Fashion Promotion Plan

Objectives

Objective #1:

– Increase consumer awareness of the company, product, service or brand

• Get more people to recognize and recall the name of your brand

Objective #2:

– Change Consumer Attitudes

Objective #3:

-Promote New Products

• Advertisers want to convince consumers to buy a newer model of the same product.

Objective #4:

– Persuade consumer to try a sample of the product

• When a consumer tries a sample, it must meet or exceed the advertised benefits.• What products have you been asked to sample in

stores?– Food, Makeup, Kiosk in mall (hand lotion/nail),

Perfume/cologne

Objective #5:

- Persuade consumers to buy the advertisers product

Objective #6:

• Create a “regular” user

– Convert an occasional user into a regular user

Objective #7:

-Brand Switching – Persuade a consumer who is loyal to another

brand to switch brands.

Objective #8:

• Expand Target Market– A business may need to reach a different segment

of the market.

Objective #9:

• Increase Sales – All promotional campaigns are meant to increase

sales. However, they do this directly or indirectly.• Ex: A sale on an item is meant to directly increase

purchase.• Ex: An ad that improves consumers’ attitude about the

product will indirectly increase sales.

Objective #10:

• Increase the number of multiples per transaction– Ex: customers buy more than one item

Objective #11:

• Encourage frequent purchases– Can be accomplished through “store bucks” (ex:

$25 in Kohl’s cash for every $100 purchase) or punch cards (ex: Bruesters frequent buyer card)

Objective #12:

• Create goodwill– Can be accomplished by partnering with a local

charity or business through community service type activities.