Steps

Guideline(s)

Preliminary

• Project timing, type and dollar level of competitive promotion activity.
• Develop a calendar of competitive activity to help determine the competition's strategy. The competitive calendar can also help preempt a competitor's promotional activity.

Preliminary

• Consider the brand's promotional history, purchase cycle, seasonality and budget.
• Were any previous promotions for this brand unusually successful or unsuccessful?  Are there findings from previous promotions that can be applied to the current promotion?
• Is the brand seasonal? If so, what is the best time for promotional activity.

Setting Strategy and Objectives

• Determine the objective(s) of the promotion. Make sure the objectives are measurable and have specific time frames.

Setting Strategy and Objectives

• Develop the promotion strategy, specifying how each objective will be achieved.
• Determine the target audience. Is the goal to reach a specific group of people or as many people as possible?
• What is the promotion budge?

Setting Strategy and Objectives

• Examine the available promotion tactics.
• Select the tactics that best fit the objective, target audience and budget.
• For maximum impact, find creative ways to integrate consumer trade and sales promotion.

Setting Strategy and Objectives

• Specify and schedule the program's logistics. Determine the approval process.
• Select the types of media to be used.
• Determine how the creative will be developed and executed.
• Determine who will notify sales, finance, marketing research, etc. of the promotional plan.

Execution

• Execute the promotion.

Monitoring

• Monitor the promotion as it progresses.
• Is the program over or under budget?
• Do funds need to be reallocated to this program?
• Can funds be taken from this program and used elsewhere?
• Are strides being made toward meeting the program's objectives? If not, what will it take to get the program back on track?
• Should the program be supported with advertising?
• Are stores keeping the product in stock and readily available to consumer?

Evaluation

• Evaluate the promotion. Were objectives met?
• Was the program unusually successful or unsuccessful? Why?
• Should this type of program be repeated?
• What findings can be taken from this program and applied to future programs?