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Organizational Development
Business Strategies and Planning
Fine Tuning the Marketing Mix Cross
Cultural Import/Export
Marketing
Research & Maximizing the Value of Data
Competitive Tracking and Analysis
Project Management
Special Assignments
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Promotion.
Promotion is a funny word in the marketing profession because it
conjures up thoughts of low level trinkets and giving away free samples
to consumers on the street. But the simple question "Is there
anything else we can do to get potential customers to think favorably
about us?" is always worth asking.
The simple stuff like giving away imprinted pens at a trade show may
sometimes happen as managers accept such stunts as necessary tactics.
And not everyone can afford to take a key client to a golf resort and
drag along a paid celebrity to heighten the experience. The options are
limitless.
At the business-to-business and industrial levels, individual and small
group client entertainment is often a function of sales. But it is a
form of promotion. Managers are jealous of budget dollars as how
activities are defined and categorized within their company's marketing
plans.
The strongest and best promotions are derived from thorough analysis of the
buying decision-making process within one's given industry. Marketers need to
understand their competitive environment and the individual attitudes and
corporate postures of potential customers. And this analysis must be continually
updated.
A good promotion must fit with the identity of the selling organization and it
must relate directly to to the product message. And it should not waste
resources on contacts outside the primary marketing target group.
So it is important to do the appropriate homework before committing staff time
and budget funds to a promotion. And it is important to consider the widest
range of creative thoughts focusing on how best to influence customers'
attitudes and decisions most effectively.
In a lean, competitive economic environment, it is most important to see beyond
the "we always do this" mentality and to elevate the analytical thinking about
promotions to senior, strategic thinking managers, rather than simply throwing
an automatic budget amount to lower level staffers.
The idea is to make each marketing dollar support the larger organizational
effort. The first question is to review what has been done traditionally and to
evaluate those activities against desired sales results. After that, the range
of questions on new options can be exciting.
Additional Services: Logan Marketing is affiliated with:
Virtual Productions.
Jump to Virtual Productions, Gloucester, MA
for a full menu of photographic, technical, digital production, and prepress services:
Client orientation: What goals are you seeking to achieve?
Let's establish a system which hits your targets. We have one GUARANTEE: we'll have more questions than answers... but you will end up with a richer mix of results-oriented, effective business thinking without the trappings, without the jargon, and ready to put to good use.
Initial review at no charge, contact: Jim Logan
Have a good day.
Obliterate acrimony. |
