run with promotions and events. defining a promotion promoción διαφήμιση die werbung...
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RUN with Promotions and Events
Defining a Promotion
promoción
διαφήμιση
die Werbung
lansowanie
реклама
marknadsföring
reklamēšana
auglÿsing
What is the definition of a promotion?
• The act of promoting or the fact of being promoted; advancement.
• Encouragement of the progress, growth or acceptance of something; furtherance.
RUN with Promotions and Events
What are the components of a promotion?
• Marketing
• Advertising
• Sales
• Public Relations or Publicity
RUN with Promotions and Events
What does the word “promotion” mean in the blood-banking industry?
RUN with Promotions and Events
• An added opportunity to communicate to donors
• A rewarding and sometimes unexpected bonus to donors
• Less than 5 percent of winning donors know the details of the promotion.
• Less than 2 percent of winning donors are even aware of the promotion.
RUN with Promotions and Events
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Feb. March April May June July
Details of Promotion Aware of Promotion
DID THE DONOR KNOW ABOUT THE PROMOTION?
Promotion Components
promoción
διαφήμιση
die Werbung
lansowanie
реклама
marknadsföring
reklamēšana
auglÿsing
Component 1: Planning an Effective Promotion
RUN with Promotions and Events
Form a relationship.
Engage the donor.
Build your promotion around your messaging.
Establish a consistent approach.
RUN with Promotions and Events
Three steps to Commit for Life
•Donate once a quarter.
•Allow us to contact you.
•Spread the word.
Component 2: Planning an Effective Promotion
RUN with Promotions and Events
Find a sponsor.
Select draw
items.
Determine type of promotion.
Do your research.
Public Relations
Executives
Donor Recruitment
Donor Collections
Customer ServicePublic Relations
Executives
Donor Recruitment
Donor Collections
Customer Service
Component 3: Planning an Effective Promotion
RUN with Promotions and Events
Educate the staff.
RUN with Promotions and Events
Educate the Staff
• Employee newsletter
• Intranet/EPSS
• Employee portal
• Departmental meetings
• Kick-off event
• Flyers/posters
• Employee incentives
Promotion Plan
promoción
διαφήμιση
die Werbung
lansowanie
реклама
marknadsföring
reklamēšana
auglÿsing
RUN with Promotions and Events
Developing the Strategy of a Promotion
• Develop a marketing plan/proposal.
• Get executive/higher-level support.
• Establish an internal team.
RUN with Promotions and Events
Developing the Tasks of a Promotion
• Create a project timeline.• Schedule tasks 120 days in advance of a promotion.• Have PR create consistent communications.• Plan an internal kick-off event to motivate employees.• Evaluate the promotion mid-month.• Award and/or advertise the winner. • Acknowledge your partners.
RUN with Promotions and Events
Developing the Messaging Pieces
• Determine how many promotional pieces are needed to create awareness.
• How strong are your projected goals versus actual goals?
Scratch-Off ticket
Flyer
Postcard
Note card
Most Effective PromotionsRUN with Promotions and Events
promoción
διαφήμιση
die Werbung
lansowanie
реклама
marknadsföring
reklamēšana
auglÿsing
RUN with Promotions and EventsThe most effective promotions
• Are clearly understood by your audience.
• Are easy to promote to the donor.
• Do not involve too many components.
• Do not cost you anything ($) or very little.
• Involve a branded sponsor or partner.
• Offer something for everyone.
• Do not require excess workload for staff.
• Have attainable odds for a donor to win or receive something.
Two Case Studies
promoción
διαφήμιση
die Werbung
lansowanie
реклама
marknadsföring
reklamēšana
auglÿsing
RUN with Promotions and Events
Example 1: Be Cool
• Partnership is 20-plus years.
• Every donor receives something.
RUN with Promotions and Events
Example 2: Continental Month
• Relatively new partnership
• Designed for Commit for Life members
Events and More…
promoción
διαφήμιση
die Werbung
lansowanie
реклама
marknadsföring
reklamēšana
auglÿsing
RUN with Promotions and Events
Events that can support the theme of a promotion
• Internal kick-off events
• Educational and awareness events
• Organizational or national observances
• Openings or re-openings of new facilities
• Staff participation days
• Winner award celebrations
RUN with Promotions and Events
Three points to take away:
• Realize that consistent messaging and a positive relationship with your donors is the most effective marketing piece.
• Understand that most donors are not in it for the prize, but will become faithful donors if they have an excellent experience when donating.
• Navigate your way to a successful promotion by executing an effective marketing plan that will add value to your audience, partners and staff.
