promotional plan for building & home improvement expo
TRANSCRIPT
Promotional Plan for Building & Home Improvement EXPO
Introduction
Company Background Promotional Plan Action Plan Review & Report Plan
Company Background
Ferro Homes is a progressive Australian building company with history spanning half a century.
Ferro Homes prides itself for its innovative designs, which reflect the changing lifestyle of Australians.
Promotional Plan
Good brand awareness Media Advertisements Media write-ups Experts’ recommendations Word-of-mouth Its display houses
2.1 Promotional Objectives
The objectives of the EXPO Increase brand awareness Generate leads Foster business relationships with
current a potential partners Gather marketing intelligence on the
competition.
2.1Promotional Objectives (CON.)
The success of these promotional
objectives are to be quantified
50% of successful brand awareness/recall by visitors to the EXPO
300 leads from potential clients collected during the EXPO
The success of these promotional objectives are to be quantified (CON.)
500 contacts made with business partners
Marketing intelligence collected from competitors in terms of pricing, designs and promotions
2.2 Promotional Message
Ferro Homes is showcasing new designs at the Building & Home Improvement EXPO.
2.2 Promotional Message (CON.)
Visitors to the EXPO will receive vouchers, which can be redeemed later when they decide to build their homes with Ferro Homes.
Visitors can redeem any one of the three vouchers.
These vouchers are worth $5000 each, including a choice of upgrade from laminate kitchen top to marble kitchen top or a third garage or reverse cycle air-conditioner for a single-storey home.
2.3 Promotional Activities
This will take place 6 weeks before theBuilding & Home Improvement EXPO
Promotional activities
Newspaper Advertisement in The Herald Sun
The Herald Sun is chosen because it is the most widely read newspaper in Melbourne, with readership of 1.3 million http://www.mediaworksasia.com/publication/detail/000000038/page1/
Promotional activities(CON.)
It is proposed that the quarter page color ad runs consecutively for 3 Sundays.
This will cost : $25,000 x 3 = $75,000 (The Sun Herald Advertising Rates 2008).
Promotional activities (CON.)
Listed in the Advertisement of the EXPO Cost
Cost = include in the rental
Promotional activities (CON.)
Internet on the company’s website www. ferrohomes.com.au (cost already included as part of the website maintenance and upgrade cost)
Promotional activities (CON.)
Google front page ad when people google homes, building, builders, EXPO
Cost = $1000
Promotional activities (CON.)
Brochures to be given away at the EXPO
♠ Design = $5000♠ Printing (full color 5000 copies) =
$20,000♠ Total Cost = $25000
Promotional activities (CON.)
Public Relations-Writing press releases to the media
All newspapers Television channels Radio stations Announce new designs, which will be
showcased in the EXPO
Action Design of EXPO Booth
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Discuss design with EXPO company and company management
Confirm design
Provide images and posters to EXPO company
Liaise with EXPO company
Ensure booth is up to expectation
Your name Your name
Petr Kratky
Petr Kratky
Petr Kratky
ActionNewspaper Ad
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Prepare advertising brief to issue to ad agency
Booking of Ad space with The
Herald Sun
Look through advertising creative with management
Decide on the creative
Ad appears
Ad appears
Ad appears
Your namePetr Kratky
Your name Management
Ad agency Ad agency Ad agency
ActionEnsure that name of company appear on all
communication materials with EXPO
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Who
Check with EXPO organizer and verify if necessary
Tomas
Kovar
ActionA new webpage is added to the company’s website on the
EXPO activity and our promotion (vouchers for EXPO)
Week 1 Write the new webpage Design new webpage and put it up on the
company’s website
Who Your name Technical Department
ActionGoogle front page ad with new ad words
Liaise with Google Your name
ActionBrochures
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Issue brief and images to ad agency
Ad agency revert with design
Choose design of brochures and edit text
Print Brochures completed and delivered
Ensure brochures are ready for distribution to the EXPOstaff
Your name Ad agency Management and Your name
Management and Your name
Printing company and Simon Dean
Petr Kratky
Action Public Relations
Week1
Week2
Week3
Week4
Week5
Week6
Write and send press release with press pack
Follow-up with individual media to ensure media coverage
Your name Your name
ActionStaff members for the EXPO
Week1
Week2
Week3
Week4
Week5
Week6
Write out responsibilities for staff needed at the EXPO
Seek nominations from other department managers for their staff to be stationed at the EXPO
Brief staff members
Finalize logistics
Final brief to staff members
Your name Your name and department managers
Your name Your name Your name
Review & Report Plan Review the promotional plan every step of the
way so as to maximize success
The review strategy is divided into before the EXPO during the EXPO and after the EXPO.
Review & Report Plan (con.) Before the EXPO, the promotional plan goes as
planned in terms of timing, budget, human resources and strategy.
If not, there is a need to question why this is so and take appropriate actions accordingly.
Review & Report Plan (con.) Review is important during and after the EXPO
as it gives the company an opportunity to collect feedback on the ground.
Feedback collected this way is often seen as objective and unbiased.
The feedback to be collected is from the following sources
Feedback collected(1)What Who Where How When Why
Number of visitors to the EXPO
Petr Kratky – Marketing Executive
Information can be collected from EXPOorganizer
Through the report provided by EXPO organizer
Shortly after the EXPO
To determine feasibility of participating in the EXPO
Number of visitors to company’s booth
Tomas Kovar – Marketing Executive
At the booth
Number of brochures given out during the EXPO
Shortly after the EXPO
To determine feasibility of participating in the EXPO
Number of interested visitors of the company’s products
Tomas Kovar – Marketing Executive
At the booth
Number of names and contacts collected during the EXPO
Shortly after the EXPO
To determine visitors’ interest of company’s brand
Feedback collected(2)What Who Where Wow When Why
Number of interested suppliers to work with the company
Tomas Kovar – Marketing
Executive
At the booth Number of names and contacts collected during the EXPO
Shortly after the
EXPO
To determine suppliers’ interest of company’s brand
Competitors’ popularity
Petr Kratky At the EXPO Walk around the EXPO and determine visitors’ interest of other builders and builders’ activities Collect competitors’ brochures
Write a report shortly after the EXPOCompare competitors’ marketing with ours
To monitor competition
Brand awareness and interest of the company from potential
customers
Petr Kratky & Tomas Kovar
In the office Telephone survey of visitors who provide their
names
2 weeks after the
EXPO To determine brand awareness and determine if there is anything else to do better the next time
Feedback collected(3)
What Who Where How When Why
Review promotional budget
Your name Review promotional budget
In the office
Accounts department
Shortly after the EXPO
Review if we exceeded budget or where we could have spent budget better
Review human resource strategy
Your name In the office Human Resource Department and other department managers
Shortly after the EXPO
Review if we could have better used our human resource
Feedback collected(4)What Who Where How When Why
Review entire promotional strategy within marketing department
Your name In the office Petr Kratky& Tomas Kovar
3 weeks after the EXPO
Report the review outcomes, including the telephone survey
Report the review
Your name In the office With management and other department managers
4 weeks after the EXPO
Share the information collected with other department managers and determine if their goals have been met, such as interest generated for sales department to do follow up
Collate the review and feedback from other department managers
Your name In the office With management and other department managers
5 weeks after the EXPO
Record the information shared among all managers and lessons learnt for improvement in the future.
Conclusion This plan lists down the goals and the
operational plan of the company with regards to the EXPO as well as the review and the report after the EXPO.
Provide a map for everyone concerned in the company relating to supporting the EXPO as an important promotional tool.
Questions?
Thanks !
27 April 2011