Plan Your Promotions 01


Therefore you want to perform a promotion, huh? An appearance may be, or an ad. You wish to placed on a mini-tradeshow maybe, or hire a band to play outside your shop.

Before you merely hand off a debit card or write a check to create things happen, there are many things you must do before you allow anyone else to understands that you want something to decrease.


What’s your objective? The facts you want to have happened after the event or advertising actually happens? You want to boost your email list by 547 names maybe. Or you intend to attract 1 maybe,322 brand-new most people into your shop. I understand – you’re trying to improve same-store purchasing quantity by 5.3% this March instead of last March.

What’s with the weird quantities? No, I’m not really trying to end up being funny – or a jerk. You should be very particular about your objective. You need to quantify it to ensure that you can measure the total results. You should move from considering adding “a whole lot” of clients, or “some more” product sales this month. “Thousands of dollars more” does not have any real method to be measured – just how many species are “several?”


What will it price you to perform this ad or advertising? I didn’t say “cost” – that is the dollars you’ll fork out to get stuff rolling. I said price. How about to move employees in one job to another? Receiving attention gets visitors to ask questions always. Is your customer support staff prepared to field questions particular to the promotion? How about to much longer keep most people working, to allow them to pack more boxes, to ensure that you can distribute three shipments each day? How about to longer be abroad, and miss your children’ little league video game and dance recital? Most of these are costs, and you have to know that they can be found, and you’re gonna need to pay them.


What, specifically, is your arrange for this advertising? You do possess one, right? What’s the promotion will probably entail, who is accountable for what? What techniques need to be completed, and by whom? What must be where, and when? What accurately are the dates + situations for every milestone? What will the cleanup method look like? Will you need a cleanup procedure even? All this, and more ought to be included in your plan.


During the right period that your marketing event is certainly going on, what are you calculating? How are you calculating? Who or what’s doing the measuring? Where and how are you recording the results? Who’s responsible for making sure all the data is being recorded? Can they fix it when – and not if – points screw up?


Data is all the information you’ve collected. Statistics is how data set #2 – all the information you’ve just generated – compares to data set #1 – all the info you already had. Now it’s up to you – and maybe someone else – to look at the data, look at the stats generated, and decide the results. Well, I suppose the results are what they are. What I mean is, you’re going to be deciding if the results are good, bad, or indifferent. Maybe you measured something that isn’t worth measuring. Maybe you forgot to measure something that’s very important. Whether your results are “good” or “bad” is subjective. How did the results measure up to the goals you wanted to hit?

Rinse plus Repeat:

So, once you run your ad or event, you’ll need to decide – first of all – if you’re going to repeat this promotion. If so, when? If not, what will you do instead, and when? If you keep this event, what will you do differently? Who will you have covering all the important action points during the event? Who will be responsible for what during the next go-’round?

I know this sounds like an awful lot of questions. It’s not that bad, really. Just taking 10 minutes to sit down and write out a simple plan will cover most of them, and put you a lot farther ahead than most folks. I’m going to let you in on a secret – most people who run a promotion for their business, or a specific product or service, do it by the seat of their pants.

Today’s action item, which will put you ahead of at least 75% of the competition, is to build a one-page plan for your next promotional event or advertisement. To get ahead of 99% of the competition, you have to actually use that plan!

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Scott Gardner is the founder of the boutique firm Agile’ Marketing Services, LLC. They specialize in working with their clients to become Recognized Experts and using that status to leverage the clients’ marketing efforts.

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