Developing a Promotional Strategy Overview for Entre Type

Type of Promotional Plans �As a new business owner, you need two kinds of

Preopening Plan �Establish a positive image �Let potential customers know you are open for

Plan your Pre-opening Campaign �Brief description �Specific media placement �Submit dates �Scheduled date of

Ongoing Plan �Used to help maintain and build sales �Still keep positive image �Objectives

When developing your ongoing strategy, consider �Target market �Remember it is always changing and

Types of Promotional Activities �Newspapers �Magazines �Direct Mail �Outdoor Advertising �Directories �Transit Advertising �Other

Examples of Sales Promotions* � Displays � Point of Purchase � Exterior � Showroom

Budgeting �Obtain advertising rates from the media �Sales promotions are unique – investigate and

Promotional Decisions �What will be my message or theme? �What kind of advertising media

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Developing a Promotional Strategy Overview for Entre

Type of Promotional Plans �As a new business owner, you need two kinds of promotional plans. �Pre-opening plan � You want money coming in as soon as you open your doors. �Ongoing plan � Helps you maintain and continue to build sales

Preopening Plan �Establish a positive image �Let potential customers know you are open for business �At least six weeks before opening �Bring in customers or have them contact your business �Grand opening �Party or reception �Interest customers in your new company and your product

Plan your Pre-opening Campaign �Brief description �Specific media placement �Submit dates �Scheduled date of run or release �Number of runs, copies, or items �Costs �Rationale and other pertinent notes

Ongoing Plan �Used to help maintain and build sales �Still keep positive image �Objectives for ongoing promotional plans �Explaining major features and benefits �Communicating sales information �Answering customers’ questions and concerns �Introducing new goods or services �Develop a Plan (same steps) �Start with Seasonal or Quarterly Plans �Can move to monthly

When developing your ongoing strategy, consider �Target market �Remember it is always changing and evolving �Promotional Mix �Print media �Broadcast media �Sales Promotions �What is the most effective way to reach your target market? �Costs �Decide what’s affordable �Increase during seasonal or peak business times

Types of Promotional Activities �Newspapers �Magazines �Direct Mail �Outdoor Advertising �Directories �Transit Advertising �Other Print Media �Television �Radio �Internet

Examples of Sales Promotions* � Displays � Point of Purchase � Exterior � Showroom � Premiums � Coupons � Discounts � Favors � Rebates � Return of part of the purchase price � Samples � Free trial-size and travel-size � Samples � Sweepstakes and Contests � Sweepstakes are games of chance � Contests require the customer to do something to win � Personal Selling (although mentioned her e is not part of your promotional costs) � Still have to be communicated

Budgeting �Obtain advertising rates from the media �Sales promotions are unique – investigate and price them out �Publicity – No costs! �What is the difference in promotions and publicity? �Hire an agency to handle? �Expensive �Compare Industry Averages �These industry averages will help you make sure your estimate is “on the money. ”

Promotional Decisions �What will be my message or theme? �What kind of advertising media should I use? �What public relations efforts and publicity activities should I plan? �What sales promotion devices and activities are appropriate? �Will I use personal selling? How? �How will my promotional activities be coordinated?