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Promotional Capabilities Assessment Tool
It is more important than ever for an organization to be prepared to plan and execute integrated marketing campaigns that utilize a variety of communications channels. Technology is changing the communications paradigm, and you have to be ready to use not only traditional media, but a host of new media and tools that are becoming important channels of communications with customers and prospects.
The purpose of the Promotional Assessment Tool is to determine your organization's overall readiness for successfully using integrated marketing campaigns across multiple media for promoting your products (services) to generate revenue and drive profits. Whether you pursue a PUSH, PULL, or combination promotional strategy, you will need the knowledge, skills and supporting functions, processes, etc. to launch and manage successful campaigns. Some capabilities will be more important than others depending on which strategy you follow. This is an overall assessment, but it will also identify specific areas of weakness that need to be addressed.
Part 1 of the assessment covers both the use of promotional tools/vehicles and your organization's preparedness to use them in terms of supporting functions, practices and processes. It will help you determine what promotional work should be done with -in-house staff and what if anything should be done by an outside agency as well as the resources needed to support these activities. This work would include such activities as: creation and placement of advertising; creation of promotional literature/sales collateral; executing and managing internal and external public relations; working with the publishing and editorial community to generate favorable publicity, creation and delivery of direct marketing programs; creation and management of website and social media; as well as creation and deployment of point of sales materials for your reseller channels. Part 1 also addresses supporting functions, practices and processes.
In Part 2 of the assessment, you will rate your agreement or disagree with a series of statements made about your marketing promotion abilities, activities, processes and practices.
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