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Promotional Instruments. PROMOTION PLAN. Expro Engineering The Hague, November 2013 Martin Bitter Exportant Consultants. In Promotion you need :. A clearly defined “ Who buys my products ” (target) A well formulated “ What do I want to tell my customer” ( message ).

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Promotional Instruments

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Promotional Instruments

PROMOTION PLAN

Expro Engineering

The Hague, November 2013

Martin Bitter

Exportant Consultants


In Promotion youneed:

A clearlydefined“Whobuysmyproducts” (target)

A well formulated“What do I want totellmy

customer” (message)

Expro Engineering, The Hague, November 2013


The Situation

You are an exporter of asparagus.

You have decided on your

product – market combination.

3. You have identified a number of

target customer groups

4. You now face the task of getting the attention of your target customers

Expro Engineering, The Hague, November 2013


What to promote?

The product?

The consumption ?

A life style ?

Expro Engineering, The Hague, November 2013


The Targets

Your:

customers

trade partners

industry colleagues / association

competitors

suppliers

financers

………

Expro Engineering, The Hague, November 2013


The Goals

What are your promotion objectives?

Push Sales?

Improve Image?

Improve Reputation?

Create Awareness?

Find Partners / Customers?

Show Opportunities?

Create Interest?

Expro Engineering, The Hague, November 2013


BQI Foods Ltda

Finestqualityfreshandpreserved asparagus

  • BQI Foods wants topromoteits export.

  • Whatwouldyou put in the promotion plan of BQI Foods?

Expro Engineering, The Hague, November 2013


GROUPWORK - ASSIGNMENT

Get together in yourgroupand make a list of the thingsyouwouldliketo put in a promotion plan for the Bolivian Asparagus exporter………

Report back…..

12.00


Elements of a promotion plan

Expro Engineering, The Hague, November 2013


The Plan

Define what goal you want to reach or what reaction you want to cause

Decide to whom you will communicate

Define your message

Define how you will do it

Define what media you will use

Define when you will do it

CLIENT

Expro Engineering, The Hague, November 2013


MeasuringEffectivenesscommunication: AIDAS

  • attract Attention

  • raise Interest

  • create Desire

  • evoke Action

  • create Satisfaction

AIDA : Opera by G. Verdi

Expro Engineering, The Hague, November 2013


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