Promotional Plan for Building & Home Improvement EXPO

Introduction

Company Background Promotional Plan Action Plan Review & Report Plan

Company Background

Ferro Homes is a progressive Australian building company with history spanning half a century.

Ferro Homes prides itself for its innovative designs, which reflect the changing lifestyle of Australians.

Promotional Plan

Good brand awareness Media Advertisements Media write-ups Experts’ recommendations Word-of-mouth Its display houses

2.1 Promotional Objectives

The objectives of the EXPO Increase brand awareness Generate leads Foster business relationships with

current a potential partners Gather marketing intelligence on the

competition.

2.1Promotional Objectives (CON.)

The success of these promotional

objectives are to be quantified

50% of successful brand awareness/recall by visitors to the EXPO

300 leads from potential clients collected during the EXPO

The success of these promotional objectives are to be quantified (CON.)

500 contacts made with business partners

Marketing intelligence collected from competitors in terms of pricing, designs and promotions

2.2 Promotional Message

Ferro Homes is showcasing new designs at the Building & Home Improvement EXPO.

2.2 Promotional Message (CON.)

Visitors to the EXPO will receive vouchers, which can be redeemed later when they decide to build their homes with Ferro Homes.

Visitors can redeem any one of the three vouchers.

These vouchers are worth $5000 each, including a choice of upgrade from laminate kitchen top to marble kitchen top or a third garage or reverse cycle air-conditioner for a single-storey home.

2.3 Promotional Activities

This will take place 6 weeks before theBuilding & Home Improvement EXPO

Promotional activities

Newspaper Advertisement in The Herald Sun

The Herald Sun is chosen because it is the most widely read newspaper in Melbourne, with readership of 1.3 million http://www.mediaworksasia.com/publication/detail/000000038/page1/

Promotional activities(CON.)

It is proposed that the quarter page color ad runs consecutively for 3 Sundays.

This will cost : $25,000 x 3 = $75,000 (The Sun Herald Advertising Rates 2008).

Promotional activities (CON.)

Listed in the Advertisement of the EXPO Cost

Cost = include in the rental

Promotional activities (CON.)

Internet on the company’s website www. ferrohomes.com.au (cost already included as part of the website maintenance and upgrade cost)

Promotional activities (CON.)

Google front page ad when people google homes, building, builders, EXPO

Cost = $1000

Promotional activities (CON.)

Brochures to be given away at the EXPO

♠ Design = $5000♠ Printing (full color 5000 copies) =

$20,000♠ Total Cost = $25000

Promotional activities (CON.)

Public Relations-Writing press releases to the media

All newspapers Television channels Radio stations Announce new designs, which will be

showcased in the EXPO

Action Design of EXPO Booth

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Discuss design with EXPO company and company management

Confirm design

Provide images and posters to EXPO company

Liaise with EXPO company

Ensure booth is up to expectation

Your name Your name

Petr Kratky

Petr Kratky

Petr Kratky

ActionNewspaper Ad

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Prepare advertising brief to issue to ad agency

Booking of Ad space with The

Herald Sun

Look through advertising creative with management

Decide on the creative

Ad appears

Ad appears

Ad appears

Your namePetr Kratky

Your name Management

Ad agency Ad agency Ad agency

ActionEnsure that name of company appear on all

communication materials with EXPO

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Who

Check with EXPO organizer and verify if necessary

Tomas

Kovar

ActionA new webpage is added to the company’s website on the

EXPO activity and our promotion (vouchers for EXPO)

Week 1 Write the new webpage Design new webpage and put it up on the

company’s website

Who Your name Technical Department

ActionGoogle front page ad with new ad words

Liaise with Google Your name

ActionBrochures

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Issue brief and images to ad agency

Ad agency revert with design

Choose design of brochures and edit text

Print Brochures completed and delivered

Ensure brochures are ready for distribution to the EXPOstaff

Your name Ad agency Management and Your name

Management and Your name

Printing company and Simon Dean

Petr Kratky

Action Public Relations

Week1

Week2

Week3

Week4

Week5

Week6

Write and send press release with press pack

Follow-up with individual media to ensure media coverage

Your name Your name

ActionStaff members for the EXPO

Week1

Week2

Week3

Week4

Week5

Week6

Write out responsibilities for staff needed at the EXPO

Seek nominations from other department managers for their staff to be stationed at the EXPO

Brief staff members

Finalize logistics

Final brief to staff members

Your name Your name and department managers

Your name Your name Your name

Review & Report Plan Review the promotional plan every step of the

way so as to maximize success

The review strategy is divided into before the EXPO during the EXPO and after the EXPO.

Review & Report Plan (con.) Before the EXPO, the promotional plan goes as

planned in terms of timing, budget, human resources and strategy.

If not, there is a need to question why this is so and take appropriate actions accordingly.

Review & Report Plan (con.) Review is important during and after the EXPO

as it gives the company an opportunity to collect feedback on the ground.

Feedback collected this way is often seen as objective and unbiased.

The feedback to be collected is from the following sources

Feedback collected(1)What Who Where How When Why

Number of visitors to the EXPO

Petr Kratky – Marketing Executive

Information can be collected from EXPOorganizer

Through the report provided by EXPO organizer

Shortly after the EXPO

To determine feasibility of participating in the EXPO

Number of visitors to company’s booth

Tomas Kovar – Marketing Executive

At the booth

Number of brochures given out during the EXPO

Shortly after the EXPO

To determine feasibility of participating in the EXPO

Number of interested visitors of the company’s products

Tomas Kovar – Marketing Executive

At the booth

Number of names and contacts collected during the EXPO

Shortly after the EXPO

To determine visitors’ interest of company’s brand

Feedback collected(2)What Who Where Wow When Why

Number of interested suppliers to work with the company

Tomas Kovar – Marketing

Executive

At the booth Number of names and contacts collected during the EXPO

Shortly after the

EXPO

To determine suppliers’ interest of company’s brand

Competitors’ popularity

Petr Kratky At the EXPO Walk around the EXPO and determine visitors’ interest of other builders and builders’ activities Collect competitors’ brochures

Write a report shortly after the EXPOCompare competitors’ marketing with ours

To monitor competition

Brand awareness and interest of the company from potential

customers

Petr Kratky & Tomas Kovar

In the office Telephone survey of visitors who provide their

names

2 weeks after the

EXPO To determine brand awareness and determine if there is anything else to do better the next time

Feedback collected(3)

What Who Where How When Why

Review promotional budget

Your name Review promotional budget

In the office

Accounts department

Shortly after the EXPO

Review if we exceeded budget or where we could have spent budget better

Review human resource strategy

Your name In the office Human Resource Department and other department managers

Shortly after the EXPO

Review if we could have better used our human resource

Feedback collected(4)What Who Where How When Why

Review entire promotional strategy within marketing department

Your name In the office Petr Kratky& Tomas Kovar

3 weeks after the EXPO

Report the review outcomes, including the telephone survey

Report the review

Your name In the office With management and other department managers

4 weeks after the EXPO

Share the information collected with other department managers and determine if their goals have been met, such as interest generated for sales department to do follow up

Collate the review and feedback from other department managers

Your name In the office With management and other department managers

5 weeks after the EXPO

Record the information shared among all managers and lessons learnt for improvement in the future.

Conclusion This plan lists down the goals and the

operational plan of the company with regards to the EXPO as well as the review and the report after the EXPO.

Provide a map for everyone concerned in the company relating to supporting the EXPO as an important promotional tool.

Questions?

Thanks !

27 April 2011