Building a promotion plan, EDA - building a promotion plan

Opportunity Hamilton

It is very easy to waste a lot of money on advertising and promoting your business if you are unsure about what you are doing. To be fair, most advertising campaigns are difficult to measure accurately unless you have a direct response campaign (e.g., you send out 1,000 flyers with a specific product offer and count how many come back with a sale).

When you are in business, you tend to have three scenarios when looking to promote your products and services:

1.You are trying to get existing customers to come back.
2.You are trying to convince potential customers to switch to you from a competitor.
3.You are trying to convince potential customers who haven’t previously wanted what you offer.

Each of these circumstances requires a different approach, to increase the chances that the money and time you are spending on promoting your business are used as effectively as possible.

The best place to start is to access this free online training on marketing, as it covers all the basics.

Read more here.

Hamilton is New Zealand’s largest inland city, and 4th largest urban area. Hamilton is on the main tourist route between Auckland and Taupo. Hamilton is the heart of the Waikato. Hamilton has a land area of 98.6 km2 (New Zealand's smallest city in terms of land area). The average age in Hamilton is 31.3 years compared to 35.9 years nationally. Hamilton has a youthful population - around half of residents are under 30 years old. New Zealand European makes up three quarters of the population, and Maori 19%. Hamilton is home to more than 80 ethnic groups from 65 countries. Over half of all New Zealanders (53 percent) were living in four main urban areas (Auckland, Hamilton, Wellington, and Christchurch) at 30 June 2009. As at February 2008 there were 12,476 small or medium-sized enterprises (SMEs) in Hamilton. This figure accounted for 94% of the total number of businesses in Hamilton. SMEs contribution to employment in Hamilton stands at 33% which equates to 25,810 employees. The growth of SMEs in Hamilton city between 2000 and 2008 was 31% which is above the 25% percent growth recorded in the rest of New Zealand over the same time period. Hamilton is the home of the mighty Chiefs and Waikato rugby teams and the 26,000 capacity Waikato Stadium. Construction of the $1 billion Waikato Expressway, including design work on the Hamilton bypass, is underway