Curriculum:

How to Plan and Select the Optimum Promotion Plan – Achieving Short and Long-Term Needs

Learning Objectives:

• Understand that promotion impacts the brand’s long-term health
• Understand the role of promotion in implementing the brand’s overall marketing strategy
• Have developed Promotion Plan Development skills in identifying:

• Quantified promotion objectives
• Promotion strategies that clearly identify:
  • Target Audience, Desired Actions & Timeframe

• Develop insightful Promotion Briefs that tie-in with other planned marketing activity
• Select the optimum promotion activity that will have the desired impact against the prime target audience
• Review promotion evaluation methods & payout

Day I - Topics Covered

• What is a Great Promotion?
  • Promotion's role and how they effect consumers
  • Key Thrust of Great Promotions
• Promotion Plan Development Process
• Alignment to the annual business plan:
  • Promotion Execution assessment
  • Source of volume analysis
• Consumer behavior analysis:
  • Understanding consumer behavior
• Identifying Your Target Audience:
  • Loyal Users, Competitive Users, Switchers, Price Buyers, Non-Users
• Developing Promotion Objectives:
  • Four types of promotion objectives
• Promotion Strategies:
  • Key Target Groups, Specific Actions Required, Timeframe
• Experiential promotion marketing:
  • Key factors on how to get noticed
• Promotion Value Analysis:
  • How do consumers evaluate promotions?
• Selecting Promotion Tools:
  • Know the target and what you want from them
  • Reinforce behavior, increase usage, steal volume, hold volume & bring in new usage
• Principles of promotion testing
• The Promotion Brief:
  • Communicating with the promotion agency
• Promotion Evaluation:
  • What do you measure?

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