#Immediacy on speech making

The latter is often just a glorified name for regular weekly online ...

The latter is often just a glorified name for regular weekly online advertising in the local and trade press; backed up by the occasional 'special offer' or a seasonal 'sale' on a website.

If you look at the adverts of many local businesses, you can see how they have got into a rut. They jog along, doing quite nicely; they've already got their circle of regular customers.

The owners of these businesses must wonder sometimes whether their website does any good, but they are afraid to stop as long as their competitors keep it up trying new SEO techniques to fain traffic.

This is why you can seize upon the change in your business as a glorious opportunity.

You don't have to jog along, you can do something different, make an impact, which is what sales promotion is all about. It is not enough just to make an impact, however; the impact must be effective in the context of your business.

Planning a sales-promotion campaign is a staged operation, of which the first step is to define the -target at which your promotion will be aimed.

With the image of the type of customer you have chosen firmly in your mind, can you identify a sector which contains a high proportion of potential customers? Are business customers most likely to be found in organizations of a particular type, size, industrial sector or geographical area? Can your 'typical' individual customer be described in terms of age, sex, social class, occupational group, etc.? The more closely you can define your target, the more effective your campaign will be.

What is the message you want to convey to your target? It is not enough just to make them aware of your product or service, you must also make them want to buy it.

Look at it through their eyes.

Does it make them feel good? Does it provide an easier or ...

Does it make them feel good? Does it provide an easier or better way of doing something? Does it enable them to do something they couldn't do before? Does it allow them to avo... read more

From this experience, we learned that coping with shortage of capacity can ...

From this experience, we learned that coping with shortage of capacity can be very tiring and frustrating but also very stimulating.

It was very easy to esta... read more

If all of the increase is due to one new customer, it ...

If all of the increase is due to one new customer, it may be prudent to use a temporary measure for a time before incurring any major expenditure.