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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 ). - PowerPoint PPT Presentation
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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
