Promotion Guidelines
Purpose
The purpose of this document is to provide employees with an outline of things that need to be considered when putting together promotional documentation.
- What exists at ABMN already?
Are there any other promotional documents that currently exist that could be used or modified?
Provide details of them here
- Who is the intended audience of the promotion?
Is it for new clients, if so what is the new demographic?
Is it for current clients, if so, what clients?
- What are the benefits of the promotional activity?
Benefits may include:
- Attract new clients
- Increase use of certain products or services
- Provide an increased range of training products to meet changing business needs
- Target specific clients/businesses to increase membership
- What public relations principles and techniques will you use?
Public relations principles may include:
- Know your client and their business
- Know your media contacts and their needs
- Know your target audience and their interests
- Know your purpose and desired result
- Know your pitch and respect if it won’t work
Public relations techniques may include:
- Public speaking
- Trade shows
- Product placement
- Publicity stunts
- Sponsorship
- Employee relations
- Strategic partners
- Community relations
- What are the product promotion principles and techniques you will use?
Product promotion principles may include:
- Know your product or service
- Know your client’s needs
- Personalise your approach
- Respect the client’s opinion
- Create an interest
- Stimulate demand
- Reinforce the brand
Product promotion techniques may include:
- Social media
- Mail drop
- Advertising
- Word of mouth
- Special prices/coupons
- How will you assess the impact of your promotional activity?
Identify the steps you will take to assess your promotional activity.
What does success look like?
- How will you obtain and assess customer feedback?
Identify the method you will use to obtain and then assess customer feedback
Mechanisms for obtaining customer feedback may include:
- Client satisfaction survey
- Client ratings on service calls
- Training evaluation forms
- One on one interviews/discussions with clients
- Review of customer complaints
Mechanisms for assessing customer feedback may include:
- Graphs/charts
- Qualitative data analysis
- Auditing customer complaints
Australian Business and Management Network / Promotion Guidelines
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