VA promotion plan outlines the promotional

tools or tactics you plan to use to

accomplish your marketing objectives.
V Description (or listing) of the promotional
tactics you plan to use.
V Projected costs for the year.
V Explanation of how your promotion tactics
will support your marketing objectives.
V Description of promotional adjustments for
cyclical businesses, if yours is indeed
cyclical.
V Print advertising such as that in programs
for events, trade journals, magazines,
newspapers
V Direct mail
V Outdoor advertising, such as billboards
and bus boards
V Broadcast advertising on radio and TV
(or Internet sites)
V The purpose of advertising is simple - to
make potential buyers aware of products or
services - and to encourage them to make a
purchase.
V Advertising is uniquely able to deliver a
consistent messages reliably, quickly and
efficiently.
V Some unexpected results from advertising
include attracting new salespeople or
retailers and improving employee pride and
morale.
V arketing collateral is a term used for
printed materials used to present
information about your business and its
capabilities, products or services. It can
include brochures, flyers, fact sheets, direct
mail pieces, and other communications
pieces that are produced directly by the
company. All of your company's printed
pieces should be in tune with your overall
marketing message and company image.
V brochures
V newsletters
V flyers
V posters
V Direct
mail
V arketing letters
V °hat is the specific marketing goal for the
collateral piece?
V °ho is the intended audience?
V Does the production cost fit within your budget?
V °hat is the production schedule?
V Is the timing appropriate?
V Does it complement your other marketing
materials?
V How and when will you distribute collateral
pieces?
V If you're planning to mail collateral, does it
comply with post office mailing requirements?
V Sponsorships for special events (like fun runs)
V Participation in community projects and boards of
directors
V Trade Shows - Your product or service might be one
that is suited to exhibiting at a trade show attended
by your target audience. Trade shows are typically
one- or two- day events that allow businesses to set
up exhibits or booths showcasing their products or
capabilities.
V Fairs (like Health Fairs, Job Fairs)
V Give-aways (like baseball caps and mugs with your
logo)
V Coupons and free samples
V Conducting contests
V Promotion refers to marketing activities
that create awareness of your business
and/or product. These activities get the
word out so potential customers know
what you have to offer.
V Promotion also includes activities such as
community involvement, sponsorship of
special events and giving away specialty
items (keychains, hats, pens).
V Public speaking is a public relations
opportunity to establish the business or
employees as leaders or experts in the
chosen field of business.
V Helps in getting positive publicity at no
expense that leads to favorable
positioning in the minds of customers
and investors.
V The best speaker from the group should
be allowed to represent the company.
VA fundamental principle of any form of
communication is to "know the audienceµ.
Only information that is relevant to the
audience should be presented.
V Being prepared implies having a thorough
knowledge of topic, determining key points
to be made ahead of time and practicing.
V Knowing the time allotted for the
presentation. Respecting the audience's
time and no long speeches.
V The speaker should come dressed appropriately
for the occasion.
V The presentation can be started with a few
remarks or humorous ice-breakers to give
audience members time to settle in and get their
minds focused on the topic.
V The audience should be told three things:
(a) what the speaker is going to tell them.
(b)what the company wants them to know (the
message)
(c) telling them what the speaker told
them.(Recap)
V Publications: VPublic
è ÿewsletters
è agazines relations/media
è Trade Journal relations:
Articles èÿewspaper
è Cartoon Booklets èmagazine
è Annual and èTV broadcasts
Progress Reports èPress releases
è Books
èPress kits
è Directories and
Guides èPublic service
announcements
V Brochures: which is generally are marketing material hand-outs,
appearing in publications keeps your name in front of customers and
subconsciously builds added credibility when the source is a third-
part.
V Publications are similar to brochures and advertising in that you have
complete control over how the message is presented
V Publications do have issues related to:
è Ähoosing a Designer
è Writer
è Printer or Publisher
è Production Mailing
V Ohe direct purpose of publications may not be to advertise a product
or company, publications offer you another method of promoting
your company and can be an important part of your marketing
strategy.
 V Public Relations includes activities intended to promote
understanding of your company or product and to promote goodwill
toward you, your company and its products.
V Assess and influence public opinion by delivering messages without
incurring direct media costs.
V It is often considered to be "free advertising³ and has a difference.




Cost Involves not only the cost of
creating the message (the print,
radio or TV commercials), but also
the cost of paying a media outlet
to deliver the message.
Control You control the message and the
method and timing of delivery.
Involves primarily the costs of
developing the positive
information about the company,
owner or product - messages you
hope to communicate to your
market and community.
The media controls the message
and the method and timing of
delivery.