| 1 | Be able to contribute to the planning and preparation of promotional activities | 1.1 | make recommendations to the relevant person (s) for suitable promotional activities, identifying the potential benefits for the business |
| 1.2 | identify and agree specific, measurable, achievable, realistic and time bound objectives and target groups for the activity with the relevant person(s) |
| 1.3 | agree requirements for the activity with all relevant person(s) in sufficient detail to allow the work to be planned |
| 1.4 | produce an agreed plan showing the - type of promotional activity - objectives of the activity - roles and responsibilities of others involved - resource requirements - preparation and implementation activities - timescales - the budget - methods of evaluation |
| 1.5 | agree a plan that takes into account any legal requirements, when necessary |
| 1.6 | make sure resources are available to meet the planned timescale |
| 2 | Be able to implement promotional activities | 2.1 | implement promotional activities to meet the agreed plan |
| 2.2 | adapt promotional activities, when necessary, in response to changed circumstances and/or problems |
| 2.3 | use resources effectively throughout the promotional activities |
| 2.4 | communicate the essential features and benefits of products and services to the target group |
| 2.5 | use methods of communication that are suitable for the type of promotional activity being undertaken |
| 2.6 | present information in logical steps |
| 2.7 | encourage the target group to ask questions about the services and products being promoted |
| 2.8 | respond to questions and queries in a way which promotes goodwill and enhances the salon’s image |
| 2.9 | actively encourage the target group to take advantage of the services and products being promoted |
| 2.10 | clear away products and equipment at the end of the promotional activity, when necessary, to meet the requirements of the venue |
| 3 | Be able to participate in the evaluation of promotional activities | 3.1 | use the methods agreed in the promotional activity plan to gain feedback from the relevant sources |
| 3.2 | collate and record the information gained from the feedback using a clear and concise format and method of presentation |
| 3.3 | draw accurate and clear conclusions on the effectiveness of the promotional activity in meeting the agreed objectives |
| 3.4 | participate in discussions giving a clear and well structured summary of the results of the evaluation |
| 3.5 | make recommendations for improvements to any future promotional activities based upon the outcomes of the evaluation |
| 4 | Understand the venue and legal requirements | 4.1 | explain the practical requirements and restrictions of any venue |
| 4.2 | describe the contract requirements, local bye-laws and legislation which could restrict the promotional activity in any venue used |
| 4.3 | explain the importance of considering health and safety and other legal requirements |
| 4.4 | explain the health and safety procedures applicable to any venue used |
| 4.5 | explain the potential hazards that must be considered when working at any venue |
| 4.6 | describe the steps that should be taken to minimise risks when working at an external venue |
| 5 | Understand how to plan and prepare promotional events | 5.1 | explain the purpose and value of detailed and accurate planning |
| 5.2 | explain the type of resourcing requirements necessary for promotional activities |
| 5.3 | explain how the nature of the target group can influence the choice of promotional activity |
| 5.4 | explain how to match types of promotional activities to objectives |
| 5.5 | describe how to present a plan for promotional activities |
| 5.6 | explain why it is important to consider methods of evaluation at the planning stage |
| 5.7 | explain how to write objectives that are Specific, Measurable, Achievable, Realistic and Time Bound (ie SMART objectives) |
| 5.8 | explain the importance of working to a budget |
| 5.9 | explain where and how to obtain resources |
| 5.10 | explain the importance of clearly defining the roles and responsibilities of those involved in promotional activities |
| 5.11 | describe the importance of allocating roles and responsibilities to match an individual’s competence levels |
| 5.12 | explain the importance of gaining an individual’s commitment and agreement to undertake a role in the promotional activity |
| 5.13 | explain the types of foreseeable problems that occur and ways of resolving them |
| 6 | Understand how to sell products and services | 6.1 | explain how to recognise buying signals and to close sales |
| 6.2 | identify the difference between the features of a product or service and the benefits of a product or service |
| 6.3 | describe the features and benefits of products and/or services being promoted |
| 6.4 | describe how to tailor the presentation of the benefits of products and/or services to meet individual needs and interests |
| 7 | Understand communication techniques | 7.1 | explain how and when to participate in discussions |
| 7.2 | describe how to give a short presentation |
| 7.3 | compare different methods of presenting information |
| 7.4 | explain how and when to make openings to encourage others to ask questions |
| 7.5 | describe how to answer questions and manage queries in a way likely to maintain goodwill |
| 8 | Understand evaluation methods and techniques | 8.1 | explain the purpose of evaluation activities |
| 8.2 | explain the areas of the promotional activity which should be evaluated |
| 8.3 | describe the most suitable methods of gaining feedback for the promotional activities in the range |
| 8.4 | explain how to collate, analyse and summarise evaluation feedback in a clear and concise way |
| 8.5 | explain suitable ways of formatting and producing an evaluation report |
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