Promotional campaigns are used by every business nowadays. These will help to make the public aware of your new products or even improvements to existing products. When planning a promotional campaign we should always keep in mind some key point. Make sure the intended message has reached the target group, also that they have understood it and finally, that they are stimulated and encouraged to take action. Here are some easy steps to plan a campaign successfully.
1. Identify your audience
It is very important to identify your target market as they will be your key focus group in the campaign. Is it a new set of customers you are aiming at or is it to retain the existing customers? This question should be answered properly which will then move you to decide on methods to approach them, check this gift and premium.
2. Know your communication channel
After assessing the target market, the products to be promoted and the environment you will promote in, it is essential to identify the communication channel to be used. It can be either personal channels such as face to face marketing and personal selling or it can be non-personal such as public advertisements on newspapers, billboards, television etc.
3. Determine the promotional objectives and promotional mix
Specific and measurable objectives should be determined to have a clear idea of the campaign. This will help your employees to work towards a certain goal as it will be easier to analyze the results. Next you should decide on the promotional mix that will be used. Make sure to cover all aspects such as advertisements in various media, publicity, marketing items such as a promotional gift, various events and also personal selling as door to door and many more.
4. Develop the promotional message and budget.
The message is what will grab the customer’s attention. Hence it should be very strong and clear, which should also encourage them to take action to buy your product. Then we can decide on a budget so that not too much or too little is spent on promotions such as when deciding on advertisements, a promotional gift for the clients etc.
5. Follow up
Finally to analyze the effectiveness of the campaign, you can follow up on customers by inquiring if they have bought the product and if they would buy again and even if there are any additions that need to be made or even any negative features. Customer feedback is a main tool to improve your sales. It will also generate a good image as it will give the impression that the company truly cares about customer opinions.
With these few simple steps, you can successfully plan an effective promotional campaign. Make sure to execute it in an organized manner so that you can gain best results of this major marketing strategy.