To understand marketing communication opportunities, you must profile your target market and identify the likely benefits of your product to current potential customers. Determine the target market's economic and cultural characteristics, such as potential customers' income level and ethnicity, which will determine the effectiveness of your sales promotion.
You use information about the target market, your products and business environment to decide the channels -- personal or non-personal -- you'll use to launch the promotional campaign. A personal channel uses two-way communication to deliver a marketing message and receive customer feedback. Such communication may occur face to face, over the telephone, through the mail or email.
A sales promotion for a tablet computer might involve a sales representative, a system expert and a satisfied customer. The tablet computer manufacturer might also choose non-personal communication channels, such as television broadcasts, mobile billboards or transit advertising. The next step is establishing the desired effect of your promotional communication.
If promoting a new product, you'll seek product awareness. After you achieve awareness, your promotion program can focus on conveying your product's benefits to deciders and influencers to establish brand acceptance.
Customers must then become convinced they prefer your brand and that they want to own your product, which is brand insistence. Try brainstorming different ideas within the brand and agency to ensure that any offer delivers maximum creativity while still supporting the brand objectives and delivering ROI. Start with a cost-plus budget calculation. Then allocate a budget for design and artwork, production, media, communication and agency fees — this will give you your fixed costs, regardless of the brand or volumes of customer rewards you choose.
Estimate the number of people you think will respond, then multiply this by the total estimated unit cost of your variable costs. Add together your fixed cost and your variable cost to see your budget.
Several of our clients will bring four or five variations of the same concept to us in the early stages of planning and ask us to cost them so that they can get a view on affordability. You know who your audience is, and you know what message you want to convey to them, and what response you want to prompt — but what's the best way to reach this demographic with your brand message?
Will it be more effective to invest in one medium or choose an integrated approach? The chosen medium, or media, needs to not only be effective at reaching the right person, but it must be cost-effective.
Understand where your target audience spend their time, how they consume their media and how they carry out research and make different category purchases. If you're going to take the plunge and focus on social media for your campaign activities, be sure that you weigh up the pros and cons before hitting the 'post' button. This ties firmly back to step one — be clear on your objective and be clear on how you will measure the success of this objective.
The brand and its board members will need to know exactly how the campaign investment has delivered a return. If your objective was to increase sales, be clear on whether these sales figures will be based on a core number of flagship retailers, sales in a particular geographic region or online and offline sales, for example.
It will make evaluation quicker and easier. Every brief will have some challenges that need to be addressed to achieve the campaign objective. This may be challenges specific to the category or the market, or perhaps relating to brand perception, or even competitor activity. Identify these challenges at the beginning of any campaign planning process, and work out which factors need to be considered to address these.
Evaluation is also very important. Yet many companies fail to evaluate their sales promotion plans, and others evaluate them only apparently. The most general evaluation method is to compare sales before, during, and after the promotion.
Suppose a company has a 6 percent market share before the promotion, which jump to 10 percent during the promotion campaign, falls to 5 percent right after, and rises 7 percent later on. The promotion plans seem to have attracted new attempts and encouraged more buying by current customers. After the promotion, sales fell as consumers used up their inventories. The long run rise to 7 percent shows that company gained some new users.
Previous Next. Here are 7 Steps to Developing a Promotional Plan: 1. Define a specific objective. Determine a workable distribution plan to a targeted audience. Create a central theme.
0コメント