6.4.4 Promotion

Communicational tactics

To succeed on competitive marketplace Marktune will concentrate on establishing active communicational tactics. These tactics includes efforts directed to promotion services of the new venture, maintain relationships with existing clients and improving company image to all contact groups. Moreover, the following communication tactics will be implemented to serve clients orders improving their brand positions. The important goal of the tactics is a creation particular vision observing by the potential customers.

The new venture will use commonly excepted promotional instruments, including Advertisement, Sale Management, Public Relation, and Direct Marketing.

Advertisement instruments could be classified as official advertisement, informational spread, open up advertisement, differentiation advertisement, and remind advertisement.

Exclusive advertising efforts of Marktune will be focused on:

• Distribution of materials that may attain interest of present and potential customers;

• Helping clients to find other agencies that can fulfill orders that are beyond the area of Marktune;

• Buying branded souvenirs for employees, colleagues and clients;

• Writing letters to editors of newspapers or professional journals;

• Maintain heading in professional journals, writing articles and sending them to present and potential customers;

• Offer free research reports to the media as a source of information about target industries of Marktune;

• Publication of information and the news of the new venture business;

• Creating own web-site.

Sale Management involves clients teasing, distribution management and personnel stimulation.

Exclusive Sale Management efforts of Marktune will be focused on:

• Establishing contacts with organizations of the target industries;

• Carrying out specific marketing activities with bonuses, gifts and souvenirs;

• Collection of various certificates to emphasize image of the new venture;

• Sending sample materials or products to potential customers.

Current selling tactics include advertising, seminars, direct calling, mail and networking through professional and business associations. Marktune's entry into the CIS market will be supported by a campaign to establish its profile in the management consulting industry.

Research indicates that the best way to reach potential clients is to conduct one hour "Manager’s" seminars and publish a "Manager’s" booklet free of charge to prospective clients on topics of specific interest. Marktune will conduct seminars and presentations in the area of total customer service and effective business planning. The purpose is to establish company image and generate leads. Moreover, it is intended to arrange special industry umbrella magazine targeted to market participants. The primary objectives are to increase Marktune awareness and name recognition among business managers and generate qualified sales leads.

Referral business and direct contact with executives and centers of influence will be the primary source of business for Marktune.

Sales support materials consist of a company portfolio, which includes magazine article reprints. Business cards, presentations, proposals and stationery are coordinated to reflect the company's message and image.

Public Relation is directed to trust foundation with all contact groups, and using propaganda, journalism, and publicity lobbing.

Exclusive Public Relation efforts of Marktune will be focused on:

• Participation in professional conferences, to gain business links;

• Participated in Chamber of Commerce trade show;

• Attend/sponsor exhibitions and trade shows;

• Continual PR: press write-ups; personal interviews; testimonials; product trials.

• Participation in conferences held in the target industries;

• Writing the book and its distribution to the present and potential customers;

• Subscription to press releases of the media, affecting the main area of the new venture interests, awards, articles or books, and other events;

• Training students in the colleges or universities;

• Establishing contacts with professional consulting associations;

• Finding of partnerships with consulting agencies to serve customers orders that could not be implemented by single Marktune consultants;

• Sending postcards and birthday greetings to clients’ personnel and on special days for the clients’ companies;

• Sponsorship of public organizations and memorable events;

• Requesting recommendations from the customers. Thanking to the customers for their cooperation;

• Publish and update information about the new venture in business reference books.

Direct Marketing establishes contacts with potential clients. Direct Marketing efforts of Marktune will be focused on:

Organizing mini-presentations to potential customers to promote the new venture opportunities;

• Undertake a campaign of personal selling, targeting decision-makers;

• Advertise in industry journals, on the Internet, and on our website;

• Participation of employees in the presentations, communication and distribution of business cards;

• Sending potential and existing customers Direct Mail and any literature related to the theme of working together.