Promotional campaigns can be a very powerful marketing tool when executed correctly. If you want to launch a new product or service, expand your market to reach new demographics, improve your brand’s image and visibility, and increase your sales, then running a promotional campaign might be just what you need. The goal of a promotional campaign is to boost awareness of a product or service by engaging with current and new customers. The key to success in a promotional campaign is careful planning, always keeping in mind your desired outcomes and goals.
A popular tactic is to run your promotional campaign alongside an event, any event, as long as it is one that embodies your brand’s message and principals. This type of promotional marketing can be a challenge since you will need to cut through the noise that might surround the event, but the results are worth it. If this sounds like something your brand could use in order to get the extra engagement you’re looking for, these are the 5 steps to a successful promotional campaign:
Select an Event According to your Target Audience
This is probably the most crucial step of the planning process since you need to carefully analyze the lifestyle of your target audience in order to choose an event that you are certain will resonate well with them. Knowing what your target audience is interested in is essential for all your promotional activities, and it can determine the level of engagement they will have with the campaign, and therefore, its success.
Keep in Mind the Do’s and Don’ts
You will find most big events establish a set of guidelines for non-sponsors, which is what you will participate as (unless you’re willing to invest thousands of dollars in official sponsorship). Official sponsors are guaranteed their campaigns will get the most visibility, so non-sponsors have to follow some rules -like not using official trademarks and logos- not to overshadow their campaigns. But this doesn’t mean your campaign can’t shine too. With a little ambush marketing, you can deliver a powerful message and create an impact.
Find Similarities Between your Brand and the Event
The event you chose will probably have many clear similarities with your brand. Identifying them and building your campaign around them will make it transparent and set you apart from those of official sponsors. For example, official sponsors will most likely use the official trademark in their campaigns and use it as a connection between the event and their brand. Since it is against the rules for you to do this, you can instead find a common theme between your brand and the event and use it as the link between the two.
Design Your Campaign to Match the Event
By capturing the characteristics of the event you chose to ally with, you get important insights about the type of people who attend it. This information is very useful since it can help you design your campaign in a way that you know people will interact with and generate the engagement you need.
Happy Customers = Free Advertising
When it comes to purchasing from a brand, consumers trust other consumers who have already tried it. If your customers are satisfied with your brand, they will most likely recommend it, generating word to mouth advertising and attracting new clients, which is fundamental for the success of your promotions and your business in general. Keeping your customers happy can be as simple as providing good quality products or services, giving away useful corporate gifts, good customer service and showing work ethic.
Successful promotional campaigns are well thought, planned, and designed. Following these 5 steps can make your campaign reach its full potential, helping you reach more people and ultimately improving your sales.
Is there another step to planning a successful promotional campaign you would add to this list? Please let us know in the comments below.