PROMOTIONAL CAMPAIGNS

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PROMOTIONAL CAMPAIGNS

• whywhohowwhat
• and then some

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Im doing just fineI dont need any promotional
campaign

• Subtext
• I am content to stick in the present, rest on my
  laurels, and give no real thought to growing

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Who are you?What are you offering?Why you and
not your competitors?How do they get it?

• Reminder
• If you dont promote, you may sell a bit, but you
  most likely wont sell as much as you should

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Decide who you want to reach

• Who are your targets?
• Who are your potential clients/customers target
  market?
• Are there others who can help you reach them?

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Who should be involved? Choose your
promotional team PR/Marketing Department?Keep
the team tight and not over heavyApproval and
clearance routes

• Clearly set down the methodology and various
  elements of your promotional campaign

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In house or outsource

• What are the budgetary constraints?
• Do you need to outsource?
• If so where do you find these resources?
• Liaison with an outside agency/provider

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The Plan

• What are your key messages?
• What do you want to achieve?
• Positioning relative to competition
• What is your vision?
• Then decide on the methodology

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Tools

• - Press Releases- Comments- Briefings and
• press conferences- Events- Columns-
  Stunts
• - Partnerships- Networking
• - Letters to editor
• - Piggy back PR

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More Tools

• Case studies
• Surveys
• Features
• Exhibitions
• Advertising
• Online
• Direct Mail
• Leafleting
• Brochures

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Measuring results

• Product versus Services
• Widgets
• ROI
• Sales
• Enquiries
• Responses

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Services

• AVE
• Enquiries
• Clippings

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Examples

• An overseas EDA
• Restricted PR for telco
• Crisis Management HK SARS
• HR company new image
• Medical charity

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