How do you ensure a coordinated promotion effort?

5 things to consider to ensure a coordinated promotion effort: 1. Set clear goals and objectives: Once you know your goals, you can start to develop a promotional mix that will help you achieve them. 2. Have a clear plan: Create a communication plan that outlines how you will communicate with your target audience about your promotion, including the tools you will use. 3. Maintain consistency: Your promotional messages should be consistent across all channels. 4. Measure the results: Track the results of your promotional campaign so you can see what's working and what's not. 5. Get input from stakeholders. You should get input from all of the stakeholders involved to create a campaign that is aligned with business goals.

I had a short conversation yesterday with a DJ for a local radio station on behalf of one of my customers who is running promotions on their station for $500/month. It is a perfect example of what happens when you don't take charge of your own marketing and do the work necessary to outline your targets and your goals. The DJ is well-known with a massive influence, but the ads are not currently working? Why? The DJ is 'winging-it' each time he speaks about the funeral home making it impossible to hone-in on the copy that actually works. The call-to-action is to call the funeral home to get started on planning your funeral. This is far too much to ask too soon. We need more clarity and we need to create an easier way to take action.

To ensure a coordinated promotion effort, define clear goals first. Identify target audience, choose suitable channels, and create a cohesive message. Establish a timeline, assign responsibilities, and maintain open communication among team members. Regularly track and analyze performance metrics to adjust strategies as needed.

One of the key reasons driving the necessity for defining your TG, is Re-targeting. It is a crucial part of a comprehensive marketing strategy. By isolating your core Target Group, you can endeavour to consistently send across your Key Messaging. A few questions that can be kept in mind then, focusing on demographics and psychographics, are: Demographics- Is region a factor in your Re-targeting campaign? Are there particular patterns and noticeable clusters from the demographic analysis Psychographics- How many platforms allow you to target the specific psychographics that you've noticed in your TG? (There will be crucial to your execution strategy)

Staying with the example I used above about the unfocused radio ad, the other big problem is that even the high-end of the age demographic for the audience is not quite in the sweet-spot for the 70+ year olds who are more likely to be ready to plan their funerals. The ad is being broadcast to the wrong market. Or, the ad needs to be totally re-structured in a way that truly speaks to the younger individual and the reasons they might want to pre-plan their funerals.

Once you know your targets. I mean really know them. Then you can begin the excruciating work of creating copy that will drive them emotionally and get them to take action. The only way you can develop this message effectively is to know who you are creating this message for and what truly motivates them to buy. Most messaging is far too broad, and very far away from what keeps your prospects up at night.

To coordinate your promotion efforts effectively, select the most suitable promotional tools. Consider which tools align with your message, audience, and budget, ensuring they complement each other to optimize reach, frequency, impact, and cost.

One thing I have found helpful is exploring how different promotional tools can complement and reinforce each other within a strategic framework. Consider tools in each of the below spaces:- ??Advertising (Digital and Traditional) ??Public Relations (PR) ??Sales Promotion ??Direct Marketing ??Personal Selling ??Social Media Marketing ??Content Marketing ??SEO and SEM ??Events and Experiential Marketing ??Influencer Marketing

To have a coordinated promotion effort, this article skipped a key point: after defining your goals, have a meting with everyone involved in the promotion efforts and make them clear, communicate. A coordinated effort must have very clear communication and an aligned team, or your strategy just won't work.