| PREMISES TO BUILD MARKETING, ADVERTISING, PUBLIC RELATIONS AND PROMOTION PROGRAMS AROUND |
| There are many different "hooks" to hang a promotion on, whether that promotion involves a single ad or event -- or entire, ongoing campaign or long-lasting program. The following list of themes will provide unlimited opportunities for a Marketing Director, Creative Director or Copywriter to build a Marketing, Advertising, Public Relations or Other Promotion program around. Items on the list below are not presented in any special order or hierarchy, just grouped here for the sake of convenience and easy consideration. These themes represent master, 'underlying reasons' for launching a campaign, staging an event, etc. They are not promotion or event themes. (See also: "Marketing, Advertising, Promotion, Editorial, Special-Section Themes" ) Each theme can be used dynamically or statically -- that is, for a multi-pronged approach or for a single-element activity. Of course, the application and approach will probably be determined by the corporate, marketing and creative people involved and the organization's overall, marketing and communications goals and objectives. Master, underlying-reason "themes" include: |
| Company identity/image Product, products, product line(s) Product performance Product design, improvements, innovations Production capabilities, production sophistication Delivery service Employment policies, benefits Sales (in-store promotions) Sales plateaus, records Sales records as an indication of quality, service, customer satisfaction / preference Samples, coupons, product testing Company's attitude toward growth Company's attitude toward quality Company's reputation, image Company's reliability, quality of service Company's accomplishments in setting new standards Company's accomplishments on behalf of the environment Company's distinctive working environment Company's engineering/technical know-how Company's solidarity, stability Company's financial commitment Personalities within the company Spokesperson's identity, renown Convenience, access Responsiveness Concern for employees' welfare Concern for the community Concern for the environment Research & Development accomplishments Production capacity (order fulfillment) Past innovations, contributions to the industry Past contributions to the quality of life Investment advantages, benefits Resale potential Advantages over competition Head-to-head comparison with competition Outstanding features Distinctive benefits Color, design, configuration Available options, choices Servicing, warranty program 'My (mother) (shops, buys, lives, vacations, etc.) here!' 'My (father/mother/son/daughter/brother/sister) (drives/owns/flies/has) one!' |
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| � 2001, Lee Sinoff, Miami, FL. The information contained in this document is proprietary in nature, and may not be reproduced in whole or in part in any form without prior, written authority from Lee Sinoff, the person who originated the information presented here. However, use of the ideas presented is heartily encouraged. For more information, or to discuss professional Business-Support, Creative, Marketing, Project Management or Event Management services, call Lee at (305) 591-3653 or (305) 596-2636, or e-mail him by clicking on the link here: [email protected]. |
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