Marketing Management Preparation of Promotional Tactical Plan Marketing departments Promotion Tactics Marketing strategies and tactics

1. Preparation of Promotional Tactical
Plan
Stephanie Bonifacio
Fhey Marie Romero

2. ● Marketing departments in mid-sized businesses face a
challenges such as how to target customers more efficiently,
and increase one-to-one communications with customers.
● Today’s marketers in a mid-sized business must not only
retain current customers, but also aggressively grow market
share and add new customers.

3. ● Promotion is the method you use to spread the
word about your product or service to customers,
stakeholders and the broader public.

4. ● Tactics
are highly practical things you will do every
day. Writing blog posts, sending tweets,
replying to emails, outreach to bloggers,
changing page titles and appointments you
make/attend etc.
● Strategy
is a strong vision, intended to fulfill your
predetermined goals and objectives. Strategy is
the plan that ensures all your day to day
activities (tactics) contribute to your monthly,
quarterly and annual business goals.

5. In order for strategy to be effective you should already have
outlined your goals (it’s surprising how many companies don’t
do this), and know your intended audience. All goals you set
should be SMART:
● Specific – Can the detail in the information sufficiently
pinpoint problems or opportunities?
● Measurable – Can a quantitative or qualitative attribute be
applied to create a metric?
● Actionable – Can the information be used to improve
performance?
● Relevant – Can the information be applied to the specific
problem faced by the manager?
● Time-related – Can the information be viewed through time
to identify trends?

6. Marketing strategies and tactics are what give your
business a competitive edge. Why? Because most
companies have the same marketing objectives or
goals. They want to achieve the same things:
● Get customers
● Keep customers
● Get existing customers to buy more
● Offload unprofitable customers
● Create customer advocates (people who refer others
and spread positive word-of-mouth for free)

7. ●Marketing tactics
● are activities
● are all the things you do to achieve a particular
short-term aim (like a coupon inserted in customer
invoices for a free trial for a new product, a ¼-page
ad in the local paper every week, attending a
particular trade show).
● are short-term and tactical.

9. Finding out what Competitors in the
target are doing
What do you need to know about your Competitors?
● Monitor the way your competitors do business.
Look at:
● The products or services they provide and how they
market them to customers.
● The prices they charge.

10. Learning about your Competitors
● Read about your competitors. Look for article or ads in the trade
press or mainstream publications. Read their marketing
literature. Check their entries in directories and phone books. If
they are an online business, ask a trial their service.
Go online
Look at competitors websites. Find out how they compare to
yours. Check any interactive parts of the site to see if you could
improve on it for your own website.
Go to exhibitions
At exhibitions and trade fairs check which of your competitors
are also exhibiting. Look at their stands and promotional
activities. Note how busy they are and who visits them.