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THE PROMOTIONAL PLANNING PROCESS
Developing and implementing an effective promotional
program requires good planning. The first step is to design
a promotional plan that provides a solid blueprint for the
development, implementation, and control over your company’s
integrated marketing communications program. At MZInc., we
begin promotional planning by deciding on the role and function
of each component in the overall promotional mix. We then
develop strategies for each part, and, finally, put the plan
into motion. Promotion is only one part of, and has to be
integrated into, the overall marketing plan and program.
Review of the Marketing Plan
We begin the IMC planning process by reviewing the marketing
plan and goals. At MKInc., we believe that before developing
a promotional plan, we need to understand where our clients
have been (their history), their current position in the market,
where they want to go, and how they’d like to get there.
Most of this information should be included in the marketing
plan, a document describing the overall marketing strategy
and the programs developed for a company, a particular product
line, or a brand.
Marketing plans take many forms, but all include five
basic elements:
- A detailed situation analysis, consisting of an internal
marketing audit and review, and an external analysis of
the market competitors and environment;
- Specific marketing goals providing direction, a time frame
for completion, and specifying mechanisms for evaluating
performance;
- A marketing strategy and program that includes selection
of target markets, as well as decisions, and plans for the
four elements of the marketing mix;
- A program for implementing the marketing strategy, including
determining specific tasks to be performed and identifying
who has responsibility for each task;
- Developing a feedback loop. That is to say, a process
for monitoring and evaluating performance and providing
feedback, so that effective control can be maintained and
any necessary changes made in the overall marketing strategy
and/or tactics.
The promotional plan is a critical component of the overall
marketing strategy. Promotional planners need to know what
the role advertising and other parts of the promotional mix
will play in the overall marketing program. Drawing up a promotional
plan is analogous to developing a marketing plan, and often
uses the latter’s detailed information. Promotional planning
focuses on information within the marketing plan that is relevant
to the promotional strategy.
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