[GISTS] Objectives for promotional plan – by Fecleskid

Popular and most talented Artiste / Actor (Fecleskid) who just shake nigeria music industry with his newly release undiluted mad jam he tittled “Earthquake” reveals objectives for Promotional Plan 
He said,………
There can be a
wide range of
objectives for
your promotional
plan, not just a
new product
launch.
Targets may be
general sales
increase, acquisition of market share, brand equity
creation, market positioning, defensive pricing, or
creation of a corporate image.
Let’s take a look at the steps you should follow
to define your strategy.
The objectives of promotion are normally; –
To present information to consumers, educate
and inform them about the product.
To create or stimulate demand.
To differentiate the product
Know your competition
Your first step is to define the product or service
you are working on, and its USPs (Unique selling
points) in the context of your target market, and
identify what you can uniquely offer your clients.
To do this, you will need to know and understand
your competitors and their products and
strategies.
You might use a SWOT analysis here (an overview
of your products strengths, weaknesses,
opportunities and threats) to help you position the
product in the market and define your target
market.
Define your target
Then you should define your target market,
defining the demographic-age, sex, marital status,
geographical location, earning power.
Now define your marketing goals, such as
monthly sales. Remember to make them SMART;
Specific, Measurable, Achievable, Realistic,
Timebound
You are now ready to design your campaign, this
is your plan to communicate with prospects and
turn them into customers. This will detail the
marketing mix, i.e. communication strategies, the
tools and tactics you will employ, whether it will
be an email campaign, press or TV advertising,
leaflets, billboards, PR. We will review these in
detail in the coming modules
Next you need to set your marketing budget and
allocate spending across the channels you are
using. Document expected returns in terms of
sales and gross profits.
Remember to test and measure. Each time you
change a variable, evaluate the result.
Remember to test and measure. Each time you
change a variable, evaluate the result, build on
what works and discard what doesn’t work.
Your company’s ethics and
philosophy
There is a sea change taking place in the public’s
attitude to business, which is going to be
fundamentally important to all companies going
forward, so you would be well advised to ensure
that it is built into your marketing strategy. This
may be a good time to review that.
Today’s public want to deal with companies that
are ethically sound, that pay their taxes, care
about the environment, provide good quality
product and service, and give back to the
community.
They don’t want to deal with companies that rip
them off, offer poor service, are greedy, or exploit
them.
Organisational integrity is an important part of the
consumers decision to do business with a
company. We see this reflected in the growth of
Fairtrade business, social enterprises,
cooperatives.
The public are sophisticated enough to
understand that companies have to trade
profitability to be sustainable, but they expect the
companies they choose to deal with to have a
corporate integrity, to have a sense of corporate
social responsibility, and do the right thing by
their customers and staff.
Aside from being customer friendly, this
philosophy will also help you to attract and retain
the best staff, partners and suppliers. If everyone
knows the company philosophy is always to do
the right thing, it gives them a solid ethical
reference point for every decision they make on
behalf of the company
So, as you start to write your marketing plan, try
to portray your organization as one with strong
ethical qualities and good organisational integrity.
Make sure all your decisions reflect this integrity
and everything you do is fair for all.

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