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these points in mind when developing a promotion marketing program using
incentives: |
1.
Recognize that consumer incentives work as part of an overall program and
have to be integrated with other marketing and communication efforts.
2. Understand that the type of award you select is critical;
it must provide a true value to the recipient and reflect the highest standards
of integrity.
3. Set clear, realistic goals and a manageable means of
tracking results. Don't bet on achieving goals that have never before been
accomplished. Review your company's past promotional history for what has
worked, what hasn't, and why.
4. Consider the types of outside suppliers required; work
with reputable vendors who will deliver what is promised on time.
5. Create and communicate legitimate excitement; never
resort to deceptive hype. Make sure rules and conditions are clearly spelled
out.
6. Review the strengths and weaknesses of your product
or service and make sure the incentive program isn't an attempt to mask
a fundamental problem.
7. Identify types of consumers, middlemen, or employees
who will be instrumental in achieving your goals; make sure they are considered
in your planning and communication efforts.
8. Check your promotion for legal issues.
9. Communicate regularly with people essential to the promotion;
keep your sales force excited.
10. Evaluate your promotion against your objectives. |
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