6 Ways to Make Your Promotional Plan or Campaign EPIC
The competition season is right around the corner and many DECA members are beginning their EPIC projects for this year.
If you’re working on a promotional plan or campaign, consider the following tips and ideas as you’re putting together your project:
1. Length of Time
One important part of a promotional plan or advertising campaign is to specify how long the plan is for and go into detail accordingly. Decide is your plan short term or long term? Judges want to know that you are thinking about the actual real world applications of this plan.
Keep in mind the two cycles: seasons and product life. Different events and plans should be targeted toward each season and the holidays and stereotypes that come with them. One example is for a winter event, a restaurant’s promotional plan may have an early holiday dinner, while in the summer you could have an event outside the store with face painting and water games. Also keep in mind the product/promotional life cycle, which is introduction, growth, maturity, and decline. Reference this in your plan and remember to do research on your product or company and the typical amount of time of each part of the lifecycle.
In addition to promotions and sales, events are a great way to add a new element to the plan. While events can be pricey, they are a great way of showing community involvement and social responsibility. Partnering with other businesses can increase customer flow to the event and thus name recognition.
4. Social Media
Part of every promotional plan or campaign is advertising media and a large part of advertising currently is social media. Talk about this in both your paper and presentation to show your judges that you are going to successfully access your target markets through social media and other advertising methods.
5. Return on Investment
In order to show judges that you understand the real world impact of your campaign, you should do research and calculate return on investment. ROI should be both quantitative (with numbers) and qualitative (with discussion about brand recognition and a foundation for future campaigns). This does require work with numbers, but will earn you major points in the judge’s book.
ROI is calculated by the equation: gain of investment minus the cost of investment and then divided by the cost of investment.
Finally make sure the paper and presentation are nice to look at and appear professional with both a color and font scheme. Also, use technical jargon in the written paper and the presentation to show you have done your homework. Lastly, think about what to hand your judges during the presentation (a brochure, business card, an iPad with a mock website).
With these tips in mind, your promotional plan or project will be an EPIC success!
Follow Jenna on Twitter @MillbrookDECA.