The Promotion Plan: part of the Marketing Mix, (in the Marketing Plan) continues our endeavours in writing a business plan. The Business Marketing Plan focuses on the different types of promotion and advertising, part of your Marketing Strategy.
Promotion
Promotion is about getting information out to your target market regarding you product, your product line, your brand and even your company.
Through advertising you want to inform people about your product or service and entice them into buying your product and nobody elses. You need to show your potential customers that your product will meet their needs.
Promotion will help your to build its company and product brand.
There are a number of different types of promotion, including advertising, public relations, sales promotions and personal selling.
Note: Your promotional plan should be in line with the rest of your marketing plan.
Advertising
Here you need to list your planned advertising methods.
What is going to be your businesses approach to the sales promotion and advertising.
What methods are you going to use and what media is going to be used. Is there a standard promotion method within your industry, if so are you going be doing the same type of promotion? Are you going to try an alternative method? If so, explain what the principle behind that decision is.
List how much the advertising and promotion is going to cost. Separate it into media type. For example, TV, Radio, Newspaper, Flyer etc.
If your business is currently operational, look at the success/failure of previous campaigns. You can analyse what has worked and what didn’t and what changes can be implemented.
Identify the message content of the advertising, what are the adverts going to say and what will they look like.
Will you be using an agency to do your advertising or will you be doing it yourself. If an agency will be doing it, what is this going to cost you?
Different types of advertising to consider are Newspapers, TV, Direct Mail, Radio, Trade and Consumer magazines, signage, telephone directories, newsletters, flyers and brochures, trade fairs and the internet.
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