saw the banner on their website and it was so tempting so I decided to visit the store to try it first.

2 How does the company get consumers to try its product?

JB Hifi offers a try-on in store so customers could try to use it for a while, before deciding to buy it or not. I think it is a very good strategy, because customers can touch, feel, play with the phone for a period of time; until they make their final decision.

3 How does the company give information about the product to its customer?

On their website, the product page provides all the information from the manufacturer. It includes pictures, videos, and specifications. On their product page, they also provides the reviews from real customers who already bought the phone, so by that way, it would create more trust factor for the new customers to decide to buy the phone.

4 How does the company retain loyal customers?

The company offers a warranty under Australian Consumers Law, also offering extending warranty if the customer is interested in. Customers can sign up for the JB Hifi Perks membership for free, and get a $10 voucher to apply directly on their order.

5 How does the company entice the customer to buy more and use their product frequently?

The company offers phone trade-in so customers could trade their old phones to take credit to buy a newly released phone. Also at the release date, JB Hifi offers a heavy discount on the phone, so instead of paying $1,400 for it, I only paid $1,000 after included all the promotion.

6 What promotions does the company use to identify more customers?
JB Hifi uses multiple marketing strategies, such as online marketing, offline marketing. They also provide free membership to attract customers to create accounts with them. It is a win-win situation, as JB Hifi would gain more loyal customers, and customers also gain multiple vouchers and coupons that they could use. JB Hifi also provides some deals that exclusively for their Perks members aswell.