Once you’ve outlined the promotional mix and how you plan to allocate your budget across different marketing communication methods, it’s a good idea to put together a detailed budget listing the specific elements that require out-of-pocket spending and how much they cost. The promotional mix and budget allocation for a local chain of ice-cream shops might be as follows: Promotional Mix Elementsġ0%: Digital marketing: Web-site messaging update contest pages, social mediaĢ5%: Advertising: sidewalk sandwich boards, localized digital ads in FacebookĤ5% Sales promotion: coupons, create-a-flavor contest, sidewalk samples, in-store posters ![]() List the different methods and key tools you plan to use, and then determine how much of your budget you plan to spend on each. Will there be advertising? Digital or direct marketing? Any public relations activities? And so forth. Next, think about the promotion mix you have in mind. This budget figure works as a guardrail or constraint to keep your plans in line with the available resources. The first step in developing a campaign budget plan is to start with the total budget available to spend on a campaign. The sample frameworks below provide useful examples of the types of planning frameworks used by marketing departments.
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