The ABC’s of Planning
There is, however, a critical step-by-step path for analyzing any promotional idea before it should be seriously considered.
Begin by asking yourself what it is you really plan to accomplish by holding the promotion. Is it for exposure and image-making; to generate immediate income; to test-market future promotional plans; to please the boss? In short, what, really, is the objective of the promotion?
Then ask yourself if you really know what makes a good promotion. Here are some of the determining factors:
- The timing in relation to peak and slow periods.
- Compatibility with your image needs.
- Potential market-reach penetration.
- Degree of visibility.
- Return on investment.
Now that you have some understanding of what makes a good promotion, here are the ABC’s of how to go about it.
- Make an objective appraisal of your operation itself—your competitive advantages and weakness—utilizing your consumer profile.
- Define the promotion with a point-by-point description of what is to take place.
- Identify the objective and if you can’t do so, now is the time to quit.
- Develop a countdown, including every step or involvement—who, what, when, where and why—no matter how small.
- Establish a realistic budget, taking into consideration first of all the budgeted and real costs, then the opportunity costs (lift use, prizes etc.), hidden costs (staff time, telephone) and finally the follow-up costs.
- Spell out the responsibilities. Who does precisely what? And it is here that you can obtain that good or bad mix that will either make your promotion succeed or fail.
- Prepare for follow-up because as a businessman you must know if all pertinent audiences were reached and what their response was; if you received the desired publicity before, during and after; how well you accommodated unforeseen circumstances and, finally, how close you came to your budgetary allowances.
While considering the specifics of the promotion itself, remember that there are two factors or attitudes that will be critical to its success: priority and discipline.
“Priority” simply means that you must work against some fixed and generally irrevocable yardstick or the time and opportunity will be frittered away.
“Discipline” means the guts to stick to a plan and not be seduced by peripheral projects or ideas, the spontaneity of which is always more appealing than the drudgery of a long-range, programmed commitment.
The third critical factor comes after the promotion, and that is “evaluation.” Look yourself straight in the eye and ask, did it really work? Is your sense of elation born out of the relief that everything went off in style and you’re glad its over, or out of the fact that you have attracted more skiers to your area? If you’ve followed the critical path, chances are the answer will be the latter.
