Promotional Materials: Introduction

| 6 minutes

Promotional Materials help AdvaCare Pharma to differentiate from its competitors, to increase brand awareness and to engage Distributors’ target audience. Promotional Material items could display one or more of the following:

  • AdvaCare Pharma logo
  • AdvaCare Pharma brand logo for product range
  • AdvaCare Pharma product name
  • Distributor logo
  • Distributor contact details

Promo Specialist will handle the entire process to coordinate, produce and deliver Promotional Materials.

Note: Most usually Promotional Materials will be shipped together with the customer’s order, meaning the promotional materials will be in the same shipping container or consolidated in another way together with the AdvaCare products in the order. If there are multiple containers being shipped at different times, the promo should be in the first shipped container for the purpose of having promotionals materials available before distribution is initiated.

IMPORTANT:

Promotional Material is one of our competitive advantages as our competitors, being pharmaceutical and medical product manufacturers that are not “big pharma”, do not usually provide promotional materials to their customers. Therefore, it is required to:

  • Possess excellent English grammar skills when communicating with Distributors.
  • Carefully check the Distributor’s Profile and understand the nature of the order placed including the products and corresponding Distribution Channels and Target Audiences.
  • Coordinate with the Distributor’s Account Manager in order to identify the most suitable Promotional Materials.

Promo Specialist will use the following tools to appropriately coordinate the production of Promotional Materials for Distributors:

  • Promotional Materials Status Table : a workspace for Promo Specialist to list the promo items, calculate the quantity, price and promo order budget. The Gsheet has tabs representing every promo order/Promo Master File: a tab in a GSheet to keep track of all promotional material tasks. It is mandatory to Promo Specialist

    • Z:\Shared drives\AdvaCare Marketing Control\Promotional Material

  • Promotional Materials Design Templates folder : a folder containing basic design templates that will be used for designing promotional materials for an order.

    • Z:\Shared drives\AdvaCare Marketing Control\Promotional Design Templates

  • Promotional Materials Email Templates : a document containing email templates regulating the communication in between Promo Specialist and Customer.

    • Z:\Shared drives\AdvaCare Marketing Control\Promotional Material

  • Promotional Materials Catalog : a .pdf file listing visual examples of promotional materials of physical promotional materials which can be provided to Customer to have an understanding of variables.

    • Z:\Shared drives\AdvaCare Marketing Control\Promotional Material\Promotional Material Catalog

  • Promotional Materials Distributor folder : a folder containing multiple folders for each Distributor, named as per the customer internal code, consisting of folders based on every order number where the designs, assets and finished pictures of the promotional materials for that order are saved, worked on.

    • Z:\Shared drives\AdvaCare Marketing Control\Promotional Distributor Material

  • Promotional Materials Design Content Template: a file with tabs, promo material type - based, where the Promo Specialist is required to fill out information answering the questions in the tab in order to choose the ready-to-go content for promo and pass it to Design Specialist who will use the content when preparing mockups:

    • Z:\Shared drives\AdvaCare Marketing Control\Promotional Design Templates\Printed Material\Promotional Materials Content Templates

  • Promotional Materials Distribution Channels : a reference in SOPs explaining which distribution channels apply to AdvaCare and our customers, and how distribution channels + product range will determine what type of promotional material is appropriate for an order.

    • Deciding Promotional Materials Template: a flowchart with a step-by-step process on making a decision on the promotional material type, content for design to follow.

    Z:\Shared drives\AdvaCare Marketing Control\Promotional Design Templates\Printed Material\Promotional Materials Content Templates

  • Deciding Promotional Materials Template: a flowchart with a step-by-step process on making a decision on the promotional material type, content for design to follow.

    • Z:\Shared drives\AdvaCare Marketing Control\Promotional Design Templates\Printed Material\Promotional Materials Content Templates

  • Promotional Materials Reference Price List and MOQs : a tab in “Promotional Material Status Table” Excel where Promo Specialist can find reference prices and MOQs for physical and printed promo items.

    • Z:\Shared drives\AdvaCare Marketing Control\Promotional Material

  • Promotional Materials Packing List : a Gsheet containing tabs for each promo order with description of promo items and their measurements. This file is filled out by Promo Specialist and is being passed to Logistics Department after the promo items are produced in order to plan the shipment.

    • Z:\Shared drives\AdvaCare Cloud Server\Orders\Shipping Documents

  • Products Samples Inventory: a GSheet with available product samples.

    • 2022 Inventory (Storage Room + Sample Room)

    Z:\Shared drives\AdvaCare Inventory Control

    Promotional Material Status Table

By using the above listed materials, Promo Specialist is to gather necessary information on Customers and products of the order to answer the questions needed for deciding on promo items type, content, design, quantities.

It is mandatory to determine the following criteria:

a) What the promotional materials will be about?

For example, the promo task can target promotion of:

  • AdvaCare brand for Distributor’s market (explaining why to choose AdvaCare products, general presentation of what AdvaCare brand is, etc.)
  • AdvaCare product range for Distributor’s market (for example: AdvaLife – a supplements brand of AdvaCare, AdvaCare range of pharmaceutical injections, etc.)
  • Specific AdvaCare product(s) for Distributor’s market (for example: IverCare Ivermectin Injection 1% Veterinary Injection)

Depending on Distributor’s requirements, all of the above points can be used individually or as a combination, and can also include promotion of the Distributor’s company together with AdvaCare.

b) What is the distribution channel of the products in this order (or overall in Customer’s business model, if applicable)? This determines where the decided promotional materials will be going to (who will be receiving our promotional materials) and what type of promotional materials is appropriate.

c) What purpose do the promotional materials of this order serve?

  • Increasing long term brand awareness
  • Building credibility
  • Messaging and advertising AC brand/range/product to end customers with the purpose of increasing sales and stimulating demand
  • Educating customers (buyers, patients, medical staff)
  • Associating the Distributor with AdvaCare brand/product(s)

In order to succeed in preparing promotional materials for the promo order, Promotional Specialist is required to get a full understanding of the key points below by checking the references available by the links in this SOP, above mentioned materials and information provided by Customer and Sales Person.

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