The Promotional Strategy Promotion is communication intended to persuade, inform, or remind a target market about a business or its products. The promotional strategy of a business coordinates all aspects of a product and institutional promotion. It involves planning, determining the right mix, and selecting specific activities.

What makes a good promotional plan? CREATE A CAMPAIGN– series of related promotional activities with a similar theme. For each activity in your promotional plans you should do the following:  Brief description  Specific media placement  Submission dates  Scheduled date of run or release  Number of runs, copies, or items  Cost  rationale

Promotional Plan  Preopening plan  Advertising  Publicity  Sales Promotion Within these pieces you must have:  Themes, color scheme, developed brand marks, logos, slogans, target market, consistency, well thought out promotional mix/plan

Preopening plan Goal: Ensure that money is coming in as soon as you open the doors!!  Establish your image: brand mark, brand name, logo, slogans, products, website, etc  Let customers know you are open for business: Timing, start 6 weeks before opening intensifying as it gets closer,  Bring customers or have them contact you: grand opening party, invitations to specific people to try your product or view your store, etc  Interest customers in your new company and your products or services: website, samples at events, press releases, etc Invite people to shop early or open specific locations early Hold a grand opening celebration Hand out samples in a busy area! Invite specific people to a taste testing, product demonstration, etc. Run a commercial campaign Create a facebook page and website, etc

Today’s mission  Create and refine your brandmark/logo  Mr. Frohn is going to show you how to do it in Illustrator  Create your preopening plan  Everyone MUST have a website  Use weebly.com  Need to have a 6 week plan  What activities are you going to use to accomplish your goal!! Each group needs at least 2 activities other than the website.

Preopening and advertising progress Logo—Do you have it in Illustrator? How is that going? Theme—What is your theme? What colors will you be using? Weebly– Did you get your page set up? What preopening activities are you going to do? Do they fit in with your theme? Do they meet the needs/wants of your target market? Which two advertisements are you going to do? Do they fit with your theme? Which media? How long? Overall progress? These components are due at end of period today!! Turn them in with the planning sheets attached or them to me and turn in the planning sheets separate.

Sales Promotion Involves the use of incentives or interest building activities to stimulate traffic or sales. Displays-window, showroom, point of sale, etc. Premiums—coupons, gifts, etc Rebates—return part of purchase price Samples—free trial sizes Sweepstakes/contests- Visual merchandising—physical elements and store layout, etc Trade shows and conventions—good to introduce products