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229Chapter 14: Brochures, Promotions, Trade Shows, and More

ߜ Do you trust the management of the partnering company?
ߜ Have you put the strategy, budget, timeline, and fiscal responsibilities in

writing, and have all parties agreed to the responsibilities?
ߜ Can you explain the promotion in a sentence that will make sense to and

motivate consumers — and do all parties agree to the description?

Promotion planning checklist

When staging a promotion, know your objective in advance, including exactly
the end you’re working to achieve and how you will measure success. Use the
following checklist as you make your plans:

ߜ Know the target market that you intend to influence with the
promotion.

ߜ Know what incentive you’ll offer and be sure that it is capable of
motivating your target prospect.

ߜ Inform your staff. Nothing is worse for a consumer than to arrive at
what was billed as a promotional event only to learn that no one at the
host business seems to know anything about it.

Keep the promotion description simple. If you can’t explain the promotion
and the incentive in a single sentence, the idea almost certainly won’t fly.