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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