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Design a Sales Promotion Campaign

 Design a Sales Promotion Campaign

Sales promotions that cause customers to flock to your store and encourage some to become regular consumers, are the building blocks of business success. The right ad mix brings customers in without overspending. Knowing what online marketing to add to the equation makes persuading potential clients even more cost-effective.

1. Assess Communication Opportunities: To understand marketing communication opportunities, you must profile your target market and identify the likely benefits of your product to current potential customers. Determine the target market's economic and cultural characteristics, such as potential customers' income level and ethnicity, which will determine the effectiveness of your sales promotion.

2. Planning the sales-promotion program: The major decisions that need to be made when designing the sales-promotion program relates to the timing of the promotion and how long this tool is to be used. Also important are the size of incentive, rules for eligibility, and, of course, the overall budget for the promotion.

3. Develop Message: In developing the promotional message, you focus on the message content, its format, and likely appeal. The appeal, which is the reason the potential customer will purchase a product, affects the relative position of your product in the market. In turn, the message structure may or may not draw a conclusion for the customer regarding the desirability of your product. For example, an advertisement regarding a laptop might refer to its relative size or processing speed.

4. Implementation: The program for implementation must include two important time factors First, it must indicate the ‘lead time’- the time necessary to bring the program up to the point where the incentive is made available to the public. Second, the ‘sell in time’ which is the period of time from the date of release to when approximately 90-95 percent, of incentive material, has been received by potential customers.

5. Select Objectives:  The next step is establishing the desired effect of your promotional communication. If promoting a new product, you'll seek product awareness. After you achieve awareness, your promotion program can focus on conveying your product's benefits to deciders and influencers to establish brand acceptance. Customers must then become convinced they prefer your brand and that they want to own your product, which is brand insistence.



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