Advertising & Promotion on a Shoestring Budget
Promotion or marketing is viewed as costly, something only the ‘big boys’ or well-established companies can afford. What companies fail to realise is that 60% of their time and effort should be on the sales & marketing of their company. Promotion is equivalent to sales, without it, there is no business (unless you are extremely lucky or you’ve developed the latest ‘it’ thing.)
When times are tough, the first thing that gets cut is the A&P. Big mistake! The A&P budget should be viewed the same as your rent. It’s fixed, a non-negotiable, a given.
Most companies, entrepreneurs or start ups don’t bother to include promotion in their business plan because they believe they can’t afford it, when the truth of the matter is, they can’t afford NOT to.
Detail
| Date: |
22 May 2012 - 23 May 2012 |
| Duration: |
2, day(s) 9:00AM - 5:00PM |
| Fee: | $680.00 |
| Venue: | 51 Anson Road, #03-53 Anson Centre Singapore 079904
|
Fees are subjected to prevailing GST of 7%
For more information, please contact JobsDB Learning at 65788111 or email to learning@jobsdb.com.sg
Payment must be made before the commencement of the workshop. No cancellation is allowed 7 days prior to workshop.
Outline
· Clarify the difference in advertising vs. marketing promotions
· Determine company or department marketing objectives
· Set an A& P Budget
· Define an IMC campaign (integrated marketing communication campaign)
· Review low cost marketing activities available to companies on a small budget
· Create the marketing strategy by formulating a mini IMC campaign
· Creating cost effective below-the-line marketing materials; invitations, direct mailers, brochures, & advertisements
· Creating Headlines, Graphics and Copy
· Design, layout and write the copy for a ‘mock advertisement, direct mail or brochure’ for a product/service
· Creating low cost promotions & Media events
- Using Direct Mail
- Email marketing
- Contests
- Joint Ventures
- Tournaments
- Sponsorships
· Creating publicity for your company, product or service
- Press releases
- Article Marketing
- Mobile Marketing
- Proximity Marketing
- QR Codes
- Using Social Media
- Case Studies
Facilitators
Pamela Wigglesworth is a Singapore-based American corporate trainer, speaker and founder of Experiential Hands-on Learning, a
training and development company. A resident of Asia for over 20 years, she conducts public workshops and in-house trainings that
help companies enhance their branding and marketing communications so they engage their customers and increase sales.
Over the past nine years Pamela has developed fashion industry training courses for the Singapore Textile Fashion Federation
Training Centre (Taf.tc) and the Malaysian Textile & Apparel Centre and lectured on general business subjects for Raffles Institute of
Design, the Asian Centre for Professional Excellence and the Paris Graduate School of Management Singapore campus. As part of a
Taf.tc/UNDP joint venture team, she conducted retail business plan development training for several Bhutanese companies.
She has conducted public trainings in Singapore for Aventis School of Management, the Marketing Institute of Singapore, and
CentralHub Connections, ST Training Solutions and ST701. She was a keynote speaker at ASSAP 2010, the Singapore Retailer’s
Association 2010 Conference, Retail Renaissance, Productivity & Innovation and the ST701 Conference, Supercharge Your Work
Performance in 2011. Pamela has had multiple articles published in the Straits Times and the Singapore Marketer magazine.
She is a member of Asia Professional Speakers Singapore (APSS) and the Marketing Director for the APSS Executive Committee.
She is also a member of the Marketing Institute of Singapore and the American Chamber of Commerce in Singapore. Pamela was an
Executive Committee member of the Textile Fashion Federation of Singapore, a founding board member of the PrimeTime Business
and Professional Women’s Association and is the Singapore Alumni Coordinator for the Fashion Institute of Design & Merchandising
(FIDM) in Los Angeles. She has a WSQ Advanced Certification in Training & Assessment (ACTA)
Who Should Attend
Executives, Managers, Retail Managers, Marketing Managers, Entrepreneurs, Sales Associates, Brand Managers and Customer Service Supervisors
Objectives
In an economic downturn it is vital that businesses revisit their marketing strategy for advertising and promotion. For companies who
don’t have a strategy, now is the time to create one. In this course, participants will follow a step-by-step process to create a
promotional strategy. The process will demonstrate free, and/or low cost and effective techniques. Participants will go from assigning
a marketing budget to creating the promotional strategy. They will learn how to become their own “advertising agency”.
In a hands-on learning process they will learn how to tap their own creativity to eliminate outsourcing; do-it yourself techniques to
promote their businesses for little or no cost, such as press releases, promotions, joint ventures, sponsorships and develop email
marketing campaigns using inexpensive programs