Promotion Action Plan For Doggy Daycare - Assignment Example

Running Head: PROMOTIONAL PLAN FOR DOGGY DAYCARE PROMOTION ACTION PLAN FOR DOGGY DAYCARE Tekia Crawford St. Leo Promotion Action Plan forDoggy Daycare Action Item 1 Action Item Word of Mouth Advertising in the Community for an initial period of three months. Cost of printing 500 business cards would be approximately $50. Objective The lowest cost option usually used to start off small businesses. The objective here would be to spread the word among local residents and get recognized as a legitimate business operation that caters to the need of looking after dogs. Description Every opportunity would be given to existing as well as potential customers to tell whoever they know about the existence of the business and the services it provides. This would be combined with at least five business cards given to each person I come into contact with who may know customers having such needs. They can then give the cards to people they know, who have a need for pet care and management or other people who are in personal contact with them. Target Market The local community and all their friends, relatives and neighbors. I will start with my own family, friends and relatives and then get them to introduce my business to their friends, office colleagues and relatives. Anyone who has a dog is a prime target, especially if they are working and do not have time to manage their daily affairs as well as look after the pets. I will also drop by business cards at pet shops and animal shelters. Metric The number of referrals I get though these contacts. I am assuming that I will get at least 10 customers through this means but am hoping for more. Action Item 2 Action Item Advertising Doggy Daycare Services in the local newspaper. Cost for 4 weeks estimated at approx. $ 120. Objective The next best option usually used to start off small businesses. The objective here would be to get recognized as a legitimate business operation that caters to the need of looking after dogs. Description Advertisements appearing in the Classified columns of the local newspaper under the heading of Pet Care. Description and address of business as well as telephone number given in the advertisement. The kind of care and maintenance for the dogs, their food and drink needs, medication in case of sickness and general well being that is being catered to will be described in detail. Target Market The local community and interested parties in the city. Metric The number of clients I get through advertising in the local newspaper. I estimate that at least 100 calls will be initiated by potential customers, and I shall be glad to convert at least 25 into clients for my business. Action Item 3 Action Item Advertising Doggy Daycare Services in college campuses. Will include asking permission to paste advertisement on the notice board. Cost of creating flyer type message estimated at approx. $ 50. Objective The objective here would be to get known among the college goers as many of them would have dogs at home that need looking after. Description Flyers to be posted on the Notice Board at these campuses. Description and address of business as well as telephone number given in the advertisement (Kotler & Armstrong, 2011). The flyer will feature dogs that are primed and cared for, fit and trim and cute. Shiny well polished coats and a satisfied and well fed look is what I am aiming for, as this will appeal to potential customers who would want to keep their pets with us. Target Market The college goers and their families. I have determined that the school and college going public have definite need for their pets to be managed properly as they and their families are generally away from home from morning to evening. Metric The number of clients I get through advertising by this method. I would assume that at least 15 new clients would be attracted through this method. Action Item 4 Action Item Advertising Doggy Daycare Services through the local radio station. Cost for 4 weeks estimated at approx. $ 200. Objective The objective here would be to get known among the wider community that listens to the local radio station. Description A selected radio advertisement starting with the barking of dogs when confronted with a surprise and ending with them expressing pleasure and joy. The message of the advertisement, along with a catchy opening question that appeals to most pet owners would be framed. The answers given should intrigue all the potential customers who want to come and check us out. Advertisement to be aired at least twice a day between 5 and 6 pm to catch the homecoming crowd of listeners. Description of services and address of business as well as telephone number given in the advertisement (Ward, 2012). Target Market The local radio listening community in the city. Metric The number of clients I get through advertising with this method. I estimate that at least 300 queries would be generated and would be glad to convert 1 in 3 to become clients. Action Item 5 Action Item Advertising Doggy Daycare Services in a regional pet magazine. Cost to develop full page advertisement estimated at approx. $ 500. Objective By this stage I expect the business to have completed one year of operations and be ready to expand on a regional basis. Description Advertisement to be placed either on inside of front cover or on the first inside page of the magazine. Emphasis will be given on home based but professional care, trained staff to look after and manage the grooming, training and maintenance of these pets, as well as arrangements for walking and relieving them of toiletry necessities. Description and address of business as well as telephone number given in the advertisement. Target Market Dog lovers and their families that have a need for professional care services like ours. Metric The number of clients I get through advertising by this method. In view of the running business and my experience, I would assume that at least 50 clients would be able to be attracted and come on board this way. References Kotler, P., & Armstrong, G. (2011). Principles of marketing (14th ed.). Prentice Hall. Ward, Susan. How to find and master a niche market. The About.com Guide. Retrieved on 18 April 2012 from http://sbinfocanada.about.com/od/nichemarket/a/nichemarket.htm. . Read More