WEBVTT 1 00:00:03.000 --> 00:00:06.513 Welcome to part two of the promotion video lecture. 2 00:00:10.440 --> 00:00:12.030 So now we're going to talk about 3 00:00:12.030 --> 00:00:15.060 how do you put all this into action? 4 00:00:15.060 --> 00:00:17.010 And when you think about these five points, 5 00:00:17.010 --> 00:00:18.270 who's your target? 6 00:00:18.270 --> 00:00:20.580 What are your objectives? What's your budget? 7 00:00:20.580 --> 00:00:21.870 What's your theme and message? 8 00:00:21.870 --> 00:00:25.020 And how do you control and evaluate 9 00:00:25.020 --> 00:00:28.143 and make sure that it's having the impact that you want? 10 00:00:30.330 --> 00:00:32.580 So first, you want to think about, 11 00:00:32.580 --> 00:00:36.900 we talked a great deal about segments and targets, 12 00:00:36.900 --> 00:00:41.760 but now think about is it them that you're trying to reach? 13 00:00:41.760 --> 00:00:44.250 Are you trying to reach people for the first time? 14 00:00:44.250 --> 00:00:48.420 Are you trying to reach opinion leaders or influencers? 15 00:00:48.420 --> 00:00:50.943 Who are you trying to reach? 16 00:00:52.290 --> 00:00:57.187 Next is, which of these three A's are you going for? 17 00:00:58.560 --> 00:01:01.200 Are you just trying to build awareness? 18 00:01:01.200 --> 00:01:04.650 You want favorable attitudes? 19 00:01:04.650 --> 00:01:08.640 Ar do you want them to actually buy and take that action? 20 00:01:08.640 --> 00:01:12.780 And we're gonna talk about SMART objectives, 21 00:01:12.780 --> 00:01:17.780 which is an acronym for specific, measurable, 22 00:01:18.540 --> 00:01:21.813 achievable, realistic, and time-bound. 23 00:01:23.610 --> 00:01:27.210 So here's a little bit more detail of these, 24 00:01:27.210 --> 00:01:31.380 that it should be specific of what you wanna have happen. 25 00:01:31.380 --> 00:01:33.300 You wanna be able to measure it. 26 00:01:33.300 --> 00:01:37.560 It should be something that is achievable. 27 00:01:37.560 --> 00:01:42.150 Sometimes, the R is also relevant. 28 00:01:42.150 --> 00:01:47.150 So can it be achieved, as well as is it relevant 29 00:01:49.710 --> 00:01:54.150 to the overall sort of mission? 30 00:01:54.150 --> 00:01:55.380 And then time bound, 31 00:01:55.380 --> 00:02:00.303 when do you want this to occur, by when? 32 00:02:02.160 --> 00:02:04.710 So here's an example of a not SMART 33 00:02:04.710 --> 00:02:09.710 and a much more SMART objective for my class. 34 00:02:13.530 --> 00:02:15.540 Next is the budget. 35 00:02:15.540 --> 00:02:19.230 There's four main options of what to spend. 36 00:02:19.230 --> 00:02:22.470 Some just do as a percent of sales, 37 00:02:22.470 --> 00:02:26.220 which is pretty easy to do, but it may not pay for itself. 38 00:02:26.220 --> 00:02:29.644 You may wanna just match your competitors. 39 00:02:29.644 --> 00:02:34.290 Some just do, at the end of the month, all that's left. 40 00:02:34.290 --> 00:02:37.200 Or to think about what is the objective 41 00:02:37.200 --> 00:02:40.893 and how much money does it take to accomplish that. 42 00:02:43.440 --> 00:02:46.350 Next, you wanna make sure that your theme and message 43 00:02:46.350 --> 00:02:51.350 is tightly targeted to your position in the marketplace. 44 00:02:51.720 --> 00:02:55.440 That it really reinforces who you are, 45 00:02:55.440 --> 00:03:00.440 what the customer gets when they buy from you, 46 00:03:01.080 --> 00:03:05.220 and sort of reinforces your brand of what you're known for, 47 00:03:05.220 --> 00:03:09.360 what promise that you're making. 48 00:03:09.360 --> 00:03:12.840 It'll teach a lot by the target and the media. 49 00:03:12.840 --> 00:03:16.380 And three very well known types of appeals 50 00:03:16.380 --> 00:03:19.620 are sex, fear, and humor. 51 00:03:19.620 --> 00:03:21.930 And I think you can think of advertisements 52 00:03:21.930 --> 00:03:25.500 that have one or more of all three of those, 53 00:03:25.500 --> 00:03:27.453 sex, fear, and humor. 54 00:03:30.540 --> 00:03:33.063 Then you circle back. 55 00:03:34.050 --> 00:03:36.690 Was your objective met? 56 00:03:36.690 --> 00:03:38.610 Think about your SMART objectives, 57 00:03:38.610 --> 00:03:43.610 measurable, did you build awareness, 58 00:03:44.340 --> 00:03:48.930 meet a sales target, get people into the door, calls, 59 00:03:48.930 --> 00:03:52.383 where you can use before and after tests and other means. 60 00:03:54.210 --> 00:03:57.990 So one way of thinking about it is the return on investment 61 00:03:57.990 --> 00:04:01.833 of how much benefit did you get per cost. 62 00:04:04.170 --> 00:04:07.560 So again, you wanna think about is the benefit, 63 00:04:07.560 --> 00:04:08.823 where does it fall? 64 00:04:09.660 --> 00:04:13.350 Do you want them to know, like, or trust you? 65 00:04:13.350 --> 00:04:16.260 Do you want them to be aware, to have attitudes, 66 00:04:16.260 --> 00:04:18.483 or take an action? 67 00:04:20.400 --> 00:04:23.460 And here are a number of outcomes. 68 00:04:23.460 --> 00:04:26.783 Total sales, new orders, new customers, 69 00:04:26.783 --> 00:04:30.570 a series of actions, like to go into your store, 70 00:04:30.570 --> 00:04:35.570 to join the email list or an increase of awareness. 71 00:04:38.280 --> 00:04:42.780 And there's a number of ways that you can measure awareness. 72 00:04:42.780 --> 00:04:46.380 Ad recall, have they heard of you? 73 00:04:46.380 --> 00:04:49.410 If you say name one, are you one? 74 00:04:49.410 --> 00:04:54.410 Their favorability, whether they remember the message 75 00:04:54.630 --> 00:04:56.910 and associate it with you, 76 00:04:56.910 --> 00:04:59.943 how likely they are to to buy the thing. 77 00:05:02.250 --> 00:05:06.000 And ways to do that is to get them to you 78 00:05:06.000 --> 00:05:09.450 through the different means, different codes, 79 00:05:09.450 --> 00:05:14.450 URLs, QR codes you can say mention this ad, 80 00:05:18.150 --> 00:05:20.800 and again, here are the SMART objectives 81 00:05:26.070 --> 00:05:27.723 and this is what we did. 82 00:05:30.180 --> 00:05:34.020 That is the end of part two and the end of this section. 83 00:05:34.020 --> 00:05:34.853 Thank you.