What Are Promotion Objectives?
For any business, marketing and promotions are essential both to grow and to retain customers. As with any goal or objective, a promotion objective should specifically focus on one aspect of the promotional strategy. By having a collection of promotion objectives, a company is more likely to meet its goals.
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Purpose
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The purpose of promotion objectives is to give a company clearly defined goals to meet through promotional activities. According to the Restaurant Resource Group website, a promotional objective should be set with the intent to attract new customers, increasing frequency from existing customers, increasing average guest expenditures and building larger parties.
Features
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A promotional objective ideally expresses a goal in terms of numbers and within a flexible time frame. For example, a promotion should not merely have the goal of increasing business; the goal of increasing business by 10 percent within a month of launching the promotion is more clear and gives all employees a solid idea of what must be accomplished. Objectives should always be realistic; meeting goals will encourage workers to set higher goals next time.
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Types
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Promotion objectives focus on a variety of goal types. One is to build awareness of products, services and/or the company in general, as well as to generate more interest in the business. Objectives also help stimulate demand by encouraging customers to take advantage of a "limited time offer" and give the company their business at a time when they might not have otherwise. Another type of promotion objective is to reinforce company brand and strengthen the relationship between company and customer.
Expert Insight
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The website MarketingTeacher recommends going for a "promotional mix" when planning your promotional goals. This means targeting your goals with a wide variety of strategies, including personal selling, sales promotion, public relations, direct mail, trade fairs, advertising and sponsorship in order to reach different types of audiences and receive feedback.
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References
- Photo Credit promotion image by gallagan from Fotolia.com
