Jonathan Faith Communication do more than just creating your promotional tools. We can also help you plan your whole promotional campaign. Whenever needed, we will work together with your marketing department to do these steps:
- Define your target market
You can do so by dividing the market into several segments suitable to your product and, since it is normally impossible to serve all segments, determine which segment(s) should be the priority.
Set your marketing objectives, which can be in the forms of:
Market share
-What portion of the market you want to gain
-Are you trying to attack a competitor or defend your domain
Sales
-What kind of sales you want to make during a period of time
-What kind of sales growth you want to achieve
Brand awareness
-What kind of mind share you want to achieve
-What is your product positioning
Set your promotional budget
Ideally, a healthy promotional budget should return 50 times of every Rupiah it spends (2% of the sales). However, during the introductory stage, it normally returns less since you will first have to make the market aware of your product presence.
Hence, the budget should range between 2 to 5% depending on the marketing stage your product is in.
Determine the message(s) you want to convey to your target market.
As a guideline, the message(s) can be about:
a.What is so unique about your product/company that your competitors don't have?
b.What functional/emotional benefits can your product give to your target market?
c.What kind of temporary sales promotion you are offering your target market?
Determine the right promotional tools for your product
While it is tempting to use every possible tool for our marketing campaign, normally our budget will not allow us. Therefore, we have to select the tool which can reach our target market the most within the budget that we have set earlier.
For example, while everybody reads national newspaper, is it possible that your target market also listens to certain radio station, which will cost less to advertise than the newspaper and still effectively reach them?
Design the promotional tools
At this stage, as a rule of thumb, you may not want to hire an advertising agency that does not charge a design fee or include the design fee in their production costs. The risks if you do so are either the production cost will be considerably high or the design will be mediocre and cannot reflect the message that you want to convey.
For example, if an exclusive property project do this, there is a risk that their brochures will not reflect the exclusivity they want to sell to the buyers.
Produce the promotional tools
If you plan your promotional campaign carefully, your advertising agency should have reasonable time to produce your promotional tools. Enough production time will ensure a good quality finish of the tools.
Distribute the promotional tools
Often this process is not monitored too closely by companies where in fact this is the most crucial step in a promotional campaign! Every advertisement placed in print or electronic media, every brochure or flyer distributed, must be monitored, accounted and documented carefully to ensure an effective campaign.
Measure campaign's effectiveness
It is said that you cannot improve what you cannot measure. The saying is also true for your marketing campaign. To measure the campaign's effectiveness, you will just have to go point (2) above and ask yourself: "Have we achieved our marketing objectives?”
Develop the conjunctive action plan
Either you under or over achieve your marketing objectives, some analyses will always have to be made.
The purpose is simply to understand what has happened and create an action plan to correct the campaign if you fail to achieve your marketing objectives or to continue what you are doing right when your achievements exceed them.
This action plan has to be done, documented and reported regularly to the Top Management. |
