Fashion Promotion Plan Objectives Objective #1: – Increase consumer awareness of the company, product, service or brand • Get more people to recognize and recall the name of your brand Objective #2: – Change Consumer Attitudes Objective #3: -Promote New Products • Advertisers want to convince consumers to buy a newer model of the same product. Objective #4: – Persuade consumer to try a sample of the product • When a consumer tries a sample, it must meet or exceed the advertised benefits. • What products have you been asked to sample in stores? – Food, Makeup, Kiosk in mall (hand lotion/nail), Perfume/cologne Objective #5: - Persuade consumers to buy the advertisers product Objective #6: • Create a “regular” user – Convert an occasional user into a regular user Objective #7: -Brand Switching – Persuade a consumer who is loyal to another brand to switch brands. Objective #8: • Expand Target Market – A business may need to reach a different segment of the market. Objective #9: • Increase Sales – All promotional campaigns are meant to increase sales. However, they do this directly or indirectly. • Ex: A sale on an item is meant to directly increase purchase. • Ex: An ad that improves consumers’ attitude about the product will indirectly increase sales. Objective #10: • Increase the number of multiples per transaction – Ex: customers buy more than one item Objective #11: • Encourage frequent purchases – Can be accomplished through “store bucks” (ex: $25 in Kohl’s cash for every $100 purchase) or punch cards (ex: Bruesters frequent buyer card) Objective #12: • Create goodwill – Can be accomplished by partnering with a local charity or business through community service type activities.