Page 15 - Guide

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Voucher Marketing
Vouchers are most effective when they are marketed to
SMEs and suppliers before, during and after the scheme
Marketing of the Vouchers
 Single flexible campaign
 Simple benefit focused message
 Use all communications channels
 Begin before the scheme starts
 Market heavily during the scheme
 Report results after the scheme
 Case studies give credibility
 Get community “sponsors”
 Use existing business organisations
ICT Innovation Vouchers need to be
marketed to micro enterprises, SMEs
and service suppliers. This drives
higher rates of uptake and increases
their impact.
Marketing is most effective in reaching
businesses when it focuses on the
channels that businesses most often
use.
The closer the marketing is to the
communities within which the business
operates the more likely it is they will
receive the information on how to apply
for vouchers.
The most effective marketing is tailored
to each type of business or even
geographic areas. Vouchers should
also be internally marketed within the
regional
ICT Innovation Vouchers – Guide for Regions
© EU Commission 2013