Chapter 2 Promotional activities and selling products Outcome 1 Contribute to the planning and preparation of promotional activities

Learning objectives Identify the legal requirements of promotional activities and selling products Describe the different health and safety procedures to be aware of when planning an activity State the considerations that need to be taken into account when finding a venue Identify the stages of promotional planning Identify the different types of resources that are required for a successful promotion State the importance of working to a budget Identify the different promotional activities that can be used State the different methods of advertising and marketing for your promotional activity Level 3 Beauty Therapy

Legal requirements Legislation Basic overview Data Protection Act Regulates the use of personal data Trade Descriptions Act Protects the consumer from false trade descriptions Sale and Supply of Goods Act Prohibits the use of false trade descriptions Consumer Protection Act Protects the client against the selling or use of defective products Consumer Safety Act Makes further provision with respect to the safety of consumers and others Prices Act Prices should be clearly marked so they do not give a false impression Level 3 Beauty Therapy

Health and safety procedures – 1 Much of your health and safety planning will be implemented when you conduct your general planning for the event. However, it is essential that you know the legal requirements for your promotional activities and all relevant health and safety procedures. These include: roles and responsibilities for public and staff with regard to safety and in the event of an emergency if in an external venue fire evacuation procedures and routes electrical safety for any pieces of electrical equipment needed risk assessments. Level 3 Beauty Therapy

Health and safety procedures – 2 Remember that a risk assessment follows a procedure that: identifies all hazards that could cause harm decides who and what the risks are of the harm assesses the risks takes action to minimise the risks. Level 3 Beauty Therapy

Venues – 1 You may be holding your promotional activity in your normal salon or spa environment, in which case you should already hold the correct insurance, health and safety requirements and risk assessments. You may, however, find that you are conducting your promotion at an external venue. When choosing the venue consider the following: cost and availability of hiring the venue access to the venue, particularly for guests with disabilities amenities and facilities the venue has to offer capacity of the venue insurance that is already in place. Level 3 Beauty Therapy

Venues – 2 It is essential to check that the venue has its own public liability insurance and any entertainment licences. Know the contract requirements of any local bye-laws and legislation which could restrict your promotional activity in your venue. Identify who your points of contact at the venue are and record their contact numbers somewhere safe and easily accessible. Level 3 Beauty Therapy

Venues – 3 Ensure that you know the following about your venue: dates and access times first aid and emergency procedures electrical supplies and requirements for microphones, overhead projectors and equipment amenities and facilities available hospitality arrangements for guests to include drinks, food and seating floor plan and decor of venue background music needs. Level 3 Beauty Therapy

Promotional planning – 1 Promotional event planning and preparation can be a sizeable task depending on the event you are organising. It is imperative that you know and appreciate the value of detailed and accurate planning. Start your organisation several months before the event and arrange a meeting with all those involved where you can discuss your objectives, agree a schedule and set a time scale. You may also want to allocate: an organising committee for the smooth and safe operation of the event an event manager in overall charge of the event a safety officer with overall responsibility for safety matters. Level 3 Beauty Therapy

Promotional planning – 2 During the planning stages you will also need to: decide on your venue choose the dates and times your event will be open decide whether admission will be free, by pre-sold tickets or by payment on arrival identify your target audience and methods of attracting their interest estimate the approximate number of clients expected to attend choose suppliers for hospitality and decor (if required) carry out risk assessments and obtain specialist advice if necessary identify methods of evaluating your event at this stage (via websites, focus groups or word of mouth). Level 3 Beauty Therapy

Material resources Some of these will need to be ordered in advance, like extra stock; you may need to research how to obtain others, such as an overhead projector and microphones, with other resources coming straight from your salon. Types of material resources required for an event include: tools equipment materials consumables. Level 3 Beauty Therapy

Human resources Clearly define the roles and responsibilities of those involved in the event. Ensure they are matched to their individual level of competence and everyone knows who is responsible for what. Gain each person’s commitment and agreement to participate in the activity. Ensure that: any training needs are identified and completed before the activity commences models have been identified and organised as required before the day everyone has been properly instructed on how to carry out their responsibilities. Level 3 Beauty Therapy

Working to a budget It is important to be aware of the budget you have for your activity and what resources can be afforded. A large organisation will generally outline a budget for marketing activities in an annual business plan. However, smaller business will need to decide what money can be allocated to promotions and plan for this accordingly. It is essential that you stick to a budget. Running out of money in the middle of planning an activity will have major implications and could even see the event cancelled and all the money lost. Level 3 Beauty Therapy

Promotional activities There is a huge range of promotional activities. Certain factors will influence the chosen activity such as the size of the budget, the target audience and the product or service that is being promoted. Three promotional activities that are required in this unit’s range are: demonstrations displays advertising campaigns. Level 3 Beauty Therapy

Demonstrations Demonstrations are used widely to physically demonstrate the product or service to clients. They can vary immensely depending on the situation and environment that the demonstration is being delivered in. A demonstration can be performed to an individual in a small area or to a large group of people in an extensive setting. You may be able to perform the demonstration on the client or you may require a model to perform the demonstration in front of an audience. The success of the demonstration will depend on: being fully prepared with all resources and props required to hand ensuring any equipment that you use is in full working order ensuring you have the knowledge and confidence to deliver the demonstration. Level 3 Beauty Therapy

Displays Displays help to boost product recognition, client interest and sales. Promotional displays can be effective for themed promotions throughout the year, such as for Valentine’s Day, Mother’s Day and Christmas. Displays must look professional and be clean, tidy and undamaged. They should be placed in an area that is widely seen, such as in windows and in a reception area. They should be changed on a regular basis to maintain clients’ interest. Many professional product companies will supply promotional material for displays, such as leaflets, posters and stands. Level 3 Beauty Therapy

Advertising campaigns Advertising campaigns create interest and a want and need for a product or service. Ultimately they are used to launch a new product, increase brand awareness and boost sales. An advertising campaign is a series of messages that share and support a theme or idea. The planning and delivery methods of a campaign will lead to its success or failure. You may, for example, choose to focus your campaign at a quieter time of year to stand out above competitors. However, there will be fewer clients to target. A budget should be allocated to your campaign at the initial planning stage which will dictate your methods and volume of advertising. Level 3 Beauty Therapy

Advertising and marketing methods – 1 New and existing clients will not know about your activity unless you inform them. There are many different methods of advertising, and it is important that you match your activity to the relevant advertising material. Common methods of advertising events include: e-mailing and texting existing clients posters letters flyers and leaflets brochures press release newsletters. Level 3 Beauty Therapy

Advertising and marketing methods – 2 Word of mouth or verbally telling people is another method, but it cannot be relied upon alone. It is good practice to use a mixture of different methods. This also gives you the opportunity to advertise to a select demographic that may be your target audience. The level, amount and method of advertising will depend on your budget and your objectives. Level 3 Beauty Therapy