TACTICAL PROMOTION
Tactical Promotion: Constantly Changing
This article is a modification of one addressing marketing and promotion of profit and non-profit organizations realizing that it’s more than strategic ads!
It does not matter if you are a creative professional or corporate executive, establishing and sustaining strong associations is vital in effective tactical promotion. As an author or artist, you are usually a sole proprietor; as the CEO of an organization, you are the leader of a team. In both positions, providing multiple experiences that are positive and memorable for prospective as well as established clients is vital to encouraging repeated interaction with you…which translates into greater profitability.
Therefore, it is vital to shape marketing and promotional programs that go beyond individual advertisements and events. Whether working alone or in tandem with an organizational team, dynamic and fresh ideas can emerge from surprising sources!
The following list can help you in reviewing aspects of your operational and promotional planning.
ESTABLISH & STRENGTHEN YOUR BRAND
~ Consistently use your logo and slogan (limit of one each) to reinforce branding identity.
~ Utilize identifying colors when possible (allowing for differences in print and Internet identification coding).
~ Employ your corporate font where appropriate; coordinate with others that are easily read in both hardcopy and on-line formats.
SCHEDULE MARKETING BY THE YEAR
~ Analyze past advertising and promotion to determine successful content and design elements.
~ Seek optimal times and venues to yield measurable results from advertising investments.
~ Choose promotional programs to attract new clients plus reward incentives for established clientele.
~ Add a new promo element each year that enhances community and/or non-profit interaction.
~ Allow for unexpected promotional opportunities in your annual budget.
COORDINATE PROMOTIONAL MATERIALS
~ Consistently use the same version of logos for all signage, communication and promotion.
~ Harmonize tones and shades of colors, throughout signage and all promo materials.
~ Encourage all staff, volunteers and supporters to employ the same language when describing your organization, your operations and special events.
GROOM FACILITIES (PHYSICAL & VIRTUAL) FOR SUCCESS
~ Consider the fact that facilities reflecting your industry will reinforce a client's positive response to your advertising and promotional events.
~ Signage should mirror all other branding elements and should be well maintained.
~ Ensure that on-site and telephone conversations, as well as your outgoing voice mail message, are welcoming, positive and helpful.
~ Establish professional standards for appearance--even if casual in style--and behavior of staff and/or volunteers that reflects and reinforces your desired image.
Plotting Your Promotional Roadmap…
What seasonal, special event, or ad-driven accents will
encourage your clients and other visitors to linger a while?
~ Regularly compare your most recent business plan with your daily operations... maintaining a file of potential, as well as past, promotional projects, with specific details of design and operational elements.
~ Ensure you shape each aspect of public relations and marketing campaigns to meet specific goals!
~ To save time, money and energy, jump-start the impact and appropriateness of your branding consultant by being forthright about your goals, summarizing past promotional successes, and defining your design preferences.
A successful writer blends savvy and aptitude in applying creative vision and well-honed skills to shape energizing words that stimulate their audience's ability to fully absorb their message in a pleasant style.
For further ideas for enhancing self-promotion, visit:
Strategic Branding, Media Releases, and Event Planning
For tips on refining your writing and marketing your completed projects,
please visit Jeanne’s website periodically!
