In the consumer-driven society that we’re living in today, people are bombarded with different products and services. From the moment we wake up to the time we go to sleep, we constantly see advertisements from digital devices and in the physical world around us.
On average, it takes 5 to 7 impressions for people to remember your brand.
To make it simple, let’s understand the What, Why? How? aspects of a promotional campaign.
What is a promotional campaign?
The word ‘Promotion’ means to evoke an emotion.
A Promotional Campaign is a series of ads through various marketing tools, sharing similar ideas and thoughts to promote a business, product, service or an event.
Why should you consider undertaking a Promotional Campaign?
You could be manufacturing the best product, but you should be able to tell your audience that you have what they’re searching for. A Promotional Campaign does that!
A well-designed marketing and promotional strategy can help you obtain long-term success, bring in more prospects, ensuring profitability to your business.
A successful promotional campaign supports brand positioning, communicates a message, generates leads and creates customers. Without a promotional campaign, reaching out to your target can get extremely difficult.
Take a look at a stepwise procedure to plan a promotional campaign!
Promotional campaign process
1. Ideate, research & set your goals
There would be no shortage of ideas when it comes to marketing your product. But, it is important to decide one idea that resonates the best in your industry and among your target audience.
Do brainstorming sessions. Identify your target audience and list out ways you can reach out to them.
If you’re a mobile accessories brand, for example, you could get more marketing range by sponsoring a mobile launch event in your community. It’s a perfect opportunity to boost your business’ sales as you get to meet interested prospective audiences, exhibit unique products and engage with existing audiences.
2. Set the objectives of the campaign
Nothing attracts your audience better than your company’s goals and objectives. We often see businesses showing off their mission, vision and objectives on their homepage. A potent and convincing brand objective alone can increase your organization’s reliability.
Your marketing plan starts only when you set your goals and objectives of your business. Marketers often recommend that the objectives be SMART - Specific, Measurable, Achievable, Realistic and Time-oriented.
3. Determine the Promotional mix
Promotional Mix means the channels/tools that marketers use to help a firm reach its goals. The promotional mix includes advertising, Public Relations, Sales Promotions and Direct Marketing. So at this stage, choose your promotional mix to communicate your business to your customers and influence them to take action.
Your choice of promotional materials/content can be based on the type of product/service you’re promoting, your (niche) market and your communication channels.
For instance, if you’re promoting sportswear, advertise on digital platforms as your target audience could be youngsters.
4. Develop clear and unambiguous messages
Promotional campaigns communicate your business idea (can be your USP) to your potential customers. You must deliver a strong, emotion-evoking message to convince them to purchase your product /service. From keywords to the main idea make sure to get their eyeballs on your advertisement.
By this phase, you must know what your customer is expecting from your company and make the promotional message accordingly. This connectivity with your audience can help you highlight how you‘re the right fit for their requirement.
5. Allocate the budget
Setting up a budget is really important as it tells you how much you can invest to reach your goal. You can make estimations about Return on Investment, sales percentages and the conversion rate to help you determine a reasonable budget.
6. Determine how you’ll measure results or success
You need to be able to measure the outcome of your promotional campaign. You can track down your insights on various channels that help you reach your target audience.
Make use of tools such as Google Analytics or other marketing software that keeps you updated about the campaigns, based on the goals and conversion rates.
You can even know the effectiveness of your campaign by conducting polls/surveys on what your audience thinks about your brand message, how they felt about it, or whether it changed their perception of your brand.
Social Media is the best platform to launch promotional campaigns for small businesses.
75% of Instagram users get engaged with a company after seeing their post.
7. Tweak and repeat
The best thing about a promotional campaign is that you can make modifications to your campaign based on the results obtained. It’s always a good practice to keep an eye on the campaign and alter the campaign each time you get a good/ bad outcome from that promotion.
Insights like - activities that worked well, activities which didn’t, and how could you turn things around according to your promotion model? These aspects can help you hone skills and expertise for your next campaign.
Having trouble planning your promotional campaign? Get in touch with CassiXcom!
CassiXcom is a new-generation Digital Marketing and IT services agency, providing a comprehensive range of Promotional advertising services to help your business.
Our team makes sure that you are one step closer to your customers and one step ahead of your competitors.
Which part of the marketing campaign do you think is most crucial? We would like to hear from you.
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