1. Fashion 6.05
Promotional Plan

2. Promotional Plan
A written document that details a company’s promotional efforts for a certain period of time

3. Promotional Plan Contents
Store and customer description
Business type
Location
Hours of operation
Type of merchandise
Customer demographics

4. Promotional Plan Goals and objectives
Example: to sell specific merchandise; increase sales in general; increase market share
Should be Specific, Measureable, Attainable, Realistic, Time Bound
***to increase by 15% during Mother’s Day sale

5. 3. Major theme ***
Back to school
Mother’s Day
Prom
“Support Our Troops”

6. 4. Promotional Mix Decision Use of Calendar of events
Overall plan of action
Guides promotional budget
Relates promotions to special events

7. Publicity, Public relations Sales promotions
b). Specific Activities***
Advertising
Personal Selling
Publicity, Public relations
Sales promotions

8. Try to reach the most people
c). Media Mix Selection
***the right blend of media used to communicate the message of a planned promotion
Try to reach the most people
***Newspaper is primary medium used for local retail advertising
Radio is almost always used

9. 5. Assignment of Responsibilities
People / department responsible
Division of labor (type, size and location of stores)

10. 6. Promotional Budget
Based on anticipated annual sales***
Sometimes based on last years sales
State the total budget
Itemize each expense

11. Calculating Promotional Budget
Manufacturers budget 5-8% for promotions
Retailers budget 1-4% for promotions
You do the math ***
If a retailer budgets 3% of expected sales of $1,562,766 for promotion, how much is it?
Take $1,562,766 x .03 = _____________________