The subject of the message must be adapted to the marketing objectives, product and company. It must be supported in all activities that promote the product. The choice of the subject of the message occurs in three stages.
"Offer List" - Create a complete list of possible offers that you can provide to your customers.
"Motivational analysis". When studying the consumer's position, you need to determine the reasons for using the product, its advantages and differences from competitors' products. As a result, you will receive a list of key motives for which buyers decide to purchase a product or refuse it. It is important to consider the opinion of not only the company, but also potential customers, which can be identified through surveys.
"Market Analysis". It is Reason to Choose Our Database Service necessary to compare the properties of your product with the features of competitors' offers and market requirements. This will allow you to determine the exceptional characteristics of the product that are significant for the consumer and that your competitors do not have. As a result, you will be able to develop your own unique selling proposition. It will help you more accurately determine the key topic of events aimed at promoting the product.
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We define the form of the message
The content and form of your message play an important role and are of great importance. Each means of promotion has its own distinctive features, but there are universal methods that can be used in absolutely any form of message.
Describe the information in an engaging way to create interest in the benefits of purchasing the product, rather than in the product itself.
Be direct and avoid unnecessary words.
Use simple and clear language, using everyday words and short expressions.
Avoid using professional terms.
Address in the affirmative form, using the same imperative statements in negative sentences.
Be honest: Deception may initially entice buyers, but their trust in you will be lost once they see through the lie.
Provide a clear action plan: Give customers a specific sequence of steps they should take after reading the text (contact us, get more information, make a purchase, etc.).
Calculating the budget
Determining the content and form of product information is an important step, because its successful promotion depends on it. It is also necessary to establish financial limits and determine the amount of marketing costs. Product distribution costs include all funds allocated for its promotion activities.
Calculating the budget for promotion
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Today, there are several key methods for determining the volume of the above costs. Here are some of them: the incremental method, the target method, the remainder method, the share of sales method, and the parity method.