Plan your promotional and campaign year in advance...and share it....

Promotions and campaign planning is critical for companies, both large and small, to manage their business objectives and set the right, achievable forecasts.  Companies like Procter & Gamble, Heinz, Kellogs, and others are experts at creating account specific plans to set and track programs to drive sales.  They will define their marketing spend at the beginning of each fiscal and quarter and then start plugging in promotional programs that are brand specific and account specific.  Account Managers are empowered to share programs with their key partners and customers.  This collaboration should happen but usually it is top down.  The account manager will define what they think should happen in their patch.  Usually, this results in a plan that might not be adopted by customers and partners.  Here we are talking more about business planning rather than just an awareness strategy. 
 
Imagine a world where customers send their account managers promotional plans that can become part of a corporate overall strategy.  The task is to you to document your plans and then the onus is on you to work with your account manager to have them listen to your ideas and integrate them with their business drivers.   The net of this process will mean better pricing and better promotions that you can use in your everyday business activities.    We'll post some sample annual promotional plans that will help you and that comply with the big company corporate standards of business planning.