-: Welcome to part two of the promotion video lecture.
So now we're going to talk about
how do you put all this into action?
And when you think about these five points,
who's your target?
What are your objectives? What's your budget?
What's your theme and message?
And how do you control and evaluate
and make sure that it's having the impact that you want?
So first, you want to think about,
we talked a great deal about segments and targets,
but now think about is it them that you're trying to reach?
Are you trying to reach people for the first time?
Are you trying to reach opinion leaders or influencers?
Who are you trying to reach?
Next is, which of these three A's are you going for?
Are you just trying to build awareness?
You want favorable attitudes?
Ar do you want them to actually buy and take that action?
And we're gonna talk about SMART objectives,
which is an acronym for specific, measurable,
achievable, realistic, and time-bound.
So here's a little bit more detail of these,
that it should be specific of what you wanna have happen.
You wanna be able to measure it.
It should be something that is achievable.
Sometimes, the R is also relevant.
So can it be achieved, as well as is it relevant
to the overall sort of mission?
And then time bound,
when do you want this to occur, by when?
So here's an example of a not SMART
and a much more SMART objective for my class.
Next is the budget.
There's four main options of what to spend.
Some just do as a percent of sales,
which is pretty easy to do, but it may not pay for itself.
You may wanna just match your competitors.
Some just do, at the end of the month, all that's left.
Or to think about what is the objective
and how much money does it take to accomplish that.
Next, you wanna make sure that your theme and message
is tightly targeted to your position in the marketplace.
That it really reinforces who you are,
what the customer gets when they buy from you,
and sort of reinforces your brand of what you're known for,
what promise that you're making.
It'll teach a lot by the target and the media.
And three very well known types of appeals
are sex, fear, and humor.
And I think you can think of advertisements
that have one or more of all three of those,
sex, fear, and humor.
Then you circle back.
Was your objective met?
Think about your SMART objectives,
measurable, did you build awareness,
meet a sales target, get people into the door, calls,
where you can use before and after tests and other means.
So one way of thinking about it is the return on investment
of how much benefit did you get per cost.
So again, you wanna think about is the benefit,
where does it fall?
Do you want them to know, like, or trust you?
Do you want them to be aware, to have attitudes,
or take an action?
And here are a number of outcomes.
Total sales, new orders, new customers,
a series of actions, like to go into your store,
to join the email list or an increase of awareness.
And there's a number of ways that you can measure awareness.
Ad recall, have they heard of you?
If you say name one, are you one?
Their favorability, whether they remember the message
and associate it with you,
how likely they are to to buy the thing.
And ways to do that is to get them to you
through the different means, different codes,
URLs, QR codes you can say mention this ad,
and again, here are the SMART objectives
and this is what we did.
That is the end of part two and the end of this section.
Thank you.