promotional activities - advertising,
point-of-purchase materials, promotional
events, and personal sales - must include your
Commit a fixed % of your projected
sales to a promotional budget. Then
allocate your budget among the four promotional options that
Advertising -- Tell your story
via a website, print media, broadcast media,
billboards, direct mail, email, web media, or
-- Tell your story via point
displays, literature, invoices, etc. Keep POP
consistent with your promotional message.
3. Promotions -- Tell
your story via events, clinics, seminars, public
4. Personal Sales
-- Your sales and installation team is the face of
the business. Coordinate all promotional
activities with your team.
They must be prepared to tell your story and
confirm the claims of your promotional
message. They must conclude the business of
your market plan -- close the sale.
Note: The sales/install team
payroll is a stand alone promotion budget expense.