Sales & Marketing Management

Of course, details will be different for every business and will vary for every
event.

It takes quite an effort to put on a promotional event.

Too often, a business will not do the best job of planning and executing an

event and then wonder why customers did not flock to the door.

If possible, you should delegate a person or a team of people in your business
to coordinate all of the necessary details to make the event successful.

If this is not possible, and the budget permits, hire a special event

coordinator to do it for you. You may find that it is money well spent.

Special promotional activity

Special promotional activity covers literally anything and everything that falls
outside of regular media activity.

All of these examples of special promotional activity can be effective.

However, they all should be part of a coordinated media plan.

Many businesses do some or all of the items mentioned above in an
uncoordinated way and they lose much of the desired effect.

Some examples are:

Press releases

Free publicity in editorials or

business columns

Free publicity in connection with

and support of community

events

Free publicity obtained by

volunteering the use of the

business to support a charitable

purpose

Other examples involving more

expense are:

Sponsorship of sports teams

Sponsorship of cultural events

Production of brochures, data sheets,

product manuals, and other

company literature

Goodwill giveaway items for general

use or for special customers such

as pens, memo cubes, key

chains, T-shirts, or jackets

Telemarketing