This is the point where the promotion strategy is executed. It involves not only distributing the specialties to the target audience but also securing whatever information and cooperation is needed to make the promotion work. Examples of implementation will be described in the next section covering typical promotion objectives. This is something that is often ignored because it is either impractical in relation to the promotional investment or because the response is difficult to measure. Yet whenever possible, business owners should try to get a reading on the promotional efficiency of all media they use because it helps them determine whether the promotion should be repeated, revised or discontinued and whether or not the budget is sufficient.
Promotions employing a direct mail solicitation, for example, are easy to measure.
All you need to do is make a split-run mailing in which half the audience gets the specialty and product literature and the other half gets only the literature. Then you compare the response rates between the two audience segments. There are hundreds of applications for specialty advertising. Developing or qualifying business leads Promoting image and maintaining customer goodwill Introducing new products and services Opening doors for salespeople Grand openings and special events. Whether a business is brand new in town or has been around awhile, it needs to make prospects aware of its existence.