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Promotional Campaign

Step 1: Who will you market too?

  It's important in this first step to examine and understand the needs of your target market.  Who is your message going to? Current users, decision-makers, influencers between individuals, groups, or the public?

Step 2: How will you communicate?

  In the first step of planning, you should define the markets, products, and environments.  This information will assist you in deciding which communication channels will be most beneficial.  Will you use personal face to face meetings, telephone contacts, trade shows, or perhaps a personal sales presentations?  Will the non-personal communication such as newspapers, e-mails, magazines, or direct mail work better?

Step 3: What are your achievable objectives?

  Keep in mind that your objectives in a promotional campaign are slightly different from your objectives marketing campaign.  Promotional objectives should be stated in short-term or long term behaviors by people who have been exposed to your promotional communication.  These objectives must be clearly stated, measurable, and appropriate to the phase of market development.

Step 4: Select your audience.

  This is where you will need to allocate resources among sales promotion, advertising, publicity, and of course personal selling.  Don't skimp on any of these areas.  You must create an awareness among your buyers in order for your promotional campaign to succeed.  A well rounded promotion will use all these methods in some way.

Step 5: Develop your message.

  This is the time that you will need to sit down with your team and focus on the content, appeal, structure, format, and source of the message.  Always remember that a promotional campaign’s appeal and execution always work together.

Step 6: Create the promotion budget.

  This is the exciting part! You must now determine the total promotion budget. This involves determining cost breakdowns per territory and for each element. Take some time to breakdown allocations and determine the affordability, percent of sales, and competitive parity.  By breaking down these costs, you will get a better idea on evaluating the success potential of your campaign.

Step 7: Evaluate campaign effectiveness.

  After marketing communications are assigned, the promotional plan must be formally defined in a written document. In this document, you should include: situation analysis, copy platform, timetables for effective integration of promotional elements with elements in your marketing plan. You will need to determine how you will measure the results once the plan is implemented. How did the actual performance measure up to planned objectives? You'll need to gather this information by asking your target market if they recognized or recall specific advertising messages, what they recalled about the message, how they felt about the message, and if their attitudes toward the companies were affected by the message.  How could it have connected better?


7 Keys to Planning a Productive & Successful Campaign

You must always keep 3 things in mind to achieve your objective:


   1) Your audience must receive your message.

   2) Your audience must understand you message.

   3) You must motivate your audience to take action.