01 | Main elements of the promotional plan#
Product profile, Timeline, Brand, Goals, Preparations, Channels to use
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.
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 ;-)