What goes into an Advertising Plan?

What percentage of each media is to be used in your overall advertising package?

• Television
• Radio
• Newspapers
• Magazines
• Billboards
• Public Relations
• Co-operative advertising with wholesalers/retailers
• Internet Marketing
• Other

Branding What brand image are you trying to build?

• Brand is a promise of a repeatable experience that gives a consumer.
  • What is your current brand in the market place?
  • How do customers perceive you? Is it accurate?
  • What do you want your image to be
• Top-of-Mind Awareness (TOMA)
  • What is the first company (product) that comes to mind when you are considering buying this?
  • Who else?
  • If you are not in someones mind, they wont buy from you.

What goes into a Sales Plan?

• Selling
  • What type of sales persons are to be usedfood brokers, commissioned salespersons, etc.?
  • What tools are to be provided to salespersons to assist getting orders (volume discounts, purchasing shelf space, etc.)?
  • Will a sales training program be offered?
    • AIDA Attention, Interest, Desire, Action
  • How will sales effectiveness be measured?
  • What incentives will be offered to salespersons for new accounts, achievements?
• Sales Promotion Programs
  • What sales promotion activities are planned?
  • Point of purchase displays/sales aids
  • Samples
  • Coupons
  • What costs are associated with each?

What are types of Publicity?

• Endorsements
• Testimonials
• Referrals
• Truck signs

What is a Public Relations Plan?

• Networking Events
• Conferences
• Charity Events (Sponsorships)

Budget

• How much is budgeted for year 1 in each category?
• Determine break-even point for any additional spending.
• Projected results of the promotional programs?