Developing A Promotional Plan Part 1

  • Jan 25, 2018

It’s amazing how people buy promotional products without any plan on how to use them or knowing what kind of results they want from them. I’ve been working in this industry for over 15 years and no matter how much I try to help them make the best use of their products they still don’t get it. This will be a series of 7 blog posts that will help anyone get the most out of their marketing efforts with promotional products.

The seven steps are as follows:

  1. Define a specific objective.
  2. Determine a workable distribution plan to a targeted audience.
  3. Create a central theme.
  4. Develop a message to support the theme.
  5. Select a promotional product that bears a natural relationship to your profession or communications theme.
  6. Don’t pick an item based solely on uniqueness, price or perceived value.
  7. Use a qualified promotional products consultant

(List provided by the PPAI, Develop A Promotional Plan)

Let’s get started. Defining a specific objective:

 Every plan needs an objective to accomplish. Whether you want to increase traffic to your website, increase sales with your current clients, bring people into you trade show booth, or just want to show your appreciation for the business given to you by a client, you need to know what the end results will be. Just handing out pens in hopes of someone reading it and calling you is not a good objective. Throughout this series, we will create a promotional plan that shows exactly what I mean. Let’s say you want to drive more people to your trade show booth at one of your largest shows of the season. That’s the easy part but, why? To show off a new product you want to introduce? To build brand awareness of a specific product? It’s not about bringing prospects into your booth. It’s what you want to accomplish after they get there. This would be considered your specific objective, not driving people to your booth. That doesn’t mean part of the promotional plan doesn’t include a means for getting people into your booth because it does, but that’s only part of the objective intertwined with the true objective.  A hearing aid company wanted to gain market share in a very competitive market. The natural market for them was the mature adult so they decided that they wanted to build their brand around that market. Now, their objective is now focused on the mature market so they now have their specific objective. The next posting, we will focus on the second step of determining a workable distribution plan to this targeted audience. Until next time, Happy Marketing!

See part 2. Click Here

This entry was posted in Marketing by John Fogal.