Advertising & Promotion Course Outline

 Introduction:

Most companies when starting out are familiar with the 4Ps of Marketing; Product, Price, Place and Promotion. I would venture that many focus much of their time and effort on the first three and only ten percent on Promotion. 

Promotion or marketing is viewed as costly, something only the ‘big boys’ or well established companies can afford. What companies fail to realize is that 60% of their time and effort should be on the sales & marketing of the company. Promotion directly correlates to sales, without it, there is no business unless you are extremely lucky or you’ve developed the latest ‘it’ thing!

When times are tough, the first thing that gets cut is the A&P. Big mistake! The A&P budget should be viewed the same as your rent. It’s fixed, a non-negotiable, a given.

Many companies, entrepreneurs or start ups don’t bother to include it in their business plan because they believe they can’t afford it, when the truth of the matter is, you can’t afford NOT to.

 
One Day Workshop Overview:

Participants will learn how to create an effective advertising & marketing campaign for a specific event or create an annual A&P marketing strategy and develop their A&P budget. The strategies will include events, printed promotional materials, free and paid advertisement, joint promotions, word of mouth marketing, networking and online marketing.

 Participants will analyse examples of the techniques and will learn how they can apply the same techniques to their businesses.

           From a list of over 70 ways to market a business, participants will select the techniques that best suit their objectives & budget and then create a cost effective advertising and promotions strategy.

  The workshop learning outcomes include:

Clarify the difference in advertising vs. marketing promotions
Determine company or department marketing objectives
Setting an A& P Budget
Define an IMC campaign (integrated marketing communication campaign)
Review low cost marketing activities available to companies on a small budget
Create the marketing strategy
Determine the company A& P activities that will best achieve their goals and then create a calendar for the year
Creating cost effective below-the-line marketing materials; invitations, direct mailers, brochures, & advertisements
Design, layout and write the copy for a ‘mock advertisement, direct mail or brochure’ for a product/service
Discover how to design contests, joint ventures, tournaments & sponsorships
Creating publicity for your company, product or service
Utilize online marketing to drive traffic to your business
Add a mobile marketing strategy
Implement Social media marketing

Who Should Attend:
Executives, Managers, Retail Managers, Marketing Managers, Entrepreneurs, Sales Associates, Brand Managers and Customer Service Supervisors