What can influence your choice of communication?
To ensure you target your audience with the correct message you need to consider if you will use:
- Third party e.g newspapers, magazines etc. What are the advantages and disadvantages of using these methods?
- Internal promotions such as social media and point of sale. What are the advantages and disadvantages of this method?
Factors to consider
- How much will your chosen method cost? Can a new micro enterprise justify the costs of some of the methods? Will it increase sales?
- Will it achieve the desired outcome i.e. will it increase the number of customers or awareness of your product?
- How can enterprises find out if their chosen methods are effective? Have you ever been asked “how did you hear about us?”?
In your business plan you need to:
You need to:
- Choose your method(s) of communication,
- Explain how it is appropriate (link to target audience),
- List the costs in your Financial forecasts appendix(See Lesson 5 Costings for promotional campaigns in central resources); and
- Justify your choices based on costs