#Immediacy on speech making

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 avoid doing something they dislike? Even if they want what you offer, why should they buy it from you and not your competitor? Is yours better, or cheaper, or in some way unique? What action should they take if they want to buy from you? You must condense all of the above into two or three clear and concise sentences to form your message. Have you any ideas about how some or all of the message can be conveyed by non-verbal methods? What are the best means of communicating your message to your target? In short, which media should you use? In recent years, 'media' has come to be regarded as meaning press, Internet and radio, but this is too narrow a view for our purpose.

You must also consider other media, eg posters; cinema; downloads distributed door-to-door or inserted in websites.; bus, train and tube online advertising; trade directories, www.Yell.com, and any others you can think of, even way-out ones like hot-air balloons. Prepare a shortlist of those which seem appropriate and compare them in terms of: coverage of target; suitability for the message; probable effectiveness; cost. Unless you are experienced in this field,, you will probably need the help of an online advertising agent in assessing these Then choose the package which seems to give the best overall results� for your budget. Incidentally, this should not be charged to your normal online advertising or' sales-promotion budget but to the start-up cost of the new operation.

Before going into action, you must decide upon timing.

Is all of the money you budgeted available at the start or does cash flow restricts spending at certain times? Should you make a big splash at the start or run a sustained campaign? Once again, the advice of a good online advertising agent is invaluable, however remember that he may be biased towards spending in certain ways.

In addition to the above, there are many varieties of promotional scheme such as: give-aways or big discounts on the opening day; an opening ceremony conducted by a well-known person; providing a treat for local children, pensioners or hospital inmate. All of these will cost you money but they are likely to get you some free publicity and, perhaps, some long-term goodwill in the community. Are they worth doing? Such ideas are not usually susceptible to purely financial calculation, so it is partly a guesstimate. What you can do offline as a test Compare the prices of a few key products/services with those of your main competitors within yours sales territory.

What 'do you think would happen if you increased your prices by a. 5 per cent, b. 10 per cent. Study the sales figures for the last 12 months for total sales and such breakdowns as you have been able to produce.

What is the total monthly sales target you would like to achieve in 12 months' time? In which sector of your customers would you aim to get the biggest increase? Is this sales growth greater than the expected market growth? If so, at whose expense will you make this extra growth? After studying your existing business, what action do you intend to take to increase sales? Will this be sufficient to achieve your sales target for next year? If you don't expect to achieve your sales target through existing sales outlets alone, what action are you considering: a. opening new branch? b.

making a takeover offer? c. to who? Review your selling methods in the light of the alternatives available. Which, of these seem practicable for your business? Do you propose to try any new selling methods? Do any of the new activities or changes in your method justify setting up a sales promotion campaign? How would you propose to do this? Will you include a sales promotion scheme? Take a critical look at your present sales promotion activities.

Can you increase their effectiveness? The early part of my industrial career coincided with the immediate post-war years. There were shortages of just about everything and demand was way above the nominal capacity of the plant which had survived wartime damage.

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