You Deserve a Promotion

Submitted by Mitch Seigel on Wed, 08/16/2011

When you have radio advertising intertwined throughout your career, as I do, being promotionally creative is as important as knowing how to walk. That being said, it is easier said than done.

The components of a smoothly implemented promotion are plentiful. And just like everything else in marketing, it starts with a plan. What are the goals of the promotion, and the strategies and tactics that will help you achieve those goals.

One of the easiest and most important parts of the plan is the timeline. Working backward from the promotional days themselves right up until this very moment, will ensure that everyone involved knows their part in making sure the promotional process works.

Having the right personnel, promotional partners and vendors for each segment of the promotion will further strengthen the chances of success. Do your research and don’t jump into relationships. It is always good to build a data base of companies you can trust. People and teams who will carry out what you are asking for and help build the promotion you want.

Who are the stakeholders? What are the risks involved? Is it doable? Do you have the budget to make it happen right? These are all good questions to ask when forming the plan.

One thing I have seen over the years is that promotion can work in any size market and with all types of businesses. I‘ve been involved in promotion with car dealers, florists, power tool companies, hospitals, restaurants, civic events, motorcycle dealers, consumer package goods, tire stores, and many more.

If you need help being creative, just ask your media rep, and if they can’t help, consider using a third party consultant who has the experience to make it come to life. It will stretch your advertising budget and if done right, should bring residual revenue for years to come.

What are your challenges when it comes to creating a promotion? I look forward to hearing yourcomments.

Until next time …