The role of any Alternative Revenue Generating Opportunity (ARGO) in its parent environment must be clear if it is to be successful.
Each element in the ARGO program must be supportive and work in harmony with the parent system toward a stated objective.
Clarity of Offer, critically important when presenting the ARGO to the advertiser and the consumer, is expressed in each of the following elements that reach those two publics:
The ARGO elements include:
The face-to-face, one-on-one contacts that present, sell and/or provide the functions or services to the advertiser and consumer.
Letter 5: CN TOWER case study
All of the visual materials that are used to present the ARGO to the advertiser and the consumer including: Graphics, Advertising, Presentation materials, Public Relations, etc.
The physical plant, the place where the exchange takes place and the action occurs and the objects and conditions by which we are surrounded, i.e., use of colour, props, sound, textures, graphics, services, etc.
The degree to which each of the above elements works together, communicating the same message, will determine the degree of success of any ARGO programme.
The four-step process for developing the ARGO Clarity of Offer proposition includes:
Step 1: ARGO Information Gathering
The homework step, all relevant ARGO marketing-oriented data about the parent environment (consumer, competition, trading area, current advertising practices, space and environmental restrictions, policy restrictions, etc.) will be collected, analyzed and summarized in a statement of venue-specific ARGO programme Problems and Opportunities.
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Step2: The Development of an ARGO Decision Framework
The Decision framework is the reference point for the development and execution of all ARGO programmes. It has two components: A Philosophy and Decision Criteria
Often developed in question form they flow from the Philosophy and are the terems of reference/standards against which all ARGO judgements are made.
Step 3: The Development of the ARGO Programme Elements
ARGO marketing activities the Programme Elements are as outlined above and include the specifics of: Product, Service, Communications, and Environment.
Step 4: The Development of an ARGO Management System Management understanding, commitment and competence are critical the success of any ARGO programmes. This step will examine these issues in detail and the appropriate in-house and/or contracted ARGO management structure.
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