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 the Building & 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 ge1 / ge1 /

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 managem ent Confirm design Provide images and posters to EXPO company Liaise with EXPO company Ensure booth is up to expectati on Your name Petr Kratky

Action Newspaper 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 managemen t Decide on the creative Ad appears  Your name  Petr Kratky Your nameManageme nt Ad agency

Action Ensure 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

Action A 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

Action Google front page ad with new ad words  Liaise with Google  Your name

Action Brochures 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 PrintBrochures completed and delivered Ensure brochures are ready for distribution to the EXPO staff Your nameAd agencyManageme nt and Your name Printing company and Simon Dean Petr Kratky

Action Public Relations Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Write and send press release with press pack Follow-up with individual media to ensure media coverage Your name

Action Staff members for the EXPO Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Write out responsibili ties for staff needed at the EXPO Seek nomination s from other department managers for their staff to be stationed at the EXPO Brief staff members Finalize logistics Final brief to staff members Your nameYour name and department managers 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) WhatWhoWhereHowWhenWhy Number of visitors to the EXPO Petr Kratky – Marketing Executive Informatio n can be collected from EXPO organizer Through the report provided by EXPO organizer Shortly after the EXPO To determine feasibility of participatin g 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 participatin g 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) WhatWhoWhereWowWhenWhy Number of interested suppliers to work with the company Tomas Kovar – Marketing Executive At the boothNumber of names and contacts collected during the EXPO Shortly after the EXPO To determine suppliers ’ interest of company ’ s brand Competitors ’ popularity Petr KratkyAt 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 EXPO Compare 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) WhatWhoWhereHowWhenWhy Review promotio nal budget Your name Review promotio nal budget In the office Accounts departme nt Shortly after the EXPO Review if we exceeded budget or where we could have spent budget better Review human resource strategy Your nameIn 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) WhatWhoWhereHowWhenWhy Review entire promotional strategy within marketing department Your nameIn the officePetr Kratky& Tomas Kovar 3 weeks after the EXPO Report the review outcomes, including the telephone survey Report the review Your nameIn the officeWith 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 nameIn the officeWith 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