An overview of the media marketing strategy of the Whirlpool company and their related core products.
Written in 2008; 750 words; 4 sources; MLA; $ 26.95
Paper Summary:
The paper discusses an analysis of the consumer media relations strategy of the Whirlpool company. The paper relates that having strong media relations in our modern era is extremely important for the success of product based companies. The paper confirms that having good public relations ensures that the public consumer becomes well informed of Whirlpool appliances. The paper examines two strategies that could be used by Whirlpool appliances to generate publicity for their core products.
From the Paper:
"The first strategy that they should pursue is an open house media event. Open house events serve the purpose of exhibiting the products that Whirlpool Appliances are currently selling, it allows consumers to experiment with Whirlpool appliances and see the full range of product offerings. There are several reasons that this strategy is effective, it lures in customers who are originally interested in purchasing such merchandise with a free demonstration. In this way, they are exposed to our product offering in a non-pressure environment so that they understand the overall capabilities of our products. From a media relations perspective, an open house allows Whirlpool to generate free publicity through newspaper, media, and television channels. It in effect gives Whirlpool the ability to reconnect with media relationships and gain publicity for their entire organization. In order to execute on this event several steps needs to be articulated. An open house needs to first and foremost allow the media and the public to experiment and see showcased products from Whirlpool. To generate the most effective PR for such an event, Whirlpool should perform open houses when they are launching new products or showcasing a new line of updated products. Their goal is to gain as much public interest as possible, thus targeting consumers through a myriad of promotions is the best way. Media PR will only be positive if there are extensive products to review as well as a large public audience. Therefore it is the job of PR department for Whirlpool to gain a large audience at their open house. This strategy is very effective because it targets two public relations outlets at once. It focuses on customers who are interested in the product line and showcases new products, while at the same time reaching media outlets who will be able to grant free publicity to the organization as a whole."
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