Domain 5: Promotional Activity
Posted by Communications2 on May. 5, 2022 / Member Resource / Subscribe 0
Promotional Activity
Written by Eric Larson, CPSM | CRS Engineering & Surveying
Last year, my family took a short trip to do some off-road exploring in a small Utah town. We asked multiple people that lived in the area for the best options. After some conversations, we got a recommendation from someone with excellent knowledge of the area on some beautiful arches we could see. We did our best to get a map but found they weren’t very precise, so we went back to ask the expert for clarity. We got some instructions that clarified the maps and came away with a clear plan.
Once we had our instructions, we headed out. As we rode up the trail, we came to an intersection that wasn’t clear which way to go. Fortunately, the local expert helped prepare us for this by telling us to stay to the left when we got there. Since the area maps weren’t very detailed, we followed the trail to the left. The trail quickly changed, leading us to question if we were on the right path. I thought we had to be going the right way since we had followed the instructions, and even though it “felt” off, we should keep going. As we continued, we reached the end of the trail, which was clearly not our intended destination. We had no choice but to turn around and start our frustration-filled drive back.
Once we got back to the intersection and stopped to look around, we realized that we missed the main trail (including a sign), and the intersection we needed to stay to the left was farther up the trail. Once we were back on the correct path, we enjoyed a fantastic trail with incredible scenery. Unfortunately, our detour caused us to turn back before we saw the arches, which we later found out were only a couple more minutes up the trail.
So how does this story relate to promotional activity? This story serves as an example of what to do and not to do with a communications plan. We created a good plan with researched maps and input from experts. Then we reached an intersection that wasn’t clear which way to go. We did our best to pick the right option, but we were wrong. Then I compounded the mistake by pushing forward, turning what would have been a short detour into a significant, trip-changing event.
Domain Five of The Markendium, a six-volume set of books created by SMPS, states, “A communications plan is an essential part of your marketing program and should not be overlooked.” The plan is essential, but so is how we adjust to it along the way. My family didn’t overlook creating a plan, but we didn’t adapt as needed when something went wrong.
Despite our best attempts, rarely do our communication plans go smoothly. We will encounter intersections where we aren’t clear on which way to go. The key is not to let our little detours escalate into more significant problems that can distract from our goal or derail our plan.
Markendium gives three keys to a well-developed marketing plan:
- Identify the target audience in detail
- Identify the medium best suited to communicate the message
- Establish measurable goals
By creating a plan that focuses on these elements and then making the correct adjustments, we can reach our desired destination.
For more information on tips to create and execute a communications plan, see Markendium Domain Five, pages 23-40.
Eric Larson, CPSM, works at CRS Engineering & Surveying. With over 15 years of various marketing experience, he enjoys the industry's unique challenges. He is currently serving on the SMPS Utah events committee.
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