毕博管理咨询工具方法—5.7Marketing

1、营销和促销活动日历MARKETING & PROMOTIONAL CAMPAIGN CALENDAR0/11营销和促销MARKETING AND PROMOTIONS这个业务手册是为了帮助你制定贵公司的营销和促销日历（作为战略性销售计划的一部分）。This workbook is designed to assist you in developing a Marketing and Promotions Calendar for your business (as part of your Strategic Marketing Plan).在制定日历时，你需要考虑自己的目标。实际上你可以采

2、用几百种不同的方法来推销你的产品、服务和业务。每一个方法都各有优缺点。In developing your calendar you will need to consider what your objectives.There areliterally hundreds of different ways you can promote your products, services and business. Each method has its own advantages and disadvantages.在你起草营销和促销日历之前，请问问自己下列问题：Before you dr

3、aft your Marketing and Promotions Calendar please ask yourself the following questions:1. 你的目标是什么？What is your objective?2. 你是想要增加现有产品和服务的销售量吗？Are you trying to increase sales of an existing product or service?3. 你是想要引进新的产品和服务吗？Are you trying to introduce a new product or service?4. 你是想拥有大众熟知的品牌吗？Ar

4、e you trying to build general brand awareness?5. 你是想要建立你的公司知名度吗？Are you trying to build awareness or your business?6. 你是想要提高顾客的忠诚度吗？Are you trying to improve customer loyalty?下面，我们提供了一些选项的概述。We have provided an overview below of some of the options available to you.2/11手册的结尾部分，我们列举了一个关于营销和促销日历的例子。在评

5、估了不同类型的营销和促销活动的可行性后，需要花费一些时间为贵公司制定一份营销和促销日历。这样做：At the end of this workbook there is an example of a Marketing and Promotions Calendar. Once you have reviewed the different types of marketing and promotional activities available please take some time to develop a Marketing and Promotions Calendar fo

6、ryour business.In doing so:1. 请记住你总体战略性的营销目标；Please keep in mind your overall strategic marketing objectives;2.与员工讨论他们一定能提出有价值的意见，比如事件和活动应该安 排在何时举行；Consult your team members they are sure to have valuable information such as when events and activities should be scheduled; and3. 制定和实施战略，以评定每项活动的有效性建立

7、主要业绩指标，比如有潜在销售线索的客户量和要求对产品和服务作进一步了解的客户量等等。.Develop and implement strategies for measuring the effectiveness of each activitydevelop Key Performance Indicators such as number of leads generated, number of request for further information etc.3/11公司简讯NEWSLETTERS公司简讯是提高与客户沟通层次的好方法。它是宣传新产品和服务，特别是报价和产品开发的

8、一个极佳工具。它也能被用来宣传“战争故事”（顾客使用你产品和服务的成功范例）。我们的研究表明，企业的老板们都希望能从与他们业务相近的其他企业中吸取经验。A newsletter is an excellent way to increase the level of contact you have withyourcustomers.It is agreat tool for communicatingnewproductsandservices,specialoffers andproductdevelopment. It canalsobe used to communicate “ w

9、arstories ”(examplesof customers successfullyusingyourproductsandservices).Ourresearch indicates that business owners enjoy learning from the experiences of other businesses similar to their own other businesses.公司简讯相对比较便宜， 而且可以通过不同的渠道传送给你的客户，比如说：电子邮件，信件或者传真。你应该从你的客户那里确定他们希望你采用的方式。Newsletters are re

10、latively inexpensive to produce and can be sent to your customers through a variety of channels e.g. e-mail, mail or via facsimile. You should ascertain from your customers which method they would prefer you to use.总的来说，公司简讯是建立顾客忠诚度并加强与顾客联系的好方法。它们比较灵活并且相对便宜。Overall, newsletters are a good way to build customer loyalty and increase customer contact. They are flexible and relatively inexpensive.竞争COMPETITIONS竞争是短期策略，通常会对销售水平产生直接的影响。它们能用来“引诱”客户试用新产品，也能用来寻找新的客户以及（或者）回报现有客户。Competitions are a short-term strategy generally used to have an immediate impact on sales