This document provides guidance for planning a summer promotion by outlining key considerations in 12 areas: concept, promotion team, suppliers, location, facilities, contacts, products, branding, budget, retail, target market, and reporting. It notes that summer is the busiest retail season when more consumers are active and looking to spend money or attend events. Effective promotions should have a clear concept and target audience in order to engage consumers and drive sales or attendance. Thorough planning is required across multiple operational areas.

2. •55% of consumers spend more money during this time of the year than any other period.
•Summer is busiest time of the year for all retail sales.
•Core consumers are out & about looking for something to do.
•Festivals, Tradeshows & Industry Events all have higher attendance numbers than any other time of the year.
•More opportunities to get your product, service or promotion out to your target audience.
•Consumers are more interested in value based sales offers, discounts and specials.
WHY PROMOTE DURING SUMMER?

3. •What is the overall idea for this promotion?
•Will it be fun & engaging?
•Who are you trying to target?
•Are you selling a product?
•Are you giving freebies?
CONCEPT
1

4. •Have you organized your team?
•How many people do you require for your campaign?
•Who will be training and supervising your team?
PROMO TEAM
2

5. •Are you hiring any equipment?
•Have you ordered enough stock for the event?
•Will your suppliers be bumping in or dropping off?
SUPPLIERS
3

6. LOCATION
•Have you visited the site before?
•How much space do you have?
•Is it accessible?
•Do you require power?
4

7. •What facilities are available in order for it to work?
•Do you need power, water, internet? changing areas?
•Do you have to pay extra for these?
FACILITIES
5

8. •Have you spoken to the on ground staff, security and management?
•Are they aware of your promotion?
•Do you need to organize bump in / out times?
CONTACTS
6

9. •Do you have all the products you will be promoting?
•Have you organized free samples?
•If things get damaged do you have spares?
PRODUCTS
7

10. BRANDING
•What type of signage does your promo require?
•What equipment do you need to erect your signage?
•Has it all been approved by site management?
8

11. •Can you execute everything within your allocated budget?
•Do you have additional budget for extra equipment?
BUDGET
9

12. •Does your promo have a sales component?
•Can you drive your audience directly in store?
•Have you contacted near by stores to tell them what's going on?
RETAIL
10

13. •Who is your target market?
•Do you want a specific audience?
•Are all your assets appealing to that audience?
TARGET
11

14. REPORT
•Do you have facilities to capture content?
•Can you track positive engagements?
•Is there a feedback form if there are any issues?
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