How to achieve an effective promotional mix

This evening I will be running a workshop on how to achieve an effective promotional mix for the Chartered Institute of Marketing in Market Weighton. The objective is to demonstrate to the SMEs attending how they can effectively communicate their products and services to their desired market place.

We start by asking what is the promotional mix? Well the Chartered Institute of Marketing define it as:

The set of tools that a business can use to communicate effectively the benefits of its products and services to its customers(CIM 2009)

I personally feel that this is only part of the answer because in reality you can also use the promotional mix to communicate with staff and other stakeholders. It is also worth highlighting that the promotional mix is not the marketing mix, it is merely a subset that focuses on communication and is made up of:

Most of todays literature will state that the promotional mix will only consist of the first five elements of the list above. I personal believe that your web presence and social media are two new and important aspects of promotion that need to be included. We can all no doubt recognise the demise of the Yellow Pages following the introduction of the internet and the growth of social media, so as a means of communication your web presence and the use of social media should be considered as distinct categories.

We must never underestimate the importance of the promotional mix because if our (potential) customers do not know what deals, products or services we have on offer, how can we expect our businesses to grow? What I will now like to do is go through each element in detail then review how to create the right balance of the mix to suit your organisation:

Advertising can be split into two categories, traditional and digital. I have written a separate article on advertising that you may find interesting (it can be found here). As a quick summary we can say that traditional advertising refers to those campaigns using TV, radio, newspaper, magazines and posters. The choice of these options will depend on your target market segment and available budget. As an example national fast moving consumer goods are best suited for TV but local niche product can gain exposure through the local newspapers or posters and fliers.

Digital advertising refers to the multitude of channels that are available through the world wide web and telecommunication platforms. The great thing about digital advertising is that it can target individuals through their geographical location, their behaviour and/or their demographics. It can be argued that digital advertising is a more effective and efficient way of targeting individuals: you do however need the resources with the skills to be successful.

Public relations (PR) is all about managing your reputation. You may think that as a small company it does not apply, but you will be wrong. You just have to look at the many different social media platforms to realise that an organisations shortcomings can quickly be broadcasted to the world! This means that you should have a process manage it. PR is not just about the bad things. You should be promoting all the good things that you are doing too.

Managing PR is not easy, many organisations opt to outsource the process because you need the contacts in media to be successful. If you cant afford this then you should adopt the following basic steps:

Create a simple Press Pack (make available to down load on your website). It should have information about the company or brand you are promoting and pictures that you want using.

Develop a PR schedule, listing the key dates that are relevant to your brand, who the message should be targeting and what the messages should be.

Develop a crisis plan so that you and your staff are clear about what they should do when things go wrong.

Sales promotion is the process that supplements your advertising campaigns. It should be designed as an activity that focuses on a specific window of time. Good examples of sales promotions are:

Buy one get one free, which you will often see at supermarkets and are always set for a limited period.

Early bird meals, mostly offered by restaurants who provide discounts to customers if they eat between a specific time.

Sales, when a retail outlet has come to the end of the season and is preparing for its new collection.

Dont get confused by the differences between sales promotion and advertising. Most companies will do both, the main difference is advertising focuses on differentiating the brand where as sales promotion is about maximising sales.

Direct marketing is a form of promotion that sends specific messages directly to a potential or existing customer. These messages can be in digital or hardcopy formats. The primary channels are:

Companies are now also experimenting with Short Message Service (SMS or Text messaging). Some are using Bluetooth platforms but I think that the real growth area will be through social media.

Direct marketing is meant to be a highly regulated area: consumers should only receive information if they have opted to do so. Unfortunately many companies ignore this legal requirement and flood the channels with unwanted spam: dont let yourselves be one of them.

Personal selling uses individuals to promote the message to the target market. It is a common way of doing business in the B2B sector but we must not forget that it is also an important process for B2C selling: shop assistance and waiters/waitresses can have a real impact.

Personal selling can be an expensive process, particularly if the sales force is furnished with cars, phones and laptops. To be successful in this channel you must provide the individuals with a comprehensive training programme. You should also have a way managing the progress of each member, particularly if they are acting on their own over large geographical areas.

As mentioned earlier, an organisations web presence is now the single most important platform of communication. It can provide users with a wealth of information about the organisation. The cost of developing websites has fallen dramatically over the last ten years, many individuals (particularly SMEs) opt to produce it themselves. If finances are very tight you could even restrict your web presence to one of the many Social Media platforms.

Social media is final channel we will consider. It is a great way to communicate with your target market and in theory it is relatively cheap (although some larger organisations may have substantial budgets allocated to this channel because of their use of external agencies to manage it for them).

To gain a real in depth understanding of social media please refer to this article.

The Importance of the Promotional Mix.

We should not underestimate the importance of the promotional mix as it is a means of keeping the brand name at the top of the target markets mind. This helps generate sales and profits. It is also a way to counter any negative information about the brand.

Not every element of the promotional mix will be relevant to all organisations. The trick is to balance the use of the channels to maximise the communications impact: using one channel on its own will rarely result in success. Ultimately the balance of the mix depend on the target market, resource availability, skills and funding.

Make sure you know whom you are going to communicate with.

Is the communication going to be one or two way. Remember communications is not just about pushing information out, sometimes you may require some form of feedback. You should also consider if here is to be a call to action, if there is one make sure that the process works. Not every campaign needs a call to action, some are simply designed to simply promote the brand.

Develop the message: make sure it is appropriate for the desired audience, it fits with the brand image and is sensitive to the current environment. Message development is a skill with different channels requiring different types. As an example the Hard Sell message on social media platforms rarely work, they tend to alienate the followers.

Set your budget, how different is to the rest of the industry. Table 1 is an example of the promotional spend for different industries. You should try to at least mirror the spend of your competitors. Have a plan for the year and monitor the impact of each campaign.

Measure the impact of your campaigns.

Nothing that I have said here is rocket science, the whole process is relatively simple. The biggest problem you will no doubt face is the freeing up of resources to do this. You will not believe the number of companies that I have worked with that find themselves stuck in a rut fighting fires instead of adopting simple business processes.

Here is the link to the interactive presentation:

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Strategic Planet & University of Huddersfield

Dr Alan Shaw is a Senior Lecturer and Marketing consultant focusing on a range of sectors. His main interests are in strategy development, social marketing, digital marketing, advertising, consumer behaviour and marketing application.

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Effective Business Communication Memo Letter Example Memo Letter Sample

……..all about business communication, business report writing, and oral presentation

Memo Letter Example Memo Letter Sample

Memo Letter Example Memo Letter Sample

memorandum (memo for short) is a short piece of writing generally written by the officers of an organization for sharing information among them. The main purpose of writing a memorandum is to keep record or convey information and decisions or to make short requests. To achieve its purpose a memo is usually written in an easy-to-understanding language. Plain and direct statements of facts are made to achieve its purpose.

A memo plays a very useful role in an organization. It also enables officers to maintain good business relationships. Another useful function of a memo is to establish accountability. Many organizations use printed memo forms. One can quickly write the message and transmit it to the concerned officer. Writing a memo takes comparatively less time since it does not contain several details which a letterhas. However, some examples of memos have been presented here to help the businesses to write memos correctly.

Memo Letter Example: 1A memo letter informing the Office Manager about the purchase of office chairs.

Summit Steel Company Ltd.18, Karawn Bazar, Dhaka 1218

To: Office ManagerFrom: Zahirul Islam, Purchase OfficerReference: 216/BM

As desired, the order for the supply of 500 office chairs has been placed with Navana Furniture Mart, 16 Jatrabari, Dhaka 1204. The chairs will be supplied in two lots of 250 each on 26 and 30 August, 2014.

Memo Letter Example: 2A memo letter requesting Marketing Officer to provide information about the export of Jam and Jelly in Western countries.

Renata Food Products Ltd.32, Kalabagan, Dhaka 1217

To: Marketing OfficerFrom: Hasan Mahmud, General ManagerReference: 116/BC

Recently, I visited the manufacturing plants at Sonargaon and discussed with the production managers the possibility of increasing the production so that we can export these items to western countries. They see no difficulty in doing so but before they take any define initiatives in this direction, they would like to have an estimate of the demand for our products in these countries.

So, I request you to contact our agents quickly and let me know the estimates by the end of September.

Memo Letter Example: 3Write a memo letter informing the vice principal to make all staff to be punctual.

Manarat International School18 Lalmatia, Dhaka 1216

To: The Vice PrincipalFrom: Mahmudul Hasan, PrincipalReference: 105/BC

This is to inform you with great anxiety that the authority has noticed some teachers are not punctual and indifferent to their duties. In these circumstances, you all are requested to be more punctual and to take all necessary steps to maintain smooth environment of education in the institution.

Memo Letter Example: 4A memo letter for the Marketing Manager to take necessary steps to increase sale of products.

Tulip International18 Motijheel, Dhaka 1000

To: The Marketing ManagerFrom: Mahmudul Hasan, General ManagerReference: 401/SP

Subject: Carelessness of Marketing Officers

This is to inform you with great anxiety that the rate of sale of our products has decreased tremendously due to the negligence of the Marketing Officers. In these circumstances, you are requested to take all necessary steps regarding the issue.

Memo Letter Example: 5A memo letter to the district managers to improve their services and dealings with people properly.

Rural Development Committee28 Mirpur, Dhaka 1214

To: All District ManagersFrom: Mahmudul Hasan, Vice PresidentReference: BB/105

Subject: Improvement of Services and Dealings

This is to inform you all with great anxiety that many complaints have been received against district offices that you are not maintaining the standard of services and dealings with our valued clients. So, all concerned are requested to improve their services and dealings with our valued clients.

Memo Letter Example: 6A memo letter requesting all college staff to contribute a part of their salary to the affected people.

Dhaka City CollegeDhanmondi, Dhaka 1216

To: All Teaching StaffFrom: Mahmudul Hasan, PrincipalReference: 109/MC

Subject: One days Salary to the Cyclone-hit People

This is to inform you all that the authority of the college has taken decision to extend its helping hand to the people of cyclone areas. So, all concerned are requested to come forward with their one days salary to stand by the distressed during their miseries and sufferings.

Memo Letter Example: 7A memo letter apprising the employees of all branches about the suspension order of an employee of the same office.

Rupali Bank Limited28 Motijheel, Dhaka 1000

To: All Branch ManagersFrom: Monir Hossain, General ManagerReference: 104/LT

Subject: Appraisal of Cashiers Dismissal

This is to inform you all that Mahmudul Hasan, Cashier of Jatrabari Branch, has been suspended on charge of misappropriation of fund. All concerned are requested to abstain from transaction with him. The bank authority will not be responsible for any sort of mishap.

Memo Letter Example: 8A memo letter informing the employees of all branches to give Eid bonus.

Unique Fabrics & FashionsGazipur, Dhaka

Interoffice MemoDate: 15 August, 2014

To: All officialsFrom: Zahirul Islam, General ManagerReference: 316/LM

Subject: Festival Bonus for All Employees

This is to inform you all with pleasure that the authority has taken decision to distribute Festival Bonus to all employees of the company. This decision is the result of the overall profit of the company. Bonus will be equal to every employees one months basic salary.

Memo Letter Example: 9A memo letter requesting the subordinates to attend a farewell meeting of one of the members of your staff.

Western Fabrics & FashionsKonabari, Gazipur, Dhaka

To: All EmployeesFrom: Abul Hasnat, ManagerReference: 302/NC

Subject: Request To Attend Farewell Ceremony

This is to inform you all that the farewell ceremony in honour of Mahmudul Hasan, Assistant Manager, is going to be held at 11 a.m. on 25 August 2014. All concerned are requested to attend the ceremony.

Memo Letter Example: 10A memo letter from a Mayor requesting an officer to distribute relief good among the poor.

Gafargaon Municipal OfficeGafargaon, Mymensingh

To: Upzila Nirbahi OfficerGafargaon, MymensinghFrom: Kayser Ahmed Chowdhury, MayorReference: 306/UNC

Subject: Request for Proper Distribution of Relief Goods

We came to know that the relief goods sent from the Prime Ministers Emergency Fund are not being distributed properly.Instead of the real flood victims, the relief goods are going to the influential who are not at all flood-affected.

We hope that you will direct the authority concerned to investigate into the matter and ensure proper distribution of the relief goods.

You can also see:Memorandum Letter Sample Memorandum LetterExample

please put the memo abot announcing the general meetings for colleagues

Please check the link for more memorandum sample/exampleMemorandum Sample

Thank you for giving memo as an example. .. as a result we can easily understand the various type topic….

hi, i need a sample email informing staff on change of seating plan, could you help ?

hi, please put the memo about office new seating plan to colleagues

Can u please assist on memorandum to establish primary health care clinic in a remote part of the district where people have no access to health services

Can you assist on a memo reminding employees of a meeting.

Can you assist on a memo reminding employees of a meeting.

If the statement runs longer than one page, add a header or footer to each page that contains your name and your contact information. See moremba statement of purpose sample

Can you give examples of requesting to send departmental requisitions of a corporation

Wonderful data about interoffice memo writing. One of another free resource, which I have seen is;

Interoffice Memo. It is in printable form and can be used for multiple purposes.

Very useful tools for office, service and transactional processes (tools that may not all be found in the standard Lean Six Sigma toolkit) include:Jumpstart Business Centres

Subject : Export of Donut and Donut Kokoa

I had visited our Donut production plants at and discussed with the production managers the possibility of increasing production so that we can export these items to western countries.They would like to have an estimate of the demand for our product.

Let me know the estimates by the end of November.

please put memo for a workshop foreman informing his workshop personnel to be punctual and prompt in service delivery as per their contracts

Imagine you are the chief executive officer CEO of a company. Write a memo on any subject of your choice to your sectional or department heads. Please can you help me to write it now.

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8 Effective Email Marketing Strategies Backed by Science

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8 Effective Email Marketing Strategies, Backed by Science

Oct 8, 2013Last updated: Sep 20, 20175 minutes to read

The cutthroat inbox of your standard consumer roils with marketing messages, competitive subject lines, and scores of attention-seeking emails. Withover 144 billion emails sent each and every day, email marketing remains one of the elite channels for business communication. So how does the signal separate itself from the noise?

To be sure, finding the key to a stand-out message is critical to your bottom linewhether that bottom line is cold, hard cash or community engagement or anything in between. What follows are eight inbox-tested email marketing strategies that successful senders have used to get their emails clicked.

The practice of personalized email greetings is not nearly as effective as it may seem. In fact, research by Temples Fox School of Business suggests thatthis particular kind of personalization could be harmful.

Given the high level of cyber security concerns about phishing, identity theft, and credit card fraud, many consumers would be wary of emails, particularly those with personal greetings.

A significant element of email marketing is relationship. Does a recipient trust you? Does a recipient even know who you are? When an email jumps the gun by forcing familiarity too soon, the personalization comes across as skeevy. Intimacy is earned in real life, and it would appear to be the same way with email. Take this example from my inbox; no one has called me lowercase kevan l lee in years.

Faking familiarity with the subscriber turns many wary email readers off. But this isnt to say that all forms of personalization are off-limits. In fact,a particular brand of personalizationcan pay off big time: Sending email that acknowledges a subscribers individuality (e.g., purchase history or demographic).

(The study) also found that product personalization, in which customers are directed to products that their past purchasing patterns suggest they will like, triggered positive responses in 98 percent of customers.

The takeaway here is that if you are to use personalization as an email strategy, do so in a meaningful way. It takes little knowledge or relationship to place someones name in your greeting. It shows far greater care to send personalized email that is specific to a recipients needs and history. Again, an example from my inbox, this email from Rdio dispenses with the formalities and simply provides an update on music I actually listen to.

When it comes to deciding how to craft that perfect subject line, there appears to be really only one area to avoid: the subject line of 60 to 70 characters.Marketers refer to this as the dead zone of subject length.According toresearch by Adestra, which tracked over 900 million emails for its report, there is no increase in either open rate or clickthroughs at this 60-to-70 character length of subject line.

Conversely, subject lines 70 characters and up tested to be most beneficial to engage readers in clicking through to the content, and subject lines 49 characters and below tested well with open rate.

In fact, Adestra found thatsubject lines fewer than 10 characters long had an open rate of 58%.

Short subjects came in vogue withthe success of President Barack Obamas email fundraising. He saw incredible engagement with subjects like Hey and Wow.

So the question becomes: Do you want to boost clicks (response) or opens (awareness)? Go long for clickthroughs; keep it short for opens.

Either way, a helpful email strategy is to squeeze out more words or cut back just a bit to avoid that 60 to 70 character dead zone.

While many a quality email may be built during business hours, the ones with the best open rates arent being sent from 9 to 5. The top email strategy is to send at night.

In their quarterly email report for 2012s fourth quarter,Experian Marketing Services foundthatthe time of day that received the best open rate was 8:00 p.m. to midnight. This block not only performed better for open rate (a respectable 22 percent) but also for clickthrough and sales.

The chart above shows that the 8:00 to midnight window is also the least useda key factor in helping those late night emails outperform the rest.From Experian:

Optimal mailing time often depends upon your customers behaviors, inbox crowding, and the deployment times of other marketers.

Inbox crowding and the deployment times of other marketers go hand-in-hand; if your email goes out when few others do, it stands a greater chance of getting noticed (so quick, start sending between 8:00 and midnight before everyone else catches on).

Optimal mailing for your customers needs will be up to you.Test, test, and test some moreto find out how your customer ticks and when he/she opens email.

Consumers love a free lunchor a free template.

In a study on their email list of 6,300 subscribers, Bluewire Media tested various types of content to seewhat led to the highest rates for opens and clicks. The winner was templates and tools, just the kind of freebies that email readers want.

Here is a freebie example from Help Scout:

Many a consumer will ask, Whats in it for me? When it comes to resources,Bluewire Medias test resultssay that templates and tools outweigh ebooks, expert interviews, brain teasers, and even photo albums. You will want to test with your own list, but certainly use Bluewires research as a head start.

Mobile opens accounted for 47 percent of all email opensin June, according tonumbers provided by email marketing firm Litmus. If your email list accounts for $100,000 in sales each month, could you afford to wave bye-bye to $44,000 just because your email looks funky on a mobile phone?

Design responsively to ensure that your email looks great no matter where its read. Here aresome quick mobile design tips:

Convert your email to a one column template for an easy mobile fix.

Bump up the font size for improved readability on smart phones.

Follow the iOS guideline of buttons at least 44 pixels wide by 44 pixels tall.

Make the call-to-action obvious and easy to tap. Above the fold is preferable.

Consider ergonomics. Many users tap and scroll with their thumb, so keep important tappable elements in the middle of the screen.

Social media may be the young whippersnapper nipping at emails heels, but the content king of the inbox still holds sway in social influence, according toa study by SocialTwist. Over an 18-month period, SocialTwist monitored 119 referral campaigns from leading brands and companies. The results showed a significant advantage to emails ability to convert new customers compared to Facebook and Twitter.

Of the 300,000 referrals who became new customers, 50.8 percent were reached by email, compared to 26.8 percent for Twitter and 22 percent for Facebook.

Email ruled supreme, by almostdouble.

While not as overwhelming a winner as the 8:00 p.m. to midnight time of day,Saturday and Sunday did outperform their weekday counterpartsinExperians studyof day-of-week performance.

Again, the volume of email sent on the weekends is low, just like the volume for evening emails, which could help those messages stand out more. The margins for clickthrough, open, and sales rates were not substantial, but in email marketing, every little bit counts.

Your list is huge. Great! The only problem is that two-thirds of it may be inactive.

Research has found thatthe average inactivity for a list is 63 percent, meaning that once someone joins they are less likely to ever follow-up with your follow-up emails. Email marketing firm Listrak goes so far as to identifythe first 90 daysas the window for turning a sign-up into a devotee (and they lay out a plan for doing so).

Whats to become of that inactive 63 percent? Re-engagement campaigns are an excellent place to start.

Recently, a re-engagement campaign from Digg wound up in my inbox. The subject was catchy (This Is Not An Email From 2006), and the content helpfully explained what the email was all about.

As with everything that we call science, its all about doing experiments. Very likely, if you are doing your own experiments, you might actually have found different results. What are your best email strategies and email marketing tips? Tell us in the comments below!

PS: If you enjoyed this post, you might also likeour best tips and tools for managing emails. Oh and Buffer lets youschedule your retweetsTake a lookin case that might be helpful for your Tweeting!

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Of the many email statistics that blow my mind, I think this one wows me the most: Email reaches three times more people than Twitter and Facebook combined. Thats a lot of people! (3.6 billion or so.) Clearly email marketing deserves your time and attention. And like any aspect of marketing, there can be a []

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