How to Make Your Promotional Campaign More Effective
The parameters of an effective promotional campaign are forever changing it would seem, or are they? So many new promotional methods, strategies and techniques are touted as the next big thing, but how many are actually as effective as they’re made out to be?
The truth is that most of what’s touted as the next big thing in marketing and promotion is hardly that at all and what you knew all along – the importance of branding, maintaining a strong digital presence, keeping your efforts diverse, defining your target audience and engaging them – is exactly what you should still focus upon.
That isn’t to say you shouldn’t experiment with new methods, strategies and techniques, but rather that it’s wise to curb your enthusiasm – at least until you’re sure they’re going to deliver the results you want to see.
Here are a few additional considerations to think about.
Stand out for being original
Assuming your competitors know what’s best is a common mistake, one usually brought on by nothing more than an unwillingness to do one’s own research to find out what really works.
By being as original as possible – within reason, you don’t want to stand out for the wrong reasons – you’ll be better able to promote your brand and appeal to your target audience.
Define, target and appeal to your target audience
Another common mistake in marketing and promotion is failing to understand exactly who a business’s target audience is – there’s no excuse for this.
As a business owner you should already have an understanding of your target audience because of the products/services you’re looking to promote, though that doesn’t mean you shouldn’t continue to research.
If you have a clearly defined demographic you’ll find it much easier to target and appeal to your audience with your marketing and promotional efforts, including printed pens and the appearance of your website.
However, if you’re looking to market your products/services to a wide demographic, for example one separated by more than ten years in age, you’ll need to engage in even more research in order to target them and appeal to their interests.
Identify the benefits to your products/services and promote them
An excellent way to get your promotional campaign off to a great start is to understand that consumers don’t buy products or services; they buy the benefits they derive from those products or services.
For example, people don’t buy the latest iPhone because of its sleek design, unparalleled responses and unsurpassed features, they buy an iPhone because its sleek design puts them in a class of their own and the unparalleled responses and unsurpassed features make their user experiences something unique and therefore inherently desirable.
Identify the benefits your products/services provide your clients and customers with and make these clearly apparent with your promotional campaign.
Define the goals of your promotional campaign
What’s the purpose of your promotional campaign besides generating revenue? If your sole purpose is to generate greater revenue you’re going to find it extremely difficult to create an effective promotional campaign and you’re also going to spend a lot more money in the process.
Defining your goals enables you to refine and focus the aim of your campaign which is how you get great results. If you’re looking to push a particular product or service, identify the target audience within your target audience and target them. This will prove both more cost effective and more successful.
Moreover, be consistent with your advertising efforts. Changing colours, styles and themes only detracts from your ability to build a recognisable brand, and in a brand-centric marketplace, that’s a big mistake.
About the Author:
Dynamic Gift is a company that manufactures many products in their own facilities in Australia. They provide a vast selection of quality printed pens, inflatable signs, lanyards, lip balms, and more.