You can find terrific ideas
for promotions just about anywhere. There is no
point to "reinventing the wheel". Rather,
you simply need to modify existing ideas to fit
your needs.
Like anything else, planning a promotion requires
careful planning, execution, and evaluation. The
following steps should be used to implement a
successful promotion. 1. Select the target market for the promotion.
When the sales records are analyzed, the most
likely targets for a special promotion can be
identified, as those segments that offer the greatest
potential for increased sales.
2. Establish specific objectives for the
promotion. Objectives should be very
specific, detailing exactly what the promotion
should accomplish. Expected results should be
quantified.
3. Select the promotion technique.
Based on the situation and the advantages and
disadvantages of each of the techniques, select
the one best suited to the situation.
4. Brainstorm about the potential offer.
There are hundreds of excellent ideas. Make a
list of those being considered and seek input
from others. All potential offers should be examined
carefully from two perspectives—the potential
appeal to the target market, and the potential
costs and expenses.
5. Create the promotional theme.
This is an area where one can be very creative.
What will be the promotional copy line or tag
line? Does it capture the interest of potential
guests? Can it be used both internally and externally
in the promotion? For a promotion to achieve the
maximum potential, it needs to be carried forward
both outside and inside the operation. Externally,
it should build business. Internally, it should
create excitement among the staff and build morale.
6. Develop the promotional budget.
A projection of the total anticipated costs should
be prepared to include all internal and external
costs. It is wise to project the impact on costs
and revenues at several different levels of consumer
participation.
7. Select the advertising media vehicles
to support the promotion. Based on your
knowledge of the media, those that will best support
the total promotional campaign should be contacted.
Advertising space and time should be secured.
8. Develop an implementation timetable.
Promotions require attention to detail so that
all phases are integrated and implemented properly.
To accomplish this, a timetable is required. Specific
dates should be established for each task. Assigning
responsibility for the completion of these tasks
will increase accountability.
9. Conduct internal training of the entire
staff. Just prior to the implementation
of the program, the entire staff should be briefed
so that they are familiar with the details of
the promotion. Items of interest to them are how
long the promotion will last, how the details
will be handled by different members of the staff,
and what is expected of them.
10. Work the plan. Put the promotional
plan into action and follow the timetable.
11. Monitor results. Feedback
should be followed very carefully and should be
compared with the timetable. Are things progressing
as planned? Is the level of consumer participation
within the projected ranges? Are the staff members
working as planned? Attention to detail is very
important. All information collected should be
retained for future use in other promotions.
