Success in marketing doesn’t happen by chance. It is the result of a lot of discipline, hard work, and strategic thinking. Marketing is all about how you present your brand, your product, service, or even yourself to the public. We live in a sea of information nowadays, so this approach needs to be unique and innovative in order to grab the audience’s attention. There are many strategies you can use to deliver your sales message, and they all can be very effective as long as you execute them well. In this post, we are going to talk about promotional campaigns and what makes them successful.
A promotional campaign is a process in which you engage with your target audience-current and new customers- and raise awareness for a product or service. It can bring many benefits to your business, from attracting new clients to improving your brand image. A very common marketing strategy is to run your campaign alongside an event. If this sounds like a project you’d like to embark upon with your brand, here are 5 characteristics of successful promotional campaigns you should have in mind:
- Event Selection: Think About Your Target Audience
It is essential that your target audience is the main focus of all your marketing activities. You need to determine what type of event will be more interesting to them, and in order to do this, you need to thoroughly understand their lifestyle, their likes and dislikes, etc. Choosing an event that will interest your demographics can guarantee high levels of engagement and determine the success of your promotional campaign.
- Play by the Rules
Typically, events establish a set of guidelines for non-sponsors, which, unless you want to pay a lot of cash to be an official sponsor, is what you’re participating as. The thing is official sponsors pay the event so that their promotions are put on a pedestal, so to speak, and get more visibility. That’s why the event sets a list of do’s and don’ts, which include not using official trademarks, images or logos, specific words, and more. But, even though you have to adhere to these rules, it doesn’t mean your promotional campaign won’t get the visibility you want. By using a little ambush marketing you can achieve just that.
- Similarities Between the Event and your Brand
The event you chose to run your campaign along with will have specific similarities with your brand. Identifying them is important since they can be the basis of your campaign. For example, since using the official trademark is prohibited, you can build your campaign around a general theme that your brand and the event might share, giving the consumer a connection between the two.
- Promotion Campaign Design According to the Event
Running a promotional campaign alongside an event has a great advantage and it is that you get important insights about the people who attend it. This information is essential since it can help you shape your campaign into something your target audience will respond well to.
- Having Customers on your Side
Consumers trust other consumers, which means that when your customers are satisfied with your brand, they will start word-of-mouth advertising and attract new clients. Transforming your customers into advertisers is a very effective marketing strategy and not hard to do at all. It’s the simple things, like good customer service, good quality, small details like corporate gifts, that keep your customers happy, making them more likely to recommend your business to their peers.
A promotional campaign can be very effective if carefully planned. By understanding and implementing these 5 characteristics in your own campaign, you will be able to generate the impact you want and deliver your brand’s message in a powerful and successful way.
What do you consider an important characteristic of a successful promotional campaign? Please let us know in the comments below.