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Promotional planning

How to be flexible when planning & executing

2013-05-08, 02:32:07-2013-05-08, 03:40:59

01 | Main elements of the promotional plan


Product profile, Timeline, Brand, Goals, Preparations, Channels to use

Product profile

Be clear what you offering to your potential customers: the value


Make sure all your team members are aware of it, so they can communicate it well.

In order to do that, make sure your product is precisely described in your promotional plan, company documents and presentations.


Make sure it is clear what:

-        Is its purpose for usage

-        Why is it needed by the customers

-        What gives it to them

-        At what price

Timeline and Summary

Prepare a timeline of your product development and publishing/distributing.

Map all processes and the outline the key moments (where you need to make cross checks).

Have a summary of the processes so you can check it fast when needed.


Set up reminders when key moments come close.


Brand consistency is where a business attempts to communicate messages in a way which doesn’t detract or wander away from the core brand proposition. E.g. a single logo is always used in a similar way on all marketing materials, a single typeface is used with particular guidelines on typography, consistent colour ranges are applied and similar design styles, so that everything visual is inter-linked and has a link back to that core brand proposition.

Clear your brand: logo, colours, style, slogan, keywords

Describe it. Make it clear to all team members.


It is vital to be clear about your goals.

Set up your goals in the beginning of the promotional plan, because its content should definitely justify meeting them. 

Promotion preparations

Preparing all the important tiny details before starting:


-        Business mails, signatures, business cards, social places;

-        Clarify the roles and the positions within the team members;

-        Make task lists with deadlines;

-        Advertisement materials – presentations and artworks at this stage only.


Clarify the channels you will use according to your product type, specification, target groups and usage.


Web-based product: start with cheap advertisement and social activities. Be creative, don’t waste money and time on expensive advertisements.

Offline product for mass usage: use channels where every viewer is cheap (TV, promotions, combined with website, social activities for more popularity).

B2b business: find contacts and create database, make meetings and even organise an event to invite them. Impress them. Show them what you got.


Make detailed plan of using the channels, add budget and try to forecast the results.

Make sure you track them real-time and be able to react fast.

Make regular brainstorming with your team members, make them more casual.

Try not to take yourself too seriously ;-)

02 | Flexibility is crucial 



Nowadays it is very likely your product to become out of date very soon after its start on the market.

 e.g. application to be implemented on facebook.

Facebook changes the requirements on the next month and you need to change the code/ or forbids the app notifications (and you’ve counted on them)


Make sure you are up to date with the latest technology in order to be a strong player.

Living in Bulgaria is not an excuse.


Make sure the selected channels of promotion in your Promotional plan are the same in 1-2-3 months. If not – change it immediately.

e.g. advertising on billboard near big office building full of IT specialists who are potential customers of yours. In 2 weeks the company moves to another location.


Media buying in very visited website. In 2 months a competitors arrives and it loses its position. Move to the competitors then. 


Make sure you have feedback about your products and brands.

Make changes if your customers want.


Dedicate to those communication channels with them, where they are. Also, if you create a certain communication channel, make sure you check it and support it every day.

e.g. If you don't watch the twitter @ menu, do not create such profile at all. Having a profile somewhere and not using it is lame.

03 | Product development vs. Customer development 


Mat Monahan: “Be remarkable. Be generous. Create art. Make judgment calls. Connect people and ideas. Be Happy!” @gomattymo (twitter)

Current trends

Social: 2010 ad:tech London, slogan: “The World’s gone social”; 2011 digitalk message: The future in marketing and advertising is the social customer engagement.

This means that your product needs to be social. And you have to be as well. 

Apps: no more websites, but applications and platforms. Your web application must apply on other platforms as well.

Mobile: no need to say much here. It is a must-do, part of your service. As for the mobile marketing - it is something that many people talk about, but do not understand. Only big companies with big budgets have success stories there, because its results are difficult to track and analyse. However, more tools are up to come to help there.

You have to develop something, that your customers will use. If they don't - show them how to use it (constant support and customer development). If that doesn't work - find out why and pivot.

04 | Tracking, Analysing and Optimising 


the most important part when it comes to campaign/product performance improvement


Make sure you know what you are investing for.

Get the tools to track! Develop them if you don’t want to buy. Or buy, get ideas and develop your own. Sell it afterwards if you’d like.

When advertising online, you need to track:

-        Impressions of your creatives (banners, texts, articles or whatever…)

-        Clicks

-        Then calculate CTR – optimise due to its results


-        Conversions (what is your landing page, are the ads leading to the right landing page)

-        CR (click to conversion) – optimise due to its results

Customer behaviour (what are the key moments, catch them!) – optimise due to its results


Once having info about all the parameters and campaign’s results, make sure you make the right conclusions.

Make sure you’ve taken into consideration all the details which may affect your performance.


Try increasing the performance of the KPIs you’ve set up.



Lower investment => Higher conversions/sales etc.


Closer break even => Higher ROI

Tools that will be enough:

- Google Analytics

- Mixpanel

- Mailchimp

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