Join Drew Boyd for an in-depth discussion in this video Setting promotional objectives, part of Marketing Fundamentals.
…In the four Ps model, promotion is where you communicate to the customer to get…them to understand something, and ultimately to get them to do something.…To create effective promotional programs, follow these steps.…First, determine the objectives of the program.…Second, select the message you want to communicate.…Next, select the target audience to receive the message.…Then, you select the media that will carry the message.…
And finally, create the material that you send to the market.…In this video, I'll describe step one.…How to determine the objectives of your promotional effort.…There are five communication objectives that you can try to achieve.…Think of them as levels of awareness.…First is called basic awareness.…Customers need to know that your product or…service exists, before they can even consider buying it.…Basic awareness is achieved when the customer simply recognizes your product or…service when they see it or hear it mentioned.…
Basic awareness is essential for…new products or for new features on existing products.…
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success
Skill Level Beginner
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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