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Planning a successful Promotional Campaign

Planning a successful Promotional Campaign can be narrowed down to specific steps. These steps should be defined based on the goals you have for your target audience response. Your goals for promoting your message should be simple and clearly defined.


Goal 1: Your message reaches your intended audience directly.


Goal 2: Your message is clear and concise and easily understood.


Goal 3: Your message has a call to action and stimulates a response from your audience.


When you are planning your marketing campaign, you should make sure you define these three goals early in the process and refer back to these goals as your campaign progresses. Take the time at the beginning of the process to define these goals and you will be able to judge the success of your campaign.


 Step 1: Define your Target Audience 

This is one of the most crucial steps of the process. If you are targeting children versus professionals, you will want to pick a totally different product and message. Make sure you influence the audience you most want to target.


 Step 2: Pick your Promotional Product 

Just as step one, you want to make sure you are picking a product that will speak to your target audience. Do not get pencils if your goal is to promote your message to a Gardening Association. Try Forget Me Not seeds. Be specific with the item you pick as it relates to your target audience.


Step 3: Develop your Message 

Branding is everything in today’s competitive market. From your logo, the colors of your items to your tag line, you must create a complete message and image. Much focus has been placed on creating brand awareness and you should spend the time required to create your band image. It is one of the most important aspects of your marketing campaigns.


 Step 4: Know Your Promotional Budget 

Your budget should take into consideration many aspects. What can you afford? Who are you targeting? Do not send a CEO of a company a cheap item; you want to make an impression. Sometime it makes sense to buy inexpensive items, but sometimes it does not make sense. Know your audience, and your goal!


 Step 5: Measure Your Campaign Effectiveness 

You will also need to determine how you will measure the effectiveness once you implement your campaign. How did the actual performance measure up to planned objectives? You will need to gather this information by asking your target market whether they recognized or recall specific advertising messages, what they remember about the message, how they felt about the message, and if their attitudes toward the company was affected by the message.


Martin Watkins


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