PLAN PROMOTIONAL ACTIVITIESPRESENTATION 1

PRESENTATION OBJECTIVES

At the end of this presentation you will be able to:

• Identify potential promotional activities

• Plan and schedule based on organisation needs

• Determine overall promotional objectives

• Create timelines and understand costs

• Develop action plans

IDENTIFY PROMOTIONAL ACTIVITIES

Promotional activities and their objectives should always align with

organisational goals and requirements.

Requirements can be directly related to products or services or may

relate to the organisation’s image and reputation in the community.

Requirements could include:

Confidentiality and security WHS policies and procedures

Ethical standards Pricing policies

Documentation processes Quality and consistency procedures

Goals and objectives Replacement and refund policies

Legislative and legal Payment and delivery options

IDENTIFY PROMOTIONAL ACTIVITIES

Organisation will likely have numerous promotional activities

occurring simultaneously; monitoring so they do not interfere or

jeopardise each other will be necessary.

An analysis should be performed to see which promotional activities

will have the greatest potential for achieving goals.

• Print Advertisements

• Media Advertisements

• Client Functions

• Employee Functions

• Media Announcements

• Product Launches

• Web Pages

• Social Media

PLAN AND SCHEDULE ACTIVITIES

When planning and scheduling activities, it is advantageous to think

of each activity building and expanding on the previous activity to

keep product and brand awareness increasing.

Each promotional activity should take advantage of the

previous promotional activity’s groundwork

To maximise reach and keep target market/audience engaged, a mix

of media types should be used keeping in mind a consistent theme to

aid in the creation of brand recognition.

PLAN AND SCHEDULE ACTIVITIES

Factors to consider when planning and scheduling promotional

activities include:

• Market type

• Market segments / Target audience

• Customer needs

• Market share

• Promotion scheduling and timing

• Market trends and developments in promotions

• Competitor’s promotional activities

PROMOTIONAL OBJECTIVES

The promotional plan provides a framework for promotional activities

but it is ultimately the goals/objectives that are the foundation.

Goals or objectives for marketing promotions could include:

Awareness Building

Creation of Interest

Informational Resources

Brand Identity Reinforcement

Build Customer Loyalty

Build Brand Awareness

Establishing Corporate Image

Dispel Negative Press

Capitalise on Market Opportunities

Announce Changes

PROMOTIONAL OBJECTIVES

Determining promotional objectives essentially requires determining

the response sought from the promotional campaign.

The model developed by Lavidge and Steiner shows the hierarchy of

effect that advertising and promotions can have on consumers:

When determining objectives, involve a variety of individuals, both

internally and externally to provide feedback and perspective and

ensure objectives are consistent and correct.

Awareness Knowledge Liking Preference Conviction Purchase

TIMELINES AND BUDGETS

Effective budgeting of costs and time is essential to ensure

promotional plans are implemented effectively within the resource

constraints of the organisation and kept on schedule.

A timeline should:

• Clarify the date each activity is to be implemented

• List and prioritise various tasks to be completed

• Calculate how long each task will take and those tasks that can be

done simultaneously

• Leave room for unexpected issues

• Ensure the schedule length is appropriate

TIMELINES AND BUDGETS

A budget should show the overall funds necessary for the campaign

and the specific proposed cost of each individual promotional activity.

Methods that can be used to develop an overall budget include:

Costs should be realistic and consistent with recourses available

Promotional Objectives and Tasks

Percentage of Sales

Competitive Analysis

Affordable Method

ACTION PLANS FOR ACTIVITIES

Action plans outline and detail the products and services that will be

promoted and the events and activities attached to them including:

• List of all tasks to be completed in implementing activities

• Timeline for completing all tasks (listed in sequential order)

• Overall costing for promotional activities

• The venue(s) for the activity if applicable

• Personnel involved in implementation

• Resources required to implement

Action plans should be detailed enough so both internal and potential

external individuals clearly understand the objective at hand

PRESENTATION OBJECTIVES

Now that you have completed this presentation, you will be able to:

• Identify potential promotional activities

• Plan and schedule based on organisation needs

• Determine overall promotional objectives

• Create timelines and understand costs

• Develop action plans