Promotional Planning Lesson 11.1 (pages 282-286)
Planning to Promote: Developing a Promotional Plan • Promotional Plan—a written, detailed description of how the four elements of promotion (Advertising, Sales Promotion, Publicity, and Personal Selling) will be used.
Promotional Plan Development Steps • Identify the target customers. • Set promotional goals. • Develop a promotional budget. • Select the promotional mix. • Measure the results.
Identify the Target Customers • Demographics: age, income, education, gender, marital status, ethnic background, etc. • Needs
Set Promotional Goals • Specific • Measurable
Develop Promotional Budget • Publicity only form of promotion that does not cost ($) • One method = percentage of sales
Select the Promotional Mix, cont’d. (Advertising, top of pg. 284) • Traditional Media: appeals to Baby Boomers • Advergame (electronic/online game ): appeals to younger market—incorporates marketing info. in game • See example used by The Heat—pg. 284 in SEM text
Measure the Results(pg. 284) • Quantitative Measurement—provides information in terms of numbers/percentages • Qualitative Measurement—subjective/depends on interpretation • e.g., measure of loyalty to a brand name
Promotional Trends • Technology—has brought big changes in how products/services are promoted. • SocialNetworking—a causal or close relationship among people • One of the strongest mediums (word-of-mouth advertising) • Viral campaign—passing promotional messages through e-mail, instant messaging, chatrooms, blogs • MoviePromotions • Trailers—rated for viewing age • Well-coordinated plan can renew consumer interest • Pay-per-view ads • See example of Titanic on pg. 285
Professional Plans • Choices: • In-house • Outside Agency • Advertising Age: online & print magazine, source of promotion industry information
Product Positioning,pgs. 191-192 • Set your product apart, show that it is better than competition’s product • May use status, price, brand recognition, etc. • Celebrity endorsements
The Right Promotional Eventpgs. 294-296 • Themed Events: • EventInvolvement—provide great opportunities to promote a product/service • EventCoordinator—works with event sponsors to plan an event • ExhibitManager—plans where various types of exhibits may be set up, rents space to businesses to promote, and ensures exhibitors have items needed to set up • TradeShows—major events for people in a related industry (sports, entertainment, building industries, for example)
Awarding the Best,pgs. 296-298 • Oscars/Academies—Movies • Cannes Film Festival—Internatl. films • Grammys—Music • Emmys—TV, Sports Programming, News, Documentaries • Tonys—Theater