Promotional Planning Lesson 11.1 (pages )

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 1.Identify the target customers. 2.Set promotional goals. 3.Develop a promotional budget. 4.Select the promotional mix. 5.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. Social Networking—a causal or close relationship among people –One of the strongest mediums (word-of-mouth advertising) –Viral campaign—passing promotional messages through , instant messaging, chatrooms, blogs Movie Promotions –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 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 Event pgs Themed Events: –Event Involvement—provide great opportunities to promote a product/service –Event Coordinator—works with event sponsors to plan an event –Exhibit Manager—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 –Trade Shows—major events for people in a related industry (sports, entertainment, building industries, for example)

Awarding the Best, pgs Oscars/Academies—Movies –Cannes Film Festival—Internatl. films Grammys—Music Emmys—TV, Sports Programming, News, Documentaries Tonys—Theater