Planning a Successful Promotional Campaign
I've always on the hunt for relevant info and I loved this - one of the best articles I've seen on this topic for a while. Here are a few paragraphs as a taster.
Assess Marketing Communication Opportunities
It's essential to examine and understand the needs of your target market. Who is your message going out to? Current users, influencers among individuals, decision-makers, groups, or the general public?
What Communication Channels Will You Use?
In the first step of planning, you should have defined the markets, products, and environments. This information will assist you in deciding which communication channels will be most beneficial. Will you use personal communication channels such as face to face meeting, telephone contact, or perhaps a personal sales presentation? Or will the nonpersonal communication such as newspapers, magazines, or direct mail work better?
Determine Your Objectives
Keep in mind that your?objectives?in a promotional campaign are slightly different from your?marketing campaign. Promotional objectives should be stated regarding long or short-term behaviors by people who have been exposed to your promotional communication. These objectives must be stated, measurable, and appropriate to the phase of market development.
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