36 questions to help maximise your promotional activities

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What you can't measure, you can't manage. This principle should be meticulously be applied to all your marketing, advertising and promotional activities.

What you can't measure, you can't manage. This principle should be meticulously be applied to all your marketing, advertising and promotional activities.

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  • 1. SPECIAL 36 Questions To Help Maximise Your ACTION REPORT Promotional Activities “What you can’t measure you can’t manage!” This principle should beA complimentary report meticulously applied to all your marketing, advertising and promotional provided by an activities. independent BBG… These activities are leveraged and can just as easily be highly profitable asBusiness Development Specialist very costly. So, it is essential that you “test” all your marketing, advertising and promotional activities by running them on a smaller scale before rolling Our purpose: them out on a big scale.To provide practical For example, run a small space ad in your local newspaper and see how itbusiness information performs for you before running a bigger version of the same ad, say a quarter that works… or half-page version. Measure dollars in against dollars out. See if the ad will Guaranteed! be profitable.In particular how to: This is harder to do with promotional activity. So, you need to plan even more Increase Sales Reduce Costs thoroughly! Improve Productivity If you are planning a promotion, here are 36 very helpful questions to answer Better Business before you proceed: Group LtdServing Australian and 1. Will this promotion attract new and/or repeat customers, and/orNew Zealand Business. incremental business? BBG Australia Consider: U5, 51 Perry Street (a) How many new customers are you expecting to attract? Bundaberg, Qld 4670 (b) How many of these are likely to become ongoing customers? Phone: 1300 711 743Phone: +61 412 667 559 (c) What is the life expectancy/profit expectancy of each of these customers? Fax : +617 3036 6174 (d) What will be the average cost of attracting each new customer? Email: (e) Is there a better/cheaper way to attract new customers - say, by running anbbgau@betterbusinessgroup.biz ad campaign rather than by running the proposed promotion? BBG New Zealand (f) How disruptive will this promotion be to both your business and to you personally? 1329 Akatarawa Road Upper Hutt 5372. (g) What will be the real cost of the promotion? Have you got every aspect of New Zealand it costed out? Phone: +64 4 5266880 (h) Will you need to employ extra staff during and after the promotion? Fax: +64 4 5264024 (i) Will these staff need training? Email:bbgnz@betterbusinessgroup.biz (j) If so, how much will this training cost? (k) How much time will it take? Presented By: (l) When and where will this training take place? Page 1 of 3 Copyright © Fred Steensma
  • 2. 36 Questions To Help Maximise Your Promotional Activities2. Will the customers this promotion attracts be the customers you want to attract - people who will come back time and time again to your business once the promotion is over?Consider:a) Are your customers linked geographically (location), demographically (age, etc.), or psychographically (personality type/interests/attitudes, etc.)?b) How will this information impact on your promotion?c) Is your promotion tailored to your target market?d) Is your promotion relevant? For example, if I was running a promotion for a coffee shop, would I build it around coffee roasting, grinding, brewing, drinking, etc., or around coffee table type books?e) What have I built into the promotion to ensure that I collect all my new customers’ addresses and e-mail addresses so that I can continue to make offers to them?f) What part of my promotion is specifically designed to make my new customers for life?3. Will this promotion embrace the overall image of your business or store?Consider:(a) How are you currently perceived by your customers? Up market/exclusive? Discount? General run-of-the-mill? You have built up an image that you believe suits your target market, maybe over many years, so is your promotion in line with this image that you have proven works for you? For example, clowns performing in an exclusive men’s clothing store would most likely be inappropriate. However, clowns performing in a children’s clothing store would be most appropriate.(b) Will your promotion alienate existing committed customers?(c) Will your promotion offend or demotivate your staff?(d) Will your promotion so fill your business with new customers or “tyre kickers” who take up staff time to such an extent that your regular customers will not get the fine service that has been the hallmark of your business?(e) Will your promotion confuse potential customers about you and your business?(f) Will you be wasting money on many people who come just for the “fun and games” but who really have no intention of buying your goods or services?4. Will this promotion hurt existing business?Consider:(a) Who will be attending to existing customers during the promotion?(b) Will service levels drop? How could you prevent this?(c) Will it produce any unfavourable reaction from the media?(d) Will it disrupt other businesses in the area?(e) Will it create traffic problems, extra garbage, extra noise, or bring any “undesirables” into your location, etc.?(f) Will it change the image of your business short-term or long-term? If so, what will the outcome of this most likely be?Page 2 of 3 Better Business Group Ltd Copyright © Fred Steensma Australia- U5, Perry St, Bundaberg, Qld 4670 - +61 412-667 559 or 1300 711 743– Email: bbgau@betterbusinessgroup.biz New Zealand- 1329 Akatarawa Rd, Upper Hutt 5372, NZ - +64 4 5266 880 - Email: bbgnz@betterbusinessgroup.biz
  • 3. 36 Questions To Help Maximise Your Promotional Activities5. What is the bottom line?Consider:(a) Is this promotion actually going to make you a profit?(b) Have you calculated a precise figure on its total cost?(c) Have you done your sums on running with other activities, such as a direct mail campaign or a series of advertisements on radio or TV?(d) Why are you really doing this promotion? Personal reasons or profit-based reasons?(e) Have you run a similar promotion in the past? How did that promotion work in terms of dollars out for dollars in?(f) Is this a promotion that you can build on? Can you base ads and other marketing activities on it in the future to leverage its initial cost?Page 3 of 3 Better Business Group Ltd Copyright © Fred Steensma Australia- U5, Perry St, Bundaberg, Qld 4670 - +61 412-667 559 or 1300 711 743– Email: bbgau@betterbusinessgroup.biz New Zealand- 1329 Akatarawa Rd, Upper Hutt 5372, NZ - +64 4 5266 880 - Email: bbgnz@betterbusinessgroup.biz