1. Traditional
Promotion
TechniquesTraditional
Promotion
Techniques
Contests
Contest: Participants create or do something and a
jury selects the best.
Sweepstake: Sweepstakes are similar to a lottery, any
entry can win.
Give-away: Any person who applies gets the reward
(usually limited with a certain number of people)
Other Promotions
Coupons and vouchers
Point card, loyalty card, gift card
Instant Discount
Free Gift
Bonus Packs & Buy 1 get 1 free, etc.
Family & friend specials (e.g.. Introduce a friend to
get a discount)
Discounts for certain people & special occasions
(Specials for students, specials for X team fans)
Bundling of existing products (if you buy X1
product, you can get X2 product discounted)
Sampling, free Sampling, trial kits

2. Traditional Advertising
ChannelsAdvertising
Message
Digital
Online (Web
advertising, email
marketing, etc.)
Social Media
(sns marketing,
blog marketing)
Other digital
(Apps, digital
displays, etc.)
Traditional
Newspapers
Newspaper
ads
Sponsored
content
Others
Magazines
Magazine ads
Sponsored
content
Other
Radio
Radio
commercials
Sponsored
content
Other
TV
TV
Commercials
Sponsored
content
Other
Outdoors
Trains &
transportation
Sports
Public areas
Interactive
billboards
Other areas

3. Marketing Calendar

4. Marketing Calendar
January New Year Coming of Age travel planning New year wishes (health)
February Valentines Day Beginning of Spring The Health Day Setsubun Moving out
March White Day Hinamatsuri Graduation Spring cleaning New product launches in Ja
April Cherry Blossom New fiscal year Showa day New TV series Back to school
May Mother's day Children's day Greenery day weddings Golden Week
June beginning of summer/Rainy season startsOchugen Father's day annual bonus
July TanabataFestival Fireworks Festivals summer sales
August O-Bon Festivals Mount Fuji climbing sporting events high-school baseball
September back to school Respect forthe aged dayGrampa/grandma day New product launches new tv series
October Halloween autumn leaves Sports day shopping for the fall pink ribbon event
November Shichi-go-san Culture day labor Thanks giving day Preparation for job hunting
December Christmas/New year bon-nenkai Oseibo annual bonus winter sports, Omisaki

5. No Ideas? No Problem!
• Think about a recent marketing campaign or advertising campaign you
were impressed by. You can you propose similar things.
• Think about the activities of competitors. You can propose similar things.
• Think about moments when the target market needs the product most.
You can propose reaching them at those times.
• Can you provide something (product, information, service, entertainment,
etc.) for free so that more people will be aware of your brand and like
your brand?
• Can the brand make people promote/recommend the product
voluntarily, how?
• Can the brand do something and get free media coverage? How?