Download Chapter 1 Monitoring health and safety

Chapter 2
Promotional activities and selling
products
Outcome 1
Contribute to the planning and preparation of
promotional activities
Learning objectives
• Identify the legal requirements of promotional activities and selling
products
• Describe the different health and safety procedures to be aware of
when planning an activity
• State the considerations that need to be taken into account when
finding a venue
• Identify the stages of promotional planning
• Identify the different types of resources that are required for a
successful promotion
• State the importance of working to a budget
• Identify the different promotional activities that can be used
• State the different methods of advertising and marketing for your
promotional activity
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Legal requirements
Legislation
Basic overview
Data Protection Act
Regulates the use of personal data
Trade Descriptions Act
Protects the consumer from false
trade descriptions
Sale and Supply of Goods Act
Prohibits the use of false trade
descriptions
Consumer Protection Act
Protects the client against the
selling or use of defective products
Consumer Safety Act
Makes further provision with respect
to the safety of consumers and
others
Prices Act
Prices should be clearly marked so
they do not give a false impression
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Health and safety procedures – 1
Much of your health and safety planning will be implemented
when you conduct your general planning for the event. However,
it is essential that you know the legal requirements for your
promotional activities and all relevant health and safety
procedures. These include:
• roles and responsibilities for public and staff with regard to
safety and in the event of an emergency if in an external venue
• fire evacuation procedures and routes
• electrical safety for any pieces of electrical equipment needed
• risk assessments.
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Health and safety procedures – 2
Remember that a risk assessment follows a procedure that:
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identifies all hazards that could cause harm
decides who and what the risks are of the harm
assesses the risks
takes action to minimise the risks.
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Venues – 1
You may be holding your promotional activity in your normal salon or
spa environment, in which case you should already hold the correct
insurance, health and safety requirements and risk assessments.
You may, however, find that you are conducting your promotion at an
external venue.
When choosing the venue consider the following:
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cost and availability of hiring the venue
access to the venue, particularly for guests with disabilities
amenities and facilities the venue has to offer
capacity of the venue
insurance that is already in place.
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Venues – 2
• It is essential to check that the venue has its own public
liability insurance and any entertainment licences.
• Know the contract requirements of any local bye-laws and
legislation which could restrict your promotional activity in your
venue.
• Identify who your points of contact at the venue are and record
their contact numbers somewhere safe and easily accessible.
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Venues – 3
Ensure that you know the following about your venue:
• dates and access times
• first aid and emergency procedures
• electrical supplies and requirements for microphones,
overhead projectors and equipment
• amenities and facilities available
• hospitality arrangements for guests to include drinks, food and
seating
• floor plan and decor of venue
• background music needs.
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Promotional planning – 1
Promotional event planning and preparation can be a sizeable task
depending on the event you are organising.
It is imperative that you know and appreciate the value of detailed
and accurate planning.
Start your organisation several months before the event and
arrange a meeting with all those involved where you can discuss
your objectives, agree a schedule and set a time scale.
You may also want to allocate:
• an organising committee for the smooth and safe operation of the
event
• an event manager in overall charge of the event
• a safety officer with overall responsibility for safety matters.
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Promotional planning – 2
During the planning stages you will also need to:
• decide on your venue
• choose the dates and times your event will be open
• decide whether admission will be free, by pre-sold tickets or by
payment on arrival
• identify your target audience and methods of attracting their interest
• estimate the approximate number of clients expected to attend
• choose suppliers for hospitality and decor (if required)
• carry out risk assessments and obtain specialist advice if necessary
• identify methods of evaluating your event at this stage (via websites,
focus groups or word of mouth).
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Material resources
Some of these will need to be ordered in advance, like extra
stock; you may need to research how to obtain others, such as
an overhead projector and microphones, with other resources
coming straight from your salon.
Types of material resources required for an event include:
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tools
equipment
materials
consumables.
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Human resources
Clearly define the roles and responsibilities of those involved in
the event. Ensure they are matched to their individual level of
competence and everyone knows who is responsible for what.
Gain each person’s commitment and agreement to participate in
the activity. Ensure that:
• any training needs are identified and completed before the
activity commences
• models have been identified and organised as required
• before the day everyone has been properly instructed on how
to carry out their responsibilities.
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Working to a budget
• It is important to be aware of the budget you have for your
activity and what resources can be afforded.
• A large organisation will generally outline a budget for
marketing activities in an annual business plan. However,
smaller business will need to decide what money can be
allocated to promotions and plan for this accordingly.
• It is essential that you stick to a budget. Running out of money
in the middle of planning an activity will have major implications
and could even see the event cancelled and all the money lost.
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Promotional activities
There is a huge range of promotional activities.
Certain factors will influence the chosen activity such as the size
of the budget, the target audience and the product or service that
is being promoted.
Three promotional activities that are required in this unit’s range
are:
• demonstrations
• displays
• advertising campaigns.
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Demonstrations
Demonstrations are used widely to physically demonstrate the product
or service to clients.
They can vary immensely depending on the situation and environment
that the demonstration is being delivered in.
A demonstration can be performed to an individual in a small area or to
a large group of people in an extensive setting.
You may be able to perform the demonstration on the client or you may
require a model to perform the demonstration in front of an audience.
The success of the demonstration will depend on:
• being fully prepared with all resources and props required to hand
• ensuring any equipment that you use is in full working order
• ensuring you have the knowledge and confidence to deliver the
demonstration.
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Displays
• Displays help to boost product recognition, client interest and
sales.
• Promotional displays can be effective for themed promotions
throughout the year, such as for Valentine’s Day, Mother’s Day and
Christmas.
• Displays must look professional and be clean, tidy and
undamaged.
• They should be placed in an area that is widely seen, such as in
windows and in a reception area.
• They should be changed on a regular basis to maintain clients’
interest.
• Many professional product companies will supply promotional
material for displays, such as leaflets, posters and stands.
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Advertising campaigns
• Advertising campaigns create interest and a want and need for a
product or service.
• Ultimately they are used to launch a new product, increase brand
awareness and boost sales.
• An advertising campaign is a series of messages that share and
support a theme or idea.
• The planning and delivery methods of a campaign will lead to its
success or failure. You may, for example, choose to focus your
campaign at a quieter time of year to stand out above competitors.
However, there will be fewer clients to target.
• A budget should be allocated to your campaign at the initial planning
stage which will dictate your methods and volume of advertising.
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Advertising and marketing methods – 1
New and existing clients will not know about your activity unless you
inform them.
There are many different methods of advertising, and it is important that
you match your activity to the relevant advertising material. Common
methods of advertising events include:
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e-mailing and texting existing clients
posters
letters
flyers and leaflets
brochures
press release
newsletters.
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Advertising and marketing methods – 2
• Word of mouth or verbally telling people is another method,
but it cannot be relied upon alone.
• It is good practice to use a mixture of different methods. This
also gives you the opportunity to advertise to a select
demographic that may be your target audience. The level,
amount and method of advertising will depend on your budget
and your objectives.
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