Advertisement the path towards sales
Advertisement and sales promotion :
The significance and the kind of Advertisement and sales promotion vary strongly among markets. It has to be carried out a planning of advertising for consumer goods, that are bought regularly (e.g. foods and toiletries), and for durable consumer goods. The plan has to include the main advertising message and budget, the selection of advertising media (television, journals, daily papers and so forth) as well as possible cooperation with advertising, sales promotion and public relation agencies.
The selection and suitability of advertising media are mainly determined by the Advertisement goals as well as by geographical, quantitative and qualitative access to the target customers (generations, income levels, residence etc.). The annual media analysis helps by displaying the audiovisual habits and literacy as well as the media coverage. Sales promotion in the field of consumer business should be planned extremely carefully, in order to ensure their acceptance with the retailers, as well as their sales potential and eventual success.
Companies, that do not produce a branded product for the final consumer, but semi finished products or components for other companies, advertising and sales promotion are mainly limited to the various avenues of brochures, fairs and public relation campaigns. Design in many form like leaflet and flyer design, pamphlet design, brochure design along with logo and brand for the different buyer guide and catalogue. Digital Marketing and specially through Facebook/Digital banners is also very important and the sales and marketing presentation of the product.
The sales strategy is based on the marketing strategy and turns it into sales objectives. The following goals should be kept in mind with respect to the sales strategy:
• Which customers should be contacted in what frequency?
• Which key customers should be paid special attention ?
• Analysis of the causes of customer loss? Conclusions derived from that?
• Are the right customers tracked, especially the ones possessing the highest growth potential?
• Are the different prospects catered with customization?
.How should distribution be expanded? Which market objectives are defined for the individual customers?
• Which profit margin goals are defined for the individual customers?
• With which organizational type should the market be approached?
The implementation of the sales strategy in the sales goals allows the development of the sales organization and the corresponding processes. On the one hand within the framework of a sales plan, you should describe your current situation, on the other hand does it outline a roadmap which helps you achieve your future goals and objectives. In the following we will discuss the basic issues of a sales organization and the basic elements of a sales plan.
Your Sales plan:
The business plan should include a sales plan for future, which summarizes sales targets according to markets and caters to customers and describes the basic sales activities with their risks along a timeline and contains detailed allocation of distribution expenses.
Ideally the sales plan should capture following topics:
• planning of the sales,
• planning the customers and
• planning the sales area.
The customer plan covers the customer-oriented sale budget and corresponds to the sales plan. After defining the markets, the opportunity to characterize, structure and evaluate customers within the different markets is paramount