Promotion is about knowing, mastering and staying aware of your BRAND, COSTUMERS and COMPETITORS. The better you know them the more the campaigns succeed.
Knowing the brand is not only knowing who they are and what they do but also understanding their commercial problem, knowing about past campaigns, focus and drive, previously released products/ services and products/ service they are working on and will release in the future. Know PAST, PRESENT and FUTURE.
When I first started this internship I though the the main goal of a promotion agency was to generate RELEVANT and AMAZING promotions which would cause sensation in the consumer and therefore have an influence on their behavior. However, I was wrong, the promotion agencies have the same influence on the consumer as the consumer on the promotion agency.
Knowing the brand is not only knowing who they are and what they do but also understanding their commercial problem, knowing about past campaigns, focus and drive, previously released products/ services and products/ service they are working on and will release in the future. Know PAST, PRESENT and FUTURE.
When I first started this internship I though the the main goal of a promotion agency was to generate RELEVANT and AMAZING promotions which would cause sensation in the consumer and therefore have an influence on their behavior. However, I was wrong, the promotion agencies have the same influence on the consumer as the consumer on the promotion agency.
| PAST 
| PRESENT 
| FUTURE ...….. |
When I first started this internship I though the the main goal of a promotion agency was to generate RELEVANT and AMAZING promotions which would cause sensation in the consumer and therefore have an influence on their behavior. However, I was wrong, the promotion agencies have the same influence on the consumer as the consumer on the promotion agency.
PROMOTION <—> PEOPLE ≠ PROMOTION —> PEOPLE
People like parties and celebrating with their friends. | 
Therefore this is what they see in the promotion. |
People (consumers) have a tremendous influence not only on the promotion of the company but also on the brand. Without consumers there is no company thus the company works for the PEOPLE. This is why networking and connecting skills are so important in the business whorl because this is how the agency reaches out the public (consumers) and figures out important information to make the brand better. Based on who they are, what they want, how they are and why they are like that, the promotions are created to appeal and connect to them, without communicating with the public this wouldn't be possible. In the agency the PLANNER is the one who has made this connections and interactions with the public this is why he knows the consumer the best, therefore becomes the consumer in the agency.
To reach out to the costumers they do three types of interviews that helps them understand their clients better, create new/ un explored markets and appeal more the promotions to the consumer so successful.
To reach out to the costumers they do three types of interviews that helps them understand their clients better, create new/ un explored markets and appeal more the promotions to the consumer so successful.
| The interview -Can be conducted to great groups of people -Close ended and concrete questions -No more than 30 questions -5-10 minutes -Questions—> neutral -Questions that can be answered fast, without the need of consulting any documents -Personal questions | The focus groups -Conversation -Conducted to 6- 8 people. At least three times for valid answers. -Open ended questions -Number of questions more flexible -No more than 1 hour -Questions that can be answered fast, without the need of consulting any documents | The profound interview -Conversation -Conducted to only one person at the time. -Conduct to 8-10 people. -MORE open ended questions. -Number of questions more flexible (about 100) -Between 30 − 45 minutes, no more. -Questions that can be answered fast, without the need of consulting any documents |
So I realized how important the COSTUMERS are in a company, they are at the top of the pyramid. Everything about a costumer is relevant to a company because it depends on who they are and what they want that what the company produces succeeds or fails. It is important not only to know your consumers well but also maintain connected and aware of it's needs so you can get closer to them every time. In conclusion communication skills are essential in a business too this is why I want to reenforce this skill in my internship by communicating with the team and asking questions all the time.
Finally know your competition very well.
Who are they?, how many are there? and what brands they have?
Who are they?, how many are there? and what brands they have?
| Look at their different promotions, what do they want to transmit, in the past what have they done. Be aware of any new things they have released and of their accomplishments too. Also evaluate what are the benefits of your brand over the competitors and also what are you missing. It is also very important to maintain aware of who is the leader in the market and evaluate everything that is keeping them in that position and what they are doing good. Competitors don't play such an important role of the promotions and how they are design but they help the agency realize what markets have already been explored and what things haven't been shown yet. | 
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