How to Build a Promotional Campaign
While word of mouth is the best form of marketing, you first must promote your product or service. Creating a promotional campaign, however, is no simple task. You must consider and adapt your plan to variables ranging from your budget to your intended audience. Still, building a promotional campaign has a number of constants. Use these constants as a foundation to your promotional campaign, then tweak as necessary to fit your campaigning needs.
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Instructions
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Hammer out three to five goals, or objectives, of your promotional campaign. Set a clear deadline and way to measure the goal. For example, “Obtain 500 customers by March 10” works well but “Obtain more customers” doesn't because it's not clear what “more” means.
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Design a logo and words identified with that logo, called a slogan. When people hear your slogan, they need to think of your logo, and the other way around. Keep the slogan to five words or less. Experiment with alliteration and word play. For example, “Playskool, plays cool” is a play on words.
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Research your intended audience and find the best medium to reach them. For example, college students are reached through social networking, such as Facebook and Twitter, and on-campus events. A retired individual, on the other hand, would probably rather read about your promotion in the paper or receive a flier in the mail.
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Use the majority of your time and resources promoting to your audience through its accepted medium. Focus less time and resources through other mediums. For example, you might spend 70 percent of your time and resources on social networking, 15 percent on print media, 10 percent on mailings and only 5 percent on billboard advertising if social networking and print media are your two highest possibilities of reaching your audience.
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Review your progress at points along your campaign and adjust correctly. If social media garnered 20 new customers and print only six, but you've been putting more time into print media, you should change your strategy and focus more on social media promotions. Likewise, if the intended audience has modified your slogan, in a positive light, consider adopting it as your new slogan.
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