DW's Blog
How Do You Prepare Your Promotional Plan?
by DW Green — November 1, 2011
“If you don’t know where you are going, you will wind up somewhere else.”
-Yogi Berra
Is your 2012 promotional plan completed? We co-create annual promotional plans with many of our clients. The purpose of the planning is to incorporate all elements of your marketing media into a single, easy-to-follow, 52 week document. This holistic approach ensures that all marketing components are addressed and form a strong, cohesive and interconnected plan.
Here’s a recent content example of a promotional plan document:
• Ad date
• Page count
• Front Page theme
• Promotional page theme
• Special event
• Blog topic
• E-Mail Blast theme
• Social Media Plan (Facebook, Twitter, YouTube)
• Texting
• What’s new?
• Brand Stories
• Recipes
• Website; Home page feature, content features and sub features
• Digital signage
• Radio/TV/Direct Mail/Magazines/Outdoor (Out of home)
We spend about 16 hours preparing a working document, including holiday dates, researching event ideas and promotional themes, assembling wholesaler promotional plan and note the four slowest weeks of the prior year. The client meeting itself takes six to eight hours. The better the preparation the better the meeting. We then compile the information and finalize the 52 week plan. And as soon as the plan is client approved we begin work on detailing individual elements.
A well thought out and all encompassing promotional plan is extremely important. As Yogi Berra once said “If you don’t know where you are going, you will wind up somewhere else.”
Filed Under: DW's Blog
