The impact of creative marketing strategy on sales volume : case study of Omegayksi Oy

Abstract

In recent times, the product and service market has become highly competitive. This is largely due to the number of competitors, new products/services and more sophisticated buying philosophies. Having a creative marketing strategy helps an organisation surmount these challenges. However, research on how marketing creativity in organisations translates to business sales volume is limited.

The main objective of this mixed-method study was to investigate the various creative marketing strategies of Omegayksi Oy, a homecare provider, and explore how these creative marketing strategies affect its sales volume. Data were collected from survey questionnaires administered to members of staff, and also from semi-structured interviews administered on the members of the management of the same organisation. The quantitative data collected were analyzed with descriptive and inferential statistics, using the IBM SPSS statistics analytic tool, while the qualitative data were analyzed using thematic analysis technique.

The analysis showed a positive correlation between the use of creative marketing communication strategy and sales volume. First, it was confirmed that Omegayksi Oy uses social media marketing, viral marketing, guerilla marketing (discounts, give aways, etc.) and experiential or relationship marketing as its various creative marketing strategies. Second, it was revealed that the frequent usage of these creative marketing strategies increased the sales volume by an average 11-20% for every marketing campaign.

The findings suggested that Omegayksi Oy should give more priority to the usage of creative strategies in marketing its services. Also, the company should allocate more funds to the training of staff members and allied personnels on the implementation of creative marketing campaigns to enhance its marketing penetration, market share and development.