Promotional Instruments

Trade Fair Selection

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)

Expro Engineering, The Hague, November 2013

The Situation

1. You are an exporter of asparagus.

2. 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 wants to promote its export.

• What would you put in the promotion plan of BQI Foods?

BQI Foods LtdaFinest quality fresh and preserved asparagus

Expro Engineering, The Hague, November 2013

GROUPWORK - ASSIGNMENT

Get together in your group and make a list of the things you would like to put in a promotion plan for the Bolivian Asparagus exporter………

Report back…..

12.00

• Elements of a promotion plan

Objectives Target groups

Tools Timing Messages

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

attract Attention

raise Interest

create Desire

evoke Action

create Satisfaction

• Measuring Effectiveness communication: AIDAS

AIDA : Opera by G. Verdi

Expro Engineering, The Hague, November 2013