Promotional Planning

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Promotional Planning
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What is Promotion?

• Communication tools that inform potential
  customers about
• The Existence of the Business
• The Product or Services Offered
• Special Events

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What is Promotion?

• Major Types of Promotion
• Non-Personal Promotions
• Sales Promotions Advertising)
• Promotions that are not
• aimed at one specific person
• Personal Promotions

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Why Do We Use Promotion?
Promote, Promote, Promote

• Promotion
• Informs
• Persuades
• Reminds

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Non-Personal Promotions
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Non-Personal Promotions

• Targets the population, not just your market
• Little to no interaction between the store and
  the actual customer
• Consists of.
• Advertisements
• Sales Promotions

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Non-Personal Promotion

• Advertising - any paid form of non-personal
  presentation of ideas, goods, or services
• Television
• Billboards
• Radio
• Newspapers
• Magazines
• Direct Mailing
• Internet

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Anatomy of an Advertisement
Headline

Sub-Headline
Illustrations
Copy Should contain the details about the
product or business
Contact
White Space
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Non-Personal Promotions

• Sales Promotions A form of non-personal
  promotions that focuses specially on special
  event or offering
• Sales
• Coupons
• Flyers
• Publicity Events (be realistic)
• Autograph signings

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What To Consider

• Who is your target market?
• What media would best reach my market?
• Television? Newspapers? Billboards? Flyers?
• What specific mediums does your market use?
• Newspaper which one and what days?
• Billboards where is it located?
• Television what station and what time?
• Coupons where will they be placed, when?

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PersonalPromotions
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Review Non-Personal Promos

• Should consists of two things
• 1) Four or Six Different Non-Personal Promotions
• Advertisements, Business Cards, etc
• These promotions should be placed in the appendix
• 2) Paragraph describing how you will use this
  promotional tool
• Newspaper
• What newspaper will you advertise in and WHY?
• What days will you run this ad? WHY?
• Radio Ad
• What radio station will you air your ad? WHY?
• What time of day/night will you run the ad? WHY?

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Personal Promotions

• What are Personal Promotions?
• Direct, individualized communication with one or
  a few customers.
• With the goal of assessing and meeting their
  needs with the correct products or services.
• Also known as Personal Selling

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Personal Promotions

• Advantages of Personal Promotions
• Personal Promotions vs. Advertising
• Advertising has limited amount of information
• A salesperson can offer more detail
• Selling is individualized and can be very
  specific
• Allows business to get customer feedback

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Personal Promotions

• Not all businesses have traditional personal
  selling.
• What other activities could be consider personal
  selling?
• Employees of a restaurant?
• Employees of a retail store?
• The Owner?

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Restaurant Employees

• Waiter/Waitress
• Uniform (buttons with specials, TGI Fridays)
• Dessert Trays
• Bonuses
• Greeter/Hostess
• How do you approach a customer
• Welcome to the ________ home of the _____!!

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Retail Store Employees

• Employees
• Greeting customers
• Traditional Selling
• Offering suggestions
• The Owner
• Local Hotels (Fliers, Hotel TV)
• Resorts
• Gas Stations
• Chamber of Commerce

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Promotional Plan

• Should consists of three things
• 1) Four or Six Different Non-Personal Promotions
• Advertisements, Business Cards, etc
• These promotions should be placed in the appendix
• 2) Paragraph describing how you will use this
  promotional tool
• Newspaper
• What newspaper will you advertise in and WHY?
• What days will you run this ad? WHY?
• Radio Ad
• What radio station will you air your ad? WHY?
• What time of day/night will you run the ad? WHY?

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Appendix of Advertisements

• Must have four or six different promotional tools
  (See list on the business plan)
• Hard copy of the ad you will use (Appendix)
• Must have
• Copy
• Contact Info
• Logo
• HINT Use Microsoft Publisher

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Promotional Plan

• 3) Personal Promotions
• Paragraph describing how your employees will
  utilize personal selling
• Paragraph describing how you, the owner, will use
  personal selling.

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Your Promotional Plan

• Your promotional plan will consist of two
  sections
• Non-Personal Promotions (Need 4 or 6)
• Written description
• Hardcopies of your advertisements
• Personal Promotions
• Written description