What is it you would like to accomplish or achieve?
Short term sales lift of a specific product?
Better Brand recognition at a national event?
Change the perception of the Brand?
Motivate retail sales people to sell more of my product?
Introduce new customers to my brand?
What you are after needs to be answered in concise language focused on a single objective. You can have multiple what's, they need to be stated separately.
Who?
Who is the intended or target audience?
How much do you know about them?
What change are you after?
What might prevent them from doing what you want?
What are they attracted to?
By knowing and fully considering your target audience, you will have a much better handle on what it realistically will take to achieve your objective.
How?
How will the promotion impact your audience to get the desired result? How will it work? How will they know about it? Will they understand?
The moving parts of the promotion must be considered to make sure the audience will "get it" and the program can be executed.
Even something as simple as how to get a promotional item in the hands of the correct target audience is important to consider. Left to chance, that "hot" new item will end up on the convention floor.
When?
When is the best time to launch? When will I know I've achieved my goal? When do I need to start this? When do I need this by?
By considering these elements, this simple method can lead you to think through the implications of your idea which will enable you to better communicate with your peers, management, and agency.
Effective promotion strategy is a closed loop process. It must tie intention and results. In that way we can prove effectiveness, calculate a return, and enhance our marketing credibility. We can help.
