1. Fashion Promotion Plan Objectives

2. Objective #1: – Increase consumer awareness of the company, product, service or brand Get more people to recognize and recall the name of your brand

3. Objective #2: – Change Consumer Attitudes

4. Objective #3: -Promote New Products Advertisers want to convince consumers to buy a newer model of the same product.

5. Objective #4: – Persuade consumer to try a sample of the product When a consumer tries a sample, it must meet or exceed the advertised benefits. What products have you been asked to sample in stores? – Food, Makeup, Kiosk in mall (hand lotion/nail), Perfume/cologne

6. Objective #5: - Persuade consumers to buy the advertisers product

7. Objective #6: Create a “regular” user – Convert an occasional user into a regular user

8. Objective #7: -Brand Switching – Persuade a consumer who is loyal to another brand to switch brands.

9. Objective #8: Expand Target Market – A business may need to reach a different segment of the market.

10. Objective #9: Increase Sales – All promotional campaigns are meant to increase sales. However, they do this directly or indirectly. Ex: A sale on an item is meant to directly increase purchase. Ex: An ad that improves consumers’ attitude about the product will indirectly increase sales.

11. Objective #10: Increase the number of multiples per transaction – Ex: customers buy more than one item

12. Objective #11: Encourage frequent purchases – Can be accomplished through “store bucks” (ex: $25 in Kohl’s cash for every $100 purchase) or punch cards (ex: Bruesters frequent buyer card)

13. Objective #12: Create goodwill – Can be accomplished by partnering with a local charity or business through community service type activities.