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5 Steps to
Building Better
Promotions
By Gary Youngberg, MAS
5 Steps To Building Better
Promotions
Getting your company noticed
by your target audience and
promoting your brand in our
continuously evolving
competitive environment is
challenging to say the least.
Effectively reaching your
prospects, who are constantly
bombarded by advertising
messages, and getting through
the clutter, requires skill and a
well-planned and executed
effort.
Even if your company has the
ultimate product or service
you can’t sit around thinking
that prospects will find you
and jump on your fabulous
offer even with the great
benefits and rewards you
offer. Your potential customers
can’t be impressed by your
great widget if they don’t
know both it and you exist.
5 Steps to
Building
Better
Promotions
You must constantly be getting your
message in front of your target
audience with impressions to have
them take hold in the prospects
mind. Creating this top- of-mind
awareness is needed so that when
the prospects act on their wants or
needs they will think of you.
Developing an organized strategy
for your promotional efforts is
essential.
Here is a simple 5 step process to
follow whenever you invest your
precious promotions, or incentive
program dollars. If used properly,
promotional products are a
powerful and effective medium to
achieve goals. Too often, however,
the investment is wasted when
people are seduced by a “shiny”
product or a “latest and hottest”
product presentation. Starting the
process with product is usually a
mistake. Creating an effective
program goes beyond simply
choosing a product.
Start With Your
Objective
Products don't achieve
objectives. Well-constructed
programs do. Creatively
packaged and imprinted
products aligned with the right
theme, message, marketing
plan, and with measurements
in place achieve objectives.
When putting together a
promotional or incentive
program, work backwards
from your objective. Don’t
begin with product as most
do. Consider following these 5
easy steps:
1. Analyze sales, marketing or
human resources needs and
define the specific objectives.
Determine what you want to
accomplish or what the
desired result of the campaign
is; for example, "If the
company can reduce shipping
Work Backwards From
Objective to Product
mistakes by 25 percent, it
saves them $10,000” or, “if
the company sells X number of
units of a certain product,
service, or project, it will
result in X number of net
margin dollars." Establishing
the objective enables you
establish your budget and
assess the program at its
conclusion. The only way to
evaluate the program at it’s
conclusion is to know what
the goals were in the first
place.
2. Establish a budget.
Working backward from the
desired goals and objectives
helps determine the
economics of the program;
what the program will cost
and what it may yield. Because
the costs for promotional
products vary-from a simple,
inexpensive logo’d product to
an elaborate personalized gift,
Analyze and
Budget
this is necessary at the beginning
of the process. How many items
are involved? How will the items
be distributed? What are ideal
order quantities? Keep inventories
as low as economically and
logistically possible.
3. Design the program.
Quite a few activities go along
with designing the program.
Establishing a theme gives the
promotion a focus and ensures all
the elements, such as the
graphics, printed materials,
products and packaging, are
consistent and work well together.
The products chosen also should
relate to and support the theme.
Hold brainstorming sessions with
the staff. Sit down and throw a
bunch of ideas down on paper
Design Your Program and
Begin Implementation
. By process of this creative
exchange come up with the
concepts that best meet the
desired goals.
4. Plan how the products will
be distributed.
Will the product be mailed or
hand delivered? How will you
store and distribute the items?
Some products are too bulky
and impractical to mail.
Packaging and freight could
exceed the cost of the
product.
5. Analyze the results.
One of the most important
final steps-after completing a
program is to look at the
results. Track the data. Were
the predetermined goals and
objectives met? What was the
ROI? What can be learned to
make the next project better?
Tweak the program for your
next program for continued
improvement.
Distribution
and Analysis
In addition to following the 5 steps
listed above, the services of a
certified promotions consultant
will help you ensure good results.
If your consultant has a CAS
(certified advertising specialist) or
MAS (master advertising
specialist) designation from PPAI,
(Promotional Products Association
International) the largest, non-
profit industry trade organization,
they have achieved the required
CEUs and passed the required
testing that proves their industry
knowledge. It also shows a
commitment to their business and
to their clients. Consultants who
have achieved a CAS and MAS are
required to earn continuing CEUs,
annually. They attend seminars
and trade shows that keep them
current on the latest technology
and products.
A Certified Consultant Will
Help Ensure Your Success
Contact me, personally, if you
would like help with your sales
promotions, employee incentives
or fundraising.
This download qualifies you for a
free consultation.
To your success!
Gary Youngberg
Promoplans
423-877-0022
info@promoplans.com
www.promoplans.com

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5 steps to better promotions b

  • 1. 5 Steps to Building Better Promotions By Gary Youngberg, MAS
  • 2. 5 Steps To Building Better Promotions Getting your company noticed by your target audience and promoting your brand in our continuously evolving competitive environment is challenging to say the least. Effectively reaching your prospects, who are constantly bombarded by advertising messages, and getting through the clutter, requires skill and a well-planned and executed effort. Even if your company has the ultimate product or service you can’t sit around thinking that prospects will find you and jump on your fabulous offer even with the great benefits and rewards you offer. Your potential customers can’t be impressed by your great widget if they don’t know both it and you exist. 5 Steps to Building Better Promotions
  • 3. You must constantly be getting your message in front of your target audience with impressions to have them take hold in the prospects mind. Creating this top- of-mind awareness is needed so that when the prospects act on their wants or needs they will think of you. Developing an organized strategy for your promotional efforts is essential. Here is a simple 5 step process to follow whenever you invest your precious promotions, or incentive program dollars. If used properly, promotional products are a powerful and effective medium to achieve goals. Too often, however, the investment is wasted when people are seduced by a “shiny” product or a “latest and hottest” product presentation. Starting the process with product is usually a mistake. Creating an effective program goes beyond simply choosing a product. Start With Your Objective
  • 4. Products don't achieve objectives. Well-constructed programs do. Creatively packaged and imprinted products aligned with the right theme, message, marketing plan, and with measurements in place achieve objectives. When putting together a promotional or incentive program, work backwards from your objective. Don’t begin with product as most do. Consider following these 5 easy steps: 1. Analyze sales, marketing or human resources needs and define the specific objectives. Determine what you want to accomplish or what the desired result of the campaign is; for example, "If the company can reduce shipping Work Backwards From Objective to Product
  • 5. mistakes by 25 percent, it saves them $10,000” or, “if the company sells X number of units of a certain product, service, or project, it will result in X number of net margin dollars." Establishing the objective enables you establish your budget and assess the program at its conclusion. The only way to evaluate the program at it’s conclusion is to know what the goals were in the first place. 2. Establish a budget. Working backward from the desired goals and objectives helps determine the economics of the program; what the program will cost and what it may yield. Because the costs for promotional products vary-from a simple, inexpensive logo’d product to an elaborate personalized gift, Analyze and Budget
  • 6. this is necessary at the beginning of the process. How many items are involved? How will the items be distributed? What are ideal order quantities? Keep inventories as low as economically and logistically possible. 3. Design the program. Quite a few activities go along with designing the program. Establishing a theme gives the promotion a focus and ensures all the elements, such as the graphics, printed materials, products and packaging, are consistent and work well together. The products chosen also should relate to and support the theme. Hold brainstorming sessions with the staff. Sit down and throw a bunch of ideas down on paper Design Your Program and Begin Implementation
  • 7. . By process of this creative exchange come up with the concepts that best meet the desired goals. 4. Plan how the products will be distributed. Will the product be mailed or hand delivered? How will you store and distribute the items? Some products are too bulky and impractical to mail. Packaging and freight could exceed the cost of the product. 5. Analyze the results. One of the most important final steps-after completing a program is to look at the results. Track the data. Were the predetermined goals and objectives met? What was the ROI? What can be learned to make the next project better? Tweak the program for your next program for continued improvement. Distribution and Analysis
  • 8. In addition to following the 5 steps listed above, the services of a certified promotions consultant will help you ensure good results. If your consultant has a CAS (certified advertising specialist) or MAS (master advertising specialist) designation from PPAI, (Promotional Products Association International) the largest, non- profit industry trade organization, they have achieved the required CEUs and passed the required testing that proves their industry knowledge. It also shows a commitment to their business and to their clients. Consultants who have achieved a CAS and MAS are required to earn continuing CEUs, annually. They attend seminars and trade shows that keep them current on the latest technology and products. A Certified Consultant Will Help Ensure Your Success
  • 9. Contact me, personally, if you would like help with your sales promotions, employee incentives or fundraising. This download qualifies you for a free consultation. To your success! Gary Youngberg Promoplans 423-877-0022 info@promoplans.com www.promoplans.com