Worksheet #8a: Promotional Strategy
Develop and describe the promotional strategy for the Campus launch.
1. Creative Brief:Develop a summary of the high-level promotional strategy, including:
· IMC Objectives:Specify your Integrated Marketing Communications (IMC) objectives. (see textbook for details) for the launch.
· Target Market: (from Worksheet: Target Market and Positioning)
· Positioning Statement: (from Worksheet: Target Market and Positioning)
· Brand Name:
· Brand Personality:(from Worksheet: Product and Brand Strategy)
2. Central Theme: Create some suggested advertising “taglines or “slogans” for your restaurant launch. These should be related to the typical brand tagline but are tailored to the Campus audience. Choose one and explain why it will contribute to a successful launch. (Examples, includes: NIKE: Just do it! OR APPLE: Think Different).
· Current Tagline & Brainstorm:Provide the current/accepted brand tagline and two suggested alternatives for the Campus launch.
1. Typical Existing Theme: Why does it work?
2. Alternate Theme: Rationale:
3. Alternate Theme: Rationale:
· What is your chosen central theme/tagline for the Campus launch?
Worksheet #8b: Promotional Strategy
3. Promotional Mix:Describe in detail, the promotional program for the launch in 2021.
Describe and explain the “Promotional Mix” Including at least four (4) of the following channels or tactical activities. Be specific about the activities under each category that are being used and why they have been chosen.
|· Advertising||· Direct Response|
|· Digital & Web||· Event Marketing|
|· Social Media||· Sponsorship|
|· Public Relations||· Other|
|· Consumer Sales Promotions|
4. Promotional Plan:
Create a promotional plan for Aug. 2021 to July 2022, including a description, the rationale, an approximate cost, and the start and stop dates for each tactic.
CAMPUS LOCATION Marketing Plan (Aug 2021 – July 2022)
|Month||Tactic/Activity||Why||Start & End Date||Cost ($)|
5. Explain why your recommendationwill be more successful in attracting buyers than the competitor.
Worksheet #9: Referencing and Citations
Free Book Preview: Brand Renegades
In their book Guerrilla Marketing Field Guide, the founder of guerrilla marketing, Jay Conrad Levinson, and his wife and business partner, Jeannie Levinson, offer a step-by-step guide to launching a marketing attack that’s primed for success. In this edited excerpt, the authors reveal the seven simple things you need to include to make your marketing strategy a success.
Marketing has changed dramatically since the first print ad was published. That ad was probably run in a local newspaper. More than likely, a farmer told the publisher he had an extra cow and wanted to sell it. The publisher said, “Hey! I’ve got a good idea. Let me mention that cow for sale next time I publish my paper.” The copy probably read: “Cow for sale. $50. Contact Farmer Tom.” The ad was run, the cow was sold, and marketing started.
It’s not quite so simple these days. But two things remain the same. The first is that you need a good idea of what you’re selling and why and who would be interested in buying.
You also need a marketing strategy. Farmer Tom’s strategy was very simple: Sell one cow by having potential buyers come see him — and the cow. The benefit offered was a healthy cow at a fair price. The secondary benefit was that a local person was doing the selling. The target audience was other farmers in the community. The marketing weapon used was one ad in one newspaper. The niche the farmer occupied was that of a local farmer with an honest offer. The identity of the advertiser was straightforward and no-nonsense. And his marketing budget was most likely zero. Armed with that strategy, Farmer Tom sold his cow.
Today, our world is much more complex than Farmer Tom’s, so it may seem like you need a complex marketing strategy. But in reality, your strategy doesn’t have to be complex. In fact, such a strategy needs only seven simple sentences:
- The first sentence tells the physical act your marketing should motivate.
- The second sentence spells out the prime benefit you offer.
- The third sentence states your target audience or audiences.
- The fourth sentence states what marketing weapons you plan to use.
- In your fifth sentence, you define your niche or what you stand for: economy, service, quality, price, uniqueness, anything.
- The sixth sentence states the personality of your company.
- The seventh sentence states your marketing budget, expressed as a percentage of your projected gross sales.
- Keep your strategy brief.
A brief marketing strategy forces you to focus on the people targeted by your marketing. Always start with the people and then work backward to the offering. Such a strategy zeros in on the results you want to achieve, the way you plan to obtain those results, and the specific action you want your target audience to take. It provides you with a guide for judging all your marketing efforts for the next 10 or 20 years.
The strategy must be expressed in writing, and it should not contain headlines, theme lines or copy. The strategy is devoid of specific marketing copy because it must be solid, yet flexible. Specific words and phrases pin you down. A strategy should be developed as your guide, not as your master.
After you’ve written all seven steps, read it a couple of times, then put it away for 24 hours. It’s just too important to be accepted — or rejected — hastily. Look at your strategy from a fresh perspective on a different day. See if you still love it and believe in it.
When is the best time to change that strategy? The first time you see it — before you’ve invested any money in it. After you’ve finalized it, don’t change it again for at least six months; then do a review and see if you need to tweak your strategy. If you have it right, you may not need to make any changes for several years.
Your approved strategy should be pinned up on bulletin boards and emblazoned in the minds of everyone who creates marketing for you. Keep the strategy handy in a drawer, on your desktop, or in an accessible file so you can reach for it the moment anyone presents even a tiny opportunity for marketing to you . . . or when you have a killer idea yourself.
Now that you know what we mean by marketing strategy, it’s time for you to create one for yourself.
Ask yourself these questions so you can create your seven-sentence marketing strategy:
- What physical act do I want people to take after being exposed to my marketing (click here, call a phone number, complete this coupon, or look for my product next time they’re at the store)?
- What prime benefit do I offer? What competitive advantage do I want to stress?
- Who is my target audience?
- What marketing weapons will I use?
- What will my market niche be?
- What identity do I want my business to have
- My marketing budget will be _______% of our projected gross sales.
9 simple steps will improve your results
Nike’s famous slogan, “Just Do It,” should not be applied to a marketing campaign for your small business. Many small firms place an ad here and an ad there, put up a website or a Facebook page, and consider it done. Unfortunately, this approach is like fishing on dry land—you can cast as much as you like, but you won’t catch anything because you are nowhere near the pond.
A profitable marketing initiative requires careful planning. Here are nine steps to creating a successful marketing campaign.
Know How Your Marketing Campaign Fits
Ideally, before you plan a marketing campaign, you should have a marketing plan for your business. This plan lays out the overall marketing objectives and strategies to lure your target market to your products and services. A marketing campaign, on the other hand, is just one small piece of your marketing plan—a marketing action designed to achieve a particular objective.
When you know how your marketing campaign fits into your overall plan, you can identify your target market and how best to reach it.
Set Your Campaign’s Objective and Parameters
What do you want your campaign to achieve? The campaign’s objective should be as specific as possible. For example, “more sales” is too broad. A specific metric is required—a specific amount of sales for a specific product or service within a specific amount of time. Why? So that the parameters of your campaign are laser-focused and you can measure the effectiveness of the campaign as it proceeds.
A common marketing campaign objective formula is: What will be achieved plus how long the marketing campaign will run.
For example, “Sales of face beauty masks will increase by 50% in three months.” Or, “Sales of travel services will increase by 15% over the next eight weeks.”
Determine How You Will Measure Success
What metrics are you going to use? The numbers will tell you if your marketing campaign is succeeding. If not, metrics will allow you to assess whether continuing with the campaign is worth the cost.
Make sure you have the right tools in place to track your metrics. If your marketing objective is to increase the awareness of your brand or to improve your website’s search engine page ranking, you can use Google Analytics.
You will need to establish a baseline for whatever metric you’ve chosen before you begin to measure your progress.
Set Your Marketing Campaign Budget
How much money you have to spend on your campaign will greatly affect the marketing strategies you choose. A Superbowl TV ad is much more costly than an ad on local television or on social media.
Don’t depend on free advertising and promotion strategies for your small business. This is not to say that all free marketing strategies are bad, but there is always a cost to marketing, even if it’s only your time. The most effective way to reach your customers may not be cheap, so be realistic when setting your budget.
Choose Your Communication Channels
What communication channels are you going to use? Email? Direct mail? Pay-per-click online advertising? Some communication channels will be better suited to your target market. Don’t place radio ads if your target market doesn’t regularly listen to the radio. Consider where your audience members spend time. Where are they most likely to see or hear—and pay attention to—information about your products or services? In a magazine? On a bus? On their smartphones?
Create a Timeline and Action Plan
Record exactly what you are going to do and when. This will greatly increase the chances that you’ll follow through and will give you a record to evaluate the success of your marketing campaign.
For instance, suppose you are selling bicycle seats designed to be more comfortable than most. Here’s a possible campaign plan:
- Sponsor local Sea-to-Sky bike race in September ($500 to become a sponsor).
- Send out a press release when you first become a sponsor (free if you do it yourself).
- Send out another pre-race press release in late August.
- Place a series of ads in the local newspaper—one in June, one in July, two in August, and one post-event in September (5 x $125.00 = $625).
- Post sponsor info on your business Facebook page.
Now that’s about as simple a marketing campaign as you can have. And simple is fine if it gets results. It’s also a marketing campaign that could easily be augmented.
Suppose, for instance, that there was a local person who was going to be in the bike race that was willing to wear a jersey with your business name and logo on it for the cost of a free bike seat. Suppose as well that they were willing to be the face of an online marketing campaign, whether free or for a price. You could then set up a Facebook page and Twitter account documenting their training for the race (and, of course, promoting your bike seats). On race day and leading up to it, you could tweet about their progress. See how easy that is? And all for less than $2,000.
You could also get more promotion benefits out of your race sponsorship by advertising in other places, whether by buying banner ads on bike-related websites or placing ads in cycling magazines.
Write your ad copy. Firm up your dates. Place your ads. Search for and approach someone to be the face of your online marketing campaign. Whatever actions your campaign involves, execute.
Go back to your action plan timeline and check items off, writing in the date of completion. It will keep you organized and motivated.
Measure Your Results
When the campaign is over, it’s time to measure its success. How many bike seats did you sell per week or month pre-campaign? How many are you selling post-campaign? If your marketing objective was to increase sales of bike seats 25% over four months, compare May, June, July, August, and September sales figures.
There is an exhaustive list of marketing campaign software that can help you plan and measure your efforts. ActiveCampaign, SharpSpring, and Hatchbuck are some of the most popular ones.
Plan for Next Time
Why are metrics so important? Once you know the results of your marketing campaign, you can improve your marketing strategies. Suppose that your bike seat marketing campaign increased bike seat sales by 41%. You would probably repeat your campaign next year.
But you might also discover ways you want to tweak future campaigns. If the data showed that only 2% of increased sales came from your Twitter and Facebook strategies, you might decide to eliminate them from your campaign next year.
Some might argue that any marketing campaign is better than none. For the most bang for your buck, though, planning and using metrics are the best strategies.