When it comes to marketing, it isn’t enough to just have a great idea, put it up on a couple social networks, and think this counts as a campaign. Actually, while campaigns do start with a brilliant idea, they are more complex than that: they need to have clearly defined goals, a start, and end date, you need to do a demographic research beforehand, and, overall, they need to be carefully planned and designed. There are many examples of marketing campaigns that can be very effective for your business. In this post, we’ll talk about promotional campaigns.
A promotional campaign, like its name indicates, is all about promoting a product or service, which means boosting its awareness while engaging with current and new customers. Promotional campaigns work as long as their approach is unique and memorable, and the message resonates with consumers by being meaningful and powerful. This can bring a number of benefits to your business, like improving your brand’s visibility, reaching new demographics, increasing your sales, among many others.
A popular marketing tactic is to partner up with an event to run your promotional campaign, which can give you the extra engagement you want and set you apart from other promotional campaigns. With so many events happening year round, right now is the best time to find out how you can take advantage of these important marketing platforms. Here are 5 characteristics of a successful promotional campaign:
- Wise Event Selection
Event selection is probably the most crucial step when planning a promotional campaign since you need to choose one according to your target audience’s likes and interests. Selecting an event that will be of interest to them will guarantee their engagement, so you need to carefully understand their lifestyle and choose an event based on that information.
- Following the Rules
Most events establish a set of guidelines that you need to follow if you’re going as a non-sponsor. Official sponsors pay thousands of dollars to get some privileges that put their campaigns on a pedestal for everyone to see. So, unless you’re willing to pay this kind of money, you have to follow the rules, which include not using official trademark, logos or images in your campaign, since they are reserved for actual sponsors to use.
This doesn’t mean, though, that your campaign will be overshadowed by those of the big sponsors. You can engage in ambush marketing, making sure not to break any rules, and create an impact on your campaign.
- Identifying Similarities
The event you choose will have some specific similarities with your brand, which you need to identify in the planning process in order to highlight them and build your campaign around them. For example, since, as we mentioned before, you can’t use official trademarks or images, you need to find a common theme between the event and your brand, which will give consumers a natural connection between the two without having to explicitly reference it.
- Designing your Campaign According to the Event
By understanding the characteristics of the event you chose to run your campaign with, you get important insights about the type of people who attend it, like what type of prizes they prefer and to what extent they would interact with the campaign. This information can be very useful during the designing stage of your campaign since it will allow you to shape it into something the audience will engage with.
- Keeping Customers Satisfied
Consumers trust other consumers, and keeping your customers happy can start word of mouth advertising, which is very effective to help your promotion reach its sales goals and it’s free of charge. There are many ways of keeping your clients satisfied with your brand, a great idea is to distribute corporate gifts: useful stuff with your brand’s name on it.
These are 5 characteristics that successful promotional campaigns have and, by implementing them in yours, you can run a functional and memorable campaign that will reach its goals.
What do you think could be another important characteristic of a successful promotional campaign? Please let us know in the comments below.