Promotion Plan

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Promotion Plan
Martin Bitter Exportant Export Management
Consultants
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Sales promotion?

• The media and nonmedia marketing pressure applied
  for a predeter-mined, limited period of time at
  the level of consu-mer, retailer, or whole-saler
  in order to stimulate trial, increase consumer
  demand, or improve product availability.

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Promotion in a broader sense

• To promote effectively we need
• A sense of location (where are we now?)
• A sense of direction (where do we want to be?)

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Promotion in a broader sense

• Promotion is the projection of images
• or image building

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Positioning

• What factors will influence the image building?
• .

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Image building
positioning
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Image building
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Image and Identity

• Identity the set of values that determine who
  you are, what you do and how you react.
• Image the way you are seen by others, perceived
  identity !!

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Promotion

• Part of the larger picture
• Matching markets and products/process
• Build Trade Partner Relationship
• Quotes/Offers
• Contract handling, Terms, Fulfilment
• Sales Promotion in the broadest sense.

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Promotion

• Develops and expands customer relations
• Existing customers contribute heavily to
  continuity
• COMMUNICATE !!
• Thank regular business partners
• Update product / process / price information
• After sales service is the most powerful sales
  promotion tool

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Advertising and other communication
tools

• A clearly defined Who buys my products
  (target)
• A well formulated What do I want to tell my
  customer (message)

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Brochures

• When communicating you create a commercial image
• CBI websitemanual your image builder
• Corporate Identity who you are , values,
  principles
• Corporate Image as others see you, perceived
  values
• Image consistent across the whole range
• Letterheads, business cards, brochures, cd-roms,
  websites, personal image carriers, trade fairs

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Exercise

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Images

• Country image
• World is transparant
• Political awareness
• Social accountability, not all is subject max
  profits
• Sector image
• Needs long term stability
• Joint efforts easily damaged by a few cowboys
• Company image
• Trust, communication, performance, ethics

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Presentation Power
Point casting
Narrow casting
Broadcasting
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Modern Presentation media

• Brochures!!
• Website flexible, image builder, inexpensive,
  multi-media, needs active promotion
• CD-Rom an interactive trigger at events, image
  builder, multi-media, relatively flexible, less
  effective as hand-out
• Blogs and VideoBlogs of Corporate CEOs
• SMS advertising
• Social networks

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Promotion Matrix
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Communication power

• Push vs Pull
• Cost per unit information transferred
• Appropriate timing

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EXPRO 47
DALI TRADE wants to promote its export. What
would you put in the promotion plan of DALI TRADE?
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Elements of promotion plan
Objectives Target groups Tools Timing Messages

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A I D A
EXPRO 47

• Effective communication
• attract Attention
• raise Interest
• create Desire
• evoke Action

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The impact of A I D A
EXPRO 47

• A I D A enables to
• qualify messages
• weigh messages

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EXPRO 47
Nike
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EXPRO 47
Geox breathes
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EXPRO 47
There is no better
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(No Transcript)
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Exercise

• Analyse
• Your brochure
• The message you are sending.
• What actionsdo you want to achieve.

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Exercise

• Formulate
• Your USP
• The customer need you are satisfying
• What makes you (really) unique?
• What is it that your customer actually buys from
  you?

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Communication objectives

• What do you want to achieve?
• knowledge
• attitude
• willingness

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S M A R T objectives
EXPRO 47

• S p e c i f i c
• M e a s u r a b l e
• A c h i e v a b l e
• R e a l i s t i c
• T i m e b o u n d

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Export promotion
Tools to communicate with an export market
Exhibitions
Advertising
Telemarketing
Direct mail
Free publicity
Brochure
Missions
CD-roms
Personal visit
Websites