Promotional Materials | Support Advacarepharma

Types of Promotional Items

1. Promotional Materials are marketing materials written, printed, graphic, electronic, audio or video matter which are used to support AdvaCare Customers. Promotional Material helps AdvaCare Pharma to differentiate from its competitors, to increase brand awareness and to engage Customer’s target audience. These promotional materials can consist of brochures, flyers, posters, etc. that provide content of product information or text content. Other items used more for brand awareness can be mugs, pens, notepads, pill dispensers, desk calendars, etc.

2. Product samples are extra quantities of products AdvaCare has purchased from an order to send to Customers:

• If a Customer is interested in a product(s) to order in the future

• If a Customer distributes this product but has not yet ordered from AdvaCare

• If Salesperson wants Customer to start distributing a new product or product range

Creating Promotional Material Sub-Task

For every order, Salesperson must create a Promotional task after we have confirmed the factory packaging for the order to have Marketing Dept. prepare Promotional Materials that will be sent to the Customer together with the order. The goal is to keep everything related to an order under the same Project, and be able to track Promotional Materials status. Promotional Materials sub-task will be assigned to Marketing Dept. Manager first. After Marketing Dept. Manager checks the task description, it is assigned to the Promotional Materials Specialist that will contact the Customer, prepare the designs, print/produce them and hand over to Logistics Dept. in time to load in the Container together with the Order.

Note: Even if promotional materials are not sent for an order, the Promotional Task must be created for future reference. The reasons promotional materials are not sent could be:

• India origin of the order

• Shipment will be sent to another country than the destination country and the container will be off loaded and loaded to another ship.

• Customer does not want promotional materials.

• Products produced are not under AdvaCare brand

1. From the main task page, identify the ‘Sub-tasks’ Smart button on top right of the screen (below the status bar), and click on it.

2. On the ‘To Do’ stage, click on the ‘+’ symbol.

3. Revise the ‘Task Title’ field, using the following format: SO# - Customer code - Promotional

Note: Salesperson must follow the exact format above, including punctuation (spaces, parenthesis, lower or upper case, etc.).

4. Fill in the following fields:

Deadline: this is the estimated production completion date

Note: If there is a change in the production completion date, it is important Salesperson updates this and informs Marketing person via task of the date change.

Tags: Marketing Dept.
Description: This is to provide Marketing Dept. information about the order to prepare the promotional materials accordingly.

Please follow the description template:

PRODUCTS: [AM to fill out products ordered dividing them in 2 sections below]

1.1. New Products [list of the products the customer ordered for the 1st time]
1.2. Reordered Products [List of the reordered products]
1.3. Classification: [Prescription, Rx, OTC, Supplements, Veterinary, Medical Devices, Pet Supplements]

Note: the classification of the same product may vary depending on the customer’s market regulations

DISTRIBUTION CHANNELS:

2.1. [AM to fill in if known. If not, leave it blank and put “Undefined by AM, Marketing to decide”]

Note: it is mandatory to know where the promotional materials will be used to be able to check and approve the suggested my Marketing Department promotional materials

TARGET AUDIENCE:

3.1. [AM to fill in if known. If not, leave it blank and put “Undefined by AM, Marketing to decide”]

Note: it is mandatory to know who the promotional materials target to be able to check and approve the suggested my Marketing Department promotional materials

FEATURED BRANDING: [Undefined by AM, Marketing to decide when discussing with customer]

4.1 [promotion of product(s) / product range / AdvaCare brand]
4.2 [promotion of AdvaCare+distributor/AdvaCare only]

MAIN MESSAGING: [Marketing to fill out (select after the 1st promo email reply)]

Increasing brand awareness through visibility
Building credibility
Educating consumers/patients about disease or medical condition
Introduce and explain our products to distributor customers or end consumer
Stimulate demand and increase sales
Thanking distributor customers

CUSTOMER INFORMATION: [AM to provide and Marketing is to confirm with the customer]

6.1 For example: “take from the previous promo SO1690” or it can be mentioned what exactly needs to be put

ORDER SHIPPING INFORMATION: [AM to fill out]

7.1 Shipment type [sea/air], [LCL (mentioned how many CBM)/FCL (mention the container size)]
7.2 Port of Loading/Departure - [Shanghai]

Note: Promotional materials will have to be sent to the Port of Loading

CUSTOMER CONTACT INFORMATION: [AM to fill out]

8.1 [name/email]

SPECIAL REQUIREMENTS: AM (optional)

9.1 [Any special requirements from Sales Dept. or Customer that AM as aware of]

AUTHORIZED USE OF BRANDING ASSETS to be sent to Customer: YES [link to the document prepared by AM]/ NO [If the BA Letter is already signed and saved]

Z:\Shared drives\AdvaCare Distributors Control\[DISTRIBUTOR FOLDER]\OTHERS

Note: The BA Letter will be prepared by AM Specialist and saved as a PDF file for the Promo Specialist to send to the Customer. AM Specialist is to check when confirming the mockups of the Promo if the BA Letter has been stamped/signed by the Customer and saved in the folder. The mockups cannot be sent to the customer without the BA Letter signed by the Distributor.

Milestones

Milestones are used to estimate, track and mark the steps of promotional task completion.

The procedure is the same concept as how to handle adding Order Milestones in SO: See ‘How to Fill Out Order Milestones’ SOP.

There are 15 Promotional Material Milestones. Salesperson will fill out Milestones 1, 2, 7.

PROMO 1: Promo Task Created – the date the promo task was created (fill Closed Date & Closed by) set by Salesperson
PROMO 2: Email Sent to Customer with BA Letter - the estimated date Marketing Dept. is to contact the Customer via email. This estimated date should be within 7 days from when the promo task was created. (fill Estimated Date & set Event Date in Calendar with reminder) set by Salesperson (fill Closed Date and Closed By) set by Promo Specialist
PROMO 3: Requirements from Customer Received – the Estimated Date and a Closed Date set by Promo Specialist
PROMO 4: Requirements to Designer Sent – the Closed Date set by Promo Specialist
PROMO 5: Promo Mockups Completed – the Estimated Date and a Closed Date set by Promo Specialist
PROMO 6: Promo Mockups Confirmed by Marketing Manager – the Estimated Date set by Promo Specialist and a Closed Date set by Marketing Manager
PROMO 7: Promo Mockups Confirmed by Sales Department and BA Letter received – the Estimated Date set by Promo Specialist and a Closed Date set by Salesperson

Note: The Promo Specialist cannot send the promo mockups to the customer if the stamped and signed BA Letter has not been received. When the BA Letter has been received by the Customer, Promo Specialist must save the signed/stamped BA Letter in the same folder link noted in the Description of the task. Promo Specialist will send a task to AM Specialist to inform them that the BA Letter has been received.

PROMO 8: Promo Mockups Sent to Customer – the Estimated Date and a Closed Date set by Promo Specialist
PROMO 9: Promo Mockups Confirmed by Customer - the Estimated Date and a Closed Date set by Promo Specialist
PROMO 10: Promo Materials Sent to Production - the Estimated Date and a Closed Date set by Admin Assistant
PROMO 11: Promo Materials Production Completed - the Estimated Date and a Closed Date set by Admin Assistant
PROMO 12: Promo Materials are Received - the Estimated Date and a Closed Date set by Admin Assistant
PROMO 13: Promo Materials Pictures are Completed - the Closed Date set by Promo Specialist
PROMO 14: Promo Materials List Provided to Logistics Dept. - the Closed Date set by Promo Specialist
PROMO 15: Promo Materials Dispatched - the Estimated Date and a Closed Date set by Promo Specialist

Note: Sometimes due to different reasons, the produced promotional materials cannot be shipped with the order and are stored in AdvaCare’s storage room until the customer’s next order. In this case, the Promo Specialist will put a note next to the items in the promo budget excel sheet. In the customer’s next order as the last order’s excel sheet is checked, the Promo Specialist will see this and send a task to the Account Manager to inform them so it can be included in the CBM of the order.

Marketing Dept. Contacts Customer

After creating the Promotional Material Sub-Task, Promo Specialist will contact the customer via email and attach the BA Letter (if required). The aim is to understand the Customer’s needs and ask questions about their expectations and requirements.
If the Customer does not respond five (5) days after the follow-up email (two (2) days after the first email), the Marketing person will notify the Salesperson via Promotional Material task.
Salesperson is to read the email communication between Marketing Dept. and Customer to make sure both are understanding each other.
Marketing Person will adapt and send to the Distributor relevant questions to understand the use for the Promotional Material. Salesperson should also understand this.

Who is the target audience?

Sub-distributors
Pharmacies
Retail (other than Pharmacies)
Consumers
Employees
Salespeople
Other: Please specify

What is the goal/objective?

Increasing brand awareness through visibility
Educate consumers about disease or medical conditions
Retail (other than Pharmacies)
Introduce and explain about products
Attracting visitors
Thanking consumers
Other: Please specify

Please specify:

Language(s) in which the item [XXX] should be produced:
Location where the item [XXX] will be placed:
Retail environment, including size of the space, display area:
Special requirements for how the item [XXX] should be displayed in your country:

If possible, please provide examples of other [XXX] common in your market.

Salesperson to Coordinate and Guide Marketing Dept.

Salesperson knows and understands the Customer. Salesperson must work with the Marketing Dept. for the promotional materials and product samples. Often the Customer will inform the Salesperson regarding the promotional materials or product samples as the Salesperson is in constant communication with the Customer and Marketing Dept. is not. This information needs to be passed on to the Marketing Dept. via Promotional Material task.

Promotional materials needed (specify for which products if possible)
Promotional materials of no use
Where these promotional materials will be used?
Why these promotional materials are required?
Whom are these promotional materials for?
What quantity is required for the promotional material?
What samples Customer wants to receive?

Marketing Dept. will use their discretion but still require guidance from the Salesperson.

Checking designs and relevance of promotional materials to ensure the Customer fulfills the purpose of the materials and meets the needs of the Customer.

How to check and confirm Promotional Materials

Once the Promotional materials designs are prepared by Marketing Department, Promo Specialist sends a task to AM Specialist and Sales Manager to check the designs.

The main points to check:

Are the assets used correct and taken from the products of the order? (as the packaging varies customer to customer, check if the images are as per the ordered products)
Is the customer information (if it is there) correct? Check with the customer contact card.
Are the items suggested for promotional materials serve the desired purpose, target the right audience and distribution channels?
No spelling mistakes
If any quality icons are placed, can they be used for these products?
The QR Codes must lead to the “Product” page of the product of the website.

After Sales Dept. provides comments via task and the revisions are done, make sure that BA Letter is signed by the Distributor and saved in the folder. Promo Specialist cannot send the designs to the customer without this document being signed.

Customer Purchases Promotional Materials

Based on the budget Marketing calculates, the Marketing person will communicate with the Customer on the promotional materials requested. There are situations where the Customer wants more promotional materials than the allowed budget. In this case, Customer will be required to purchase the extra items. Marketing will.

Marketing person identifies that Customer wants extra promo and confirms the Customer is willing to pay. Customer will only confirm after knowing the estimated price of the products.
Marketing person informs Salesperson via task of the items and cost.
Salesperson must add the additional promo cost to the SO to invoice the Customer.

How to Add Promotional Material Cost to SO

Locate the relevant SO in the Sales Module.
‘Add’ product as Product.

3. Fill in ‘Ordered Quantity’, ‘Cost’ (purchase cost for AdvaCare), ‘Description’ (Promotional item), ‘Profit’ (add profit %).

4. Click ‘Save’. Check the Product is added to the SO.

Product Samples in Storage Room

1. Salesperson is to check the Storage Room Inventory List for the available samples and choose relevant products for the Customer:

https://docs.google.com/spreadsheets/d/1Nb0m3WhPmDrIVkq4j_FtQklFv0mjIGaEyWNnJaDhjLA/edit#gid=0

Note: Do not revise or edit the Storage Room Inventory List.

Note: The products in red color are products which will expire soon. These are products to focus on to send out.

2. After the products have been selected, Salesperson should send a task and list the items and quantities to Sales Manager to check the products selected and to Logistics person to check if the products can be shipped out.

3. Once Sales Manager and Logistics person confirm the products, Salesperson will send the list to the Customer to confirm it is acceptable to import these products as samples.

Note: Sometimes the Customer will get taxed on the samples, so this may not be acceptable. This is the reason Salesperson must confirm with the Customer before informing Marketing person to get the samples from the storage room.

4. There are some products that may require a commodity inspection. This process can take from 3 days to one month so this needs to get started as soon as possible. But beware there is an expiration to the commodity inspection from 1-2 months. The shipment must be coordinated with the commodity inspection expiry date so that it does not expire before the customs declaration of the shipment. Salesperson must communicate with Logistics person for this.

5. After the Customer confirms the product samples can be included in the order shipment, Salesperson will send task to Marketing person with the final confirmed list. When the shipment date is confirmed, Logistics person will send task to Marketing to collect the promo and product samples to send to the forwarder’s warehouse.

6. When Marketing person has collected the product samples, Salesperson must check the samples are as per the list provided. Check the specifications, quality of packaging and that there is NO Vendor/other Customer information on the packaging. Product samples with Vendor information or other Customer information cannot be sent out. Check this with Sales Manager.

7. After product samples have been checked, Salesperson will arrange the product samples in cartons. See the Sending Samples to the Customer SOP .

8. After samples are prepared, Salesperson will send task to Marketing person and inform samples are prepared and where the sample carton(s) are located.