PROMOTIONAL PLAN

Advertising:-

Brochures

Local paper

Local TV and Radio

Magazines

Local Farm Marketing Association

Publication

Promotional events.

Signage

Road Side Sign

Vehicle Sign

Farm Days / Events

School Tours

Flower Show , Fruit and Vegetable show.

Utilizing Web –Base Tools

Online

Web Page

Blogs

Face Book or Twitter

You Tube if open

Five Promotion Tools

1. Advertising

+ Paid communication - TV, radio, newspaper, etc.

+ Change mind don’t change behavior

 + Select the appropriate media -What do they listen? What do they read?

2. Sales promotion

+ Coupons, in-store displays, trade shows, samples, in-store demonstrations, and

contests.

+ Change behavior - Most recalled advertisement

Supplement and coordinate efforts in the advertising and personal selling efforts

3. Public relations

+ Non-paid communication presented by the media.

Publications, Events, News, Community involvement, Identity media, Lobbying activity, etc.

+ Create a positive image

4. Direct marketing/mailing

+ Most Targeted

+ Database marketing

5. Personal selling

+ Employee is your most important asset

+ Don’t forget training

+ Design a Multi-Media
Promotion Strategy

+ Target market demographics

+ age, gender, location, education, occupation, income level, household type,

marital status

+ Be conscious of psychographics (motivators)

+ needs, values, buying styles, cultures, interests

+ Consider your differentiation marketing position

+ Be Small Don’t Have to Look Small

+ Communicate & Celebrate

 + Don’t forget your customers and don’t let customers forget you!

+ Effectiveness of Marketing Tools

5
4.5
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4 3.7 3.6
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3 2.8

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When to Promote?

% of Surveyed Direct Marketing Sales, by Month

 Monthly Sales as % of Total Industry Sales

18 17
16
16
Percent of Total Sales

14 13 13

12 11 11
10

8
6
6 5
4
4 3
2 1 1
0
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec