There is a huge range of promotional activities that organisations can choose from. Factors such as the size of the marketing budget, the type of product or service to be promoted or the target audience determine which strategy is chosen.

Media Announcements

Newspapers, television or radio are often used to announce new products or services. To use the media, information about the producVs and/or service must be worthwhile and timely. When preparing a press release, the information should be kept brief, clear and straightforward and highlight only 1 or 2 areas of interest. The media is more likely to publish the story if there is an opportunity for a photograph to be included. lf a media release is published, the organisation should identify whether the number of enquiries immediately after publication to monitor whether the
release has been effective or not.

Glient Functions

Show customers the organisation values them and would like to offer them something. lt could be a breakfast session, an evening of drinks and nibbles. Larger organisations might offer tickets to major events at which managers can network to market what they offer.

Product and Service Launches

Provide a perfect opportunity to market not only the new producVservices but all the organisation's products and services. lt can vary from an elaborate launch with invited celebrities and media coverage to a less formal gathering of existing and potential clients. To encourage attendance, plan well in advance and provide accurate, informative material with the invitation. At the launch order forms should be available to encourage immediate response.

Trade Fairs

These events attract a large audience of interested people and provide an opportunity to display products and services to an audience who may not have heard of the organisation previously.

PROMOTIONAL MATERIAL

Commonly produced materials include:
Flyers
Brochures
Order forms
Promotional letters
Catalogues
Newsletters
Presentation packs

Product and services should be matched with the relevant promotional material. For example a new service may be most appropriately advertised by way of a letter to customers. Or if the organisation is considering advertising its services interstate or overseas, sending a presentation pack to prospective customers might prove very effective.