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Make Strategy Decisions
Develop Promotion Strategy
Once
you know your product and its benefits, the barriers you need to overcome, and
the best placement of products, materials, messages, or services, then you can
think about how you will promote that package. Mass communication may or may not
be the most appropriate method of promotion. If your target audience is fairly
broad and well-represented in the general population, you may want to think
about options such as radio and TV commercials, advertisements or billboards.
Other options include newsletters, announcements, and word of mouth. In most
cases, if you've narrowly defined your target audience, you should be able to
find effective methods of communicating to them that are reasonably priced.
Person-to-person communications, Web sites, social networking sites, newsletters,
and group meetings are just a few examples of other means of communicating with
smaller target audiences.
Page 46 of 48 in Strategy Development
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