POLICY TITLE:
PROMOTIONAL ACTIVITIES POLICIES AND PRODEDURES
ADMINISTERED BY:
GM MARKETING
APPLICABILITY:
ALL MARKETING STAFF
1. Context
1.1.
This document supports the professional image of Global Star Enterprises (GSE) when
planning promotional activities.
2. Purpose
2.1.
Requests for changes or improvements to this document shall be forwarded to the
General Manager, Marketing Division.
3. Choosing the message
3.1.
AIDA formula
3.1.1. Attention – include colourful text and dramatic graphics
3.1.2. Interest – link to needs; offer a possible solution or a possible reward
3.1.3. Desire – activate a positive thought: 'What is in it for me?'
3.1.4. Action – clear directions: 'Mark your calendar'.
3.2.
Message content
3.2.1. How do you appeal to the prospective delegate? Consider the type of appeal
that would be relative for the promotional activity:
3.2.1.1. rational appeal – appeal to the person’s self-interest
3.2.1.2. emotional appeal – provoke emotions that motivate the person
3.2.1.3. moral appeal – appeal to the person’s sense of what is right and
proper.
3.3.
Message structure
3.3.1. How are you going to draw the prospective delegate's attention? The most
effective message structure presents the message first to draw the attention of
the reader. Begin by focusing on what the promotional activity can offer the
reader.
3.3.2. Write text for the promotional activity promotional material with the following
considerations:
3.3.2.1. lead (first paragraph) with a strong message to gain attention
3.3.2.2. include details of goals and objects, topics and speakers
3.3.2.3. include information on the organisation, if relevant
3.3.2.4. write in a clear, concise and lively style
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Promotional Activities Policies and Procedures V1:Feb2011
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3.3.2.5. include a registration form or form to register an interest for further
information; make it easy to respond
3.3.2.6. allow enough room to gain full database details of the participant
3.3.2.7. identify restrictions on text, for example, the size, inclusion of other
items (response card) and costs when considering bulk mail-out.
3.4.
Message design: instructions for the designer
3.4.1. What will entice the reader to the promotional activity message?
3.4.2. Does the front page grab the attention of the target market?
3.4.3. Decide on the headline, text, illustrations and colours.
3.4.4. Does it ‘look professional’; for example, does it use white space for easy reading
and an image to gain attention quickly?
3.4.5. Provide information on the organisation’s profile, image and culture.
3.4.6. Choose paper type and size and design, without losing sight of the budget.
3.4.7. It may be beneficial to obtain three written bids from designers and printers. Also
check references, samples of previous work, and consider their work schedules
in relation to the promotional activity lead time.
3.4.8. Maintain a promotional file with ideas from other events (adapt, don't reinvent
the wheel) and keep a thorough record and samples of the current promotional
program.
3.4.9. Most brochures are printed in two colours, as four-colour printing is more
expensive, but can be very impressive if you have budgeted for this expense.
3.4.10. Convention centres and bureaus and airlines may supply 'shells' to print your
program. This service is either free or provided at a nominal cost. A 'shell' is a
standard brochure (625 mm x 30 mm or 400 mm x 21 mm), which has been preprinted with a few words and pictures covering the promotional activity
destination or airline logo. The remainder of the page is available to print
promotional activity information.
3.5.
Message format: instructions for the public relations consultant
3.5.1. Content needs to be written to suit each media format:
3.5.1.1. advertisers – can use novelty and contrast, eye-catching, pictures and
headlines, distinctive formats, message size, position, colour and
shape
3.5.1.2. radio – choose words, sounds and voices
3.5.1.3. TV – as for radio, but also includes body language, dress, posture and
hairstyle.
3.5.2. The use of a celebrity or personality as a spokesperson for the promotional
activity attracts greater attention and recall, and may also lend credibility to the
event. A highly credible spokesperson can be very persuasive and may
encourage participation through their:
3.5.2.1. expertise – a degree of authority
3.5.2.2. trustworthiness – objectivity and honesty
3.5.2.3. likeability – open, humorous and natural.
3.5.3. Promotional material can range from an article in a professional magazine to a
bulk mail-out, but there are three elements to consider when formulating a
successful promotional strategy:
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3.5.3.1. distribution – How will the package be distributed: mail, fax, email?
3.5.3.2. content – What should be included: covering letter, response card and
agenda with names of speakers?
3.5.3.3. follow-up – Encourage further communication by telephone, or by
follow-up email to create a relationship and confirm attendance.
4. Plan promotional activities
4.1.
Identify promotional activity – the promotional activity must be compatible with GSE
organisational requirements
4.1.1. decide on marketing mix – consider the 4 P’s – product, price, promotion and
place
4.1.2. consider the marketing plan – market segmentation, differential advantage and
positioning
4.2.
Identify promotional objectives – each promotional activity must have goals and
objectives, these objectives must be

established

clarified

realistic
5. Coordination of promotional activities – to hold a successful promotional activity you must
ensure that you identify personnel and resources required.
5.1.
Identify staff requirements – brief staff using a promotional briefing document
5.2.
Set timelines
5.3.
Identify resources – ensure staff are aware of their roles and responsibilities regarding
attaining these resources
6. Promotional Mix
6.1.
A blend of the major promotional activities can be used to achieve advertising and
marketing objectives including:

advertisements

client functions

employee functions

media announcements

product launches

web pages
7. Review and analyse promotional activities
7.1
All promotional activities must be analysed to establish whether or not the activity has
been effective. The following things must be assessed:
7.1.1 Was the activity planned well, did it run smoothly, what was learnt?
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7.1.2
Timelines involved in the planning process
7.1.3
How did the promotional activity impact on our business
7.1.4
Analyse the cost per thousand – e.g. divide the entire expenditure by 1,000
to enable comparison with previous promotional activities
Report on promotional activities
8.1 The data collected about the effectiveness and costs of a promotional activity allows
GSE to prepare conclusions and recommendations for similar events in the future. A
full report must be compiled at the completion of each promotional activity and
forwarded to the GM Marketing. The report must include:
8.1.1
A full description of the promotional activity:

names and roles of staff involved

the planning process including timelines

the budget and eventual cost of the activity

the structure of the activity

the purpose of the activity

the desired outcome of the activity
8.1.2 A description of how the promotional activity was evaluated and how the
evidence of this was collected including:

a summary of the evidence

an analysis of costs compared to the benefits using the cost per
thousand method
8.1.3 Conclusion based on the evidence which covers:

the effectiveness of the activity

the effectiveness of the planning process
8.1.4 Final recommendations and suggestions for future promotional activities
9
Legal requirements – all GSE promotional activities must be held in accordance to the
following legal requirements:
9.1
access and equity principles and practices
9.2
confidentiality, privacy and security requirements
9.3
ethical standards
9.4
OH&S policies, procedures and programs
9.5
Codes of practice
9.6
environmental issues
Global Star Enterprises is a fictional company created for educational and training purposes only.
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