@Oasis11 - Promotions are critical when you are launching a new product or business for that matter. Some companies capture customer information at the register in order to track the customer’s purchases and send them appropriate coupons that the customer might use on repeat purchases.
You can also start a reward program in which the customer gets a free product after so many purchases. This is really effective because everyone likes getting something free.
I think that a marketing plan should also include getting the name out about the company and this could be done with a press release in the community paper or you can even pay someone to drive around with a car that has ads covering your business.
The marketing plan really depends on the type of business that it is but giving coupons away or creating a reward system does give the customer a reason to return which is really what you want.
Targeting a specific demographic is essential in your sales and marketing plan because not all customers are the same and you really want to focus on the ones that are more likely to purchase your product or service. You don't want to focus on everyone because then the advertising would not be as effective.