D. Marketing

Skill 2. Use Promotional Activities

2.1 advertise

a) consider:

• target market
• type of advertising message to create sales, for example:
  • inform
  • create interest and awareness
  • promote action
  • improve image
• results desired, e.g. immediate or long-term
• appropriate timing
• goals of overall marketing plan

b) research:

• advertising methods, e.g. direct agreement, co-operative and contra arrangements, sponsorship
• opportunities for free publicity, e.g. newspaper articles, press releases
• cost, e.g. set fee, volume discounts
• practices of industry leaders
• advertising media’s target market and circulation, for example:
  • electronic, for example:
    • television
    • radio
    • e-mail
    • web sites
    • sourcing databases, e.g. government databases
  • print, for example:
    • business cards
    • newspapers
    • magazines
    • yellow pages
    • pamphlets
    • brochures
  • billboards
  • telemarketing
  • direct mail
  • facsimile

c) select methods, media and time lines that:

• best communicate message to target audience:
• consider frequency of message
• stay within budget restrictions
• achieve goals and objectives
• maintain or improve image:
  • ensure image:
    • has consistent look
    • is recognizable, i.e. ensure public can easily identify company
    • reflects business plan

d) draft advertisement in-house or contract out, for example:

• outline product details
• determine copy and layout, story board or script
• set and monitor production schedule
• proofread
• have others review draft to provide input, e.g. colleagues, clients

e) finalize advertising

f) buy advertising space or time:

• allow required lead time

g) submit advertisement

h) follow up to ensure advertisement runs as requested

i) track response, for example:

• survey employees and clients
• compare actual to forecasted sales
• monitor increased business, e.g. increased traffic or phone calls

j) evaluate advertising effectiveness regularly:

• ensure objectives are being met

k) adjust advertising, if necessary, e.g. adjust frequency, select different media

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2.2 produce promotional materials

a) consider goals of marketing plan

b) identify types of marketing tools:

• print, e.g. brochures
• electronic, e.g. web site
• video
• television
• radio

c) research production options, for example:

• talk to other business operators
• consider using graphic designer
• explore co-operative marketing opportunities
• look at other print materials

d) identify target markets

e) calculate budget allocated for project by determining:

• type of promotional material, e.g. brochure, newsletter, catalogue, video, web page
• format, e.g. bi-fold, inserts for frequently updated information
• colour and quality of product
• quantity to be produced
• length of time materials will be in circulation
• production method, e.g. in-house, contracted out
• distribution method, e.g. display rack, direct mail

f) compile necessary information:

• name and logo
• illustrations or photographs of major features:
  • obtain necessary releases
• descriptive text, including:
  • selling points
  • unique features
• postal, e-mail addresses and web site
• telephone and facsimile numbers
• map showing location, if applicable

g) prepare information, e.g. copy, layout, script

h) proofread final copy and visuals

i) obtain price quotes and samples from contractors

j) select contractors

k) send material to contractors

l) check final copy and visuals:

• ensure that contract is complied with

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2.3 distribute promotional materials

a) determine most suitable methods, e.g. mail, fax, electronic, personal contact

b) seek co-operative opportunities, e.g. jointly finance catalogue

c) prepare distribution lists from, for example:

• current and past clients
• trade shows, conferences, seminars and/or industry meetings
• existing mailing lists, e.g. industry associations
• commercial and government databases
• contest entries

d) package promotional materials for distribution:

• be creative to increase effectiveness, e.g. ensure package catches attention and reflects desired image

e) establish method of tracking response, e.g. include coded coupons

f) update distribution list on ongoing basis

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2.4 participate in industry shows

a) research information about shows from:

• government agencies
• trade show management firms
• Internet
• chambers of commerce
• exhibit centres
• business colleagues and competitors
• industry associations
• manufacturers and suppliers
• industry publications

b) assess value of attendance, by determining:

• purpose of show, e.g. introduce suppliers to retailers
• reputation of show, e.g. check references
• type of show, e.g. public or trade
• profile and number of:
  • buyers and sellers
  • participants, e.g. competitors
• target market of show, e.g. geographic location
• marketing of show
• opportunities for co-operative participation, e.g. shared booth, shared advertising
• news release deadlines
• cost of show
• cost of travel expenses

c) complete cost/benefit analysis:

• calculate costs, e.g. booth fee, supporting literature, display, staffing, transportation
• estimate benefits, e.g. sales, leads, exposure

d) apply early for best booth location:

• identify requirements, e.g. space, size, materials

e) confirm details about show, for example:

• amenities, e.g. tables, chairs, electrical connections
• limitations, e.g. equipment access
• location of competitors' booths
• products being displayed in adjoining booths
• employee restrictions, e.g. mandatory hours of attendance
• parking
• raffles and giveaways
• extent of show promoter's advertising budget and activities
• times for move-in/move-out
• noise level
• accessibility, e.g. size of doorways, elevators
• services provided and additional costs

f) make arrangements, for example:

• transportation, e.g. for self and materials
• accommodation
• supporting literature, e.g. ensure adequate supply of brochures and business cards
• display materials, e.g. carpeting, counters, electrical outlets
• employees, e.g. schedule breaks
• equipment
• signs
• accessories
• deliveries
• access to site, e.g. entry passes
• security
• raffles and giveaways

g) determine additional costs

h) during show:

• represent products or services in professional manner:
  • follow policies for behaviour and dress
  • ensure booth is always staffed with trained, knowledgeable employees
• network with clients and industry members, e.g. work booth, walk floor
• track interested parties, e.g. collect business cards
• review competitors:
  • products
  • services
  • prices

i) follow up with contacts immediately after show or as requested

j) evaluate benefit of participating in show, based on, for example:

• leads
• sales
• cost

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2.5 conduct public relations activities

a) review goals of marketing plan and business philosophy

b) determine budget and time available:

• develop activities in-house or contract out

c) research public perceptions about:

• business
• industry sector
• products or services

d) research media needs, e.g. deadlines, news-worthiness

e) identify activities to maintain and increase base of clients, for example:

• host appreciation event
• thank clients, e.g. personal notes, phone calls
• offer incentives, e.g. prizes, gift certificates
• conduct open house, e.g. invite public, suppliers and friends

f) support community initiatives that support marketing plan, for example:

• make donations:
• cash
• in-kind
• participate in:
• local fundraisers and activities
• environmental initiatives, e.g. recycle
• volunteer

g) support industry, for example:

join industry and professional associations

sponsor events, e.g. pay for coffee break at seminar

h) develop working relationships with, for example:

• service groups
• complementary and same sector businesses, e.g. competitors:
  • explore joint ventures
  • obtain information about businesses offering complementary products or services
• government agencies
• consumer associations, e.g. chambers of commerce
• cultural and other interest groups
• industry associations
• media, e.g. send invitations
• suppliers, e.g. send personal notes of thanks
• competition

i) evaluate public relations activities regularly

j) follow up with contacts made through public relations, for example:

• discuss products and services
• ask for feedback
• show appreciation for referred business