Struggling? Follow These Six Steps to Create Successful Promotional Campaigns

#marketing #promoitemsFeeling a little frustrated week after week, trying to come up with the right marketing campaigns for your business?

Here are some tips to help you get organized and stay focused. The first thing to consider is your plan. Creating a core plan makes all the difference in the world. Once you find a core plan that works, it’s just a matter of tweaking it to make it perfect.

It’s Not a One Time Deal

Keep in mind, that promotional advertising is not just a one time activity.  It should consist of a coordinated program that includes regular communication with customers and prospects through a variety of channels, including social media, product/service literature, websites, online (and for some firms printed) catalogs, and of course promotional items.

Successful promotional campaigns don’t happen by chance. To realize your goals, programs must be carefully planned, taking into consideration the audience, budget and of course, the ultimate results to be gained.

Your marketing will fall short if you are randomly ordering promotional items and other marketing materials with no goal or target audience in mind.  Handing out items to anyone who passes by will probably result in a lot of your advertising dollars ending up in the trash. 

You can reduce the number of times your promotional material ends up in the trash, if you really hone in on who needs your products and why, and then target your marketing toward those prospects.  You may also improve your marketing when you start to coordinate your efforts so that they are working together.

Keep fresh ideas coming by seeking out information and organizing it so that you stay up to date with industry news, customer trends and inside information. Incorporate a variety of sources and media for your company’s marketing content so that you have readily available marketing materials and literature. Regularly order promotional items with your target audience in mind.

Since we’re all kind of tired of the winter weather, we’ve included a video to help you think about your summer promotions and kick off your creativity! Watch this video for promotional ideas and follow the steps below to make your next promotion a success!

Take the Following Steps Toward a Better Plan

1.       Define a specific objective.

Whether the goal is to increase traffic during a trade show or to boosting sales with current clients, clarify the purpose of the campaign. Define several key objectives that are tied to your overall goals. Make them as measurable as possible, for example, to increase traffic by a certain percentage or increase the number of qualified leads by a certain number within a certain period of time.

2.        Create a distribution plan geared to a targeted audience.

Planning for distribution of promotional items, product literature when and how you will reach out on social media, etc.  is just as important as the items themselves.  Research has shown that a carefully executed distribution plan significantly improves the effectiveness of the selected promotional item. 
For example, a pre-show mailing or a pre-show social media campaign to a select audience will likely deliver more trade show traffic and qualified leads than simply distributing items to passersby at the show.

3.       Create a central theme.

Linking a logo and color scheme to all aspects of a campaign, from promotional products to sales sheets to product packaging, helps create an instantly recognizable theme. For example, the ribbon theme and various colors have come to symbolize various healthcare issues. The ribbon is a highly recognizable symbol for awareness programs of all kinds. This is an example of a theme that has done extremely well.
 

4.       Develop a message that supports the theme.

Supporting your campaign’s theme with a message helps to solidify the name of your company, service or products in the minds of your audience. Going back to the ribbon theme, it is common now to see ribbons, and most everyone recognizes the campaign based on the color of the ribbon. For example, the pink ribbon symbolizes breast cancer awareness.

Another example from a bank. A bank created the theme “Are you tired of being treated like a small fish?” that it promoted to small business. They sent fish-related promotional products to prospects along with promotional literature. 

The promotional literature served to provide details on their service offerings. The promotional items served to extend the brand and make it easy for small business customers to remember them when they needed services.

Promotional items are great for jogging the memory and creating brand recognition. The benefit to you is that this will help potential customers remember your company the next time they need your services.

5.       Don’t pick promotional items based solely on uniqueness, price or perceived value.

Don’t fall prey to the latest trends or fads if they don’t work for your overall goals and objectives. Don’t pick the cheapest promotional item because the quality of the items selected will be a reflection on your company. The most effective promotional products are useful to your audience and gain the most traction when used in a cohesive, well-planned campaign.

6.       Select a promotional item that has a natural relationship to your industry or marketing theme.

A good example is a company that developed a magic motif for its conference at Disney World. Attendees received magic-related products to tie in with the theme “Experience the magic at Disney.” 

Tracking what works well and noting areas that need improvement will make planning easier with each campaign. 

Need themes that can be used to communicate with your audience? Stay tuned for ideas and special planning information.  Find ideas and dates of interest that carry a theme for each month to spark your creativity! 

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