2. Promotional Activities Promotional campaign Objectives Task 1 – lesson 2

3. Marketing Objectives By the end of this presentation you will be able to: Identify Promotional Campaign Objectives for your business

4. SMART OBJECTIVES Specific Measurable Achievable Realistic Timed Be precise Quantify Can you reach them Do you have resources to make it happen? When will it be achieved?

5. Promotional Objectives Promotional objectives are the goals that a business is trying to achieve through its promotional activities A companies Promotional objectives will be influenced by its objectives. For example, if the objective of the business is to maximise profits, promotion activities will be aimed at achieving this, –through increasing sales, –improving customer spend –or generating brand loyalty

6. Importance of Promotional Objectives Communication in an organisation. Co-ordination Decision making Evaluating progress Fit into overall and objectives of an organisation

7. Importance of Promotional Objectives E.G. Vodafone Sponsorship Objectives –Raise brand awareness –Create positive P.R. –Build brand positioning through associative imagery –Create internal commitment –Promotes good relations with clients What main objective would the sponsorship objectives link back to? Expansion, Increased Sales/Profit, Become market leader, Increase market share.

8. PROMOTIONAL OBJECTIVES Support sales increases Encourage trial Create awareness Inform about a feature/benefit To remind Create an image Change attitudes Reassure

9. Hunk Aftershave Objectives Create 80% awareness of Hunk amongst 18-24 year olds within 2 months. Communicate the connection between Hunk and muscle building so that 75% of target market is interested in Hunk Create positive attitude towards Hunk among 50% of target and 30% brand preference. Encourage trial by 25% of target market. Develop and maintain regular use amongst 10% of 18-24 men.

10. Kings Coffee House Example MAIN Aims & objectives Provide a great work environment and treat each other with respect and dignity.great work environment –Ensure all employees receive induction training within the first week of their employment –To carry out appraisals on all employees every six months Develop enthusiastically satisfied customers all of the time. –To gain customer loyalty by introducing a loyalty scheme in all stores by November 2012 –To carry out a customer survey with 10% of our customers within the first year of opening each store Recognise that profitability is essential to our future success –To achieve breakeven within the first six months of trading –To achieve a profit of 10 % of turnover by the end of year 1 –To double our turnover by opening a new store every year Marketing

11. Kings Coffee House Example Key Aim –Recognise that profitability is essential to our future success Key Objective –To achieve a profit of 10 % of turnover by the end of year 1 Promotional objectives To Ensure that 75% of the Harrogate target market are aware of the coffee house 1 week prior to opening. To encourage 50 % of early morning customers to buy more than a beverage within 3 months of opening. To ensure that 25% of all customers become regular customers To create awareness of our coffee shop with 10% of all Harrogate Visitors What promotional Activities would you do in order to achieve the above objectives?

12. Kings Coffee House Example Key Aim –Recognise that profitability is essential to our future success Key Objective –To achieve a profit of 10 % of turnover by the end of year 1 Promotional objectives To Ensure that 75% of the Harrogate target market are aware of the coffee house 1 week prior to opening. Advertising before the opening To encourage 50 % of early morning customers to buy more than a beverage within 3 months of opening. Promotional offers To ensure that 25% of all customers become regular customers Loyalty cards – e-mail promotions To create awareness of our coffee shop with 10% of all Harrogate Visitors Car part ticket advertising, vouchers with Harrogate Tourist information

13. Task 1.1 Produce an executive report which: Introduce your business, Fodder, explaining what your business does, where it is located and the size of your business. Copy and paste this from your work in the marketing module. Describe the aims of Fodder – copy and paste these from your marketing module. Explain the key aims of your promotional campaign for Fodder Produce SMART objectives for the promotional campaign for Fodder Explain how your objectives meet the aims of the promotional campaign. Marketing

14. Help Box The following weblinks will help with promotional objectives. http://www.tutor2u.net/business/blog/qa-what-are-the-main-aims-of- promotionhttp://www.tutor2u.net/business/blog/qa-what-are-the-main-aims-of- promotion http://www.slideshare.net/tutor2u/aqa-bus2marketingpromotion- 12923250http://www.slideshare.net/tutor2u/aqa-bus2marketingpromotion- 12923250 http://www.knowthis.com/promotion-decisions/types-of-promotion- objectiveshttp://www.knowthis.com/promotion-decisions/types-of-promotion- objectives https://www.boundless.com/marketing/textbooks/boundless-marketing- textbook/integrated-marketing-communications-12/selecting-the- promotion-mix-for-a-particular-product-84/promotional-objectives-419- 4125/https://www.boundless.com/marketing/textbooks/boundless-marketing- textbook/integrated-marketing-communications-12/selecting-the- promotion-mix-for-a-particular-product-84/promotional-objectives-419- 4125/ http://smallbusiness.chron.com/objectives-promotional-strategies- 21929.htmlhttp://smallbusiness.chron.com/objectives-promotional-strategies- 21929.html http://www.marketingteacher.com/smart-objectives/ Marketing