Promotional marketing is a very common business strategy and a very effective one if it’s well executed. It can be defined as the process of boosting awareness of a product or service by engaging with current and new customers. Implementing this type of marketing can bring many benefits to your business, such as gaining more visibility, being able to reach a wider market, attracting new customers, increasing your sales, among many others.
However, as good as this sounds, the truth is that of the many promotions launched every year, only a few have a lasting effect on the target audience. Nowadays consumers are constantly exposed to hundreds of different marketing campaigns on a daily basis, so in order for yours to grab their attention, it needs to be unique and strategically designed.
A great marketing tactic is to run your promotional campaign alongside an event. Whether your company is a big one or you’re just starting out in the entrepreneurship world, taking advantage of marketing platforms such as big events can make the difference in your promotional campaign. If you want to learn more about this marketing tactic, here are 5 characteristics of a successful promotional campaign.
- The Event and your Audience
It’s important to remember your target audience should always be the center of your marketing strategies. If you have already researched and analyzed your demographics, you need to choose an event that you know will resonate well with them according to their lifestyle. The level of interest your target audience has towards the event can determine whether your campaign will be successful or not.
- The Event and your Brand
Another very important aspect you have to think about when choosing an event to ally with is the similarities it has with your brand. Does it embody your brand’s values? Do they share a theme? If the answers to these questions are yes, then you’re good to go. Building your campaign around a common ground between your brand and the event will make your campaign transparent and set you apart from the competition.
- The Rules
There are two ways to cover an event with a promotional campaign: as an official sponsor and as a non-sponsor. Official sponsors pay big bucks to the event to get certain privileges that give their campaigns more visibility. Unless you are willing to pay this kind of money, you’ll be there as a non-sponsor, which means you have to follow a list of do’s and don’ts that events usually set in order to keep official sponsors happy.
Although official sponsors are guaranteed extra visibility, you can still run a successful campaign and reach your audience by engaging in a little ambush marketing, making sure not to break any rules.
- Promotion Campaign Design
When designing your campaign, make sure you know the characteristics of the event, since this will allow you to get important insights about its attendees, like what type of activities they would most likely interact with, what kind of prizes they prefer, etc. This information can help you design your promotion so that you are able to generate the impact you want.
- Transform your Audience Into Advertisers
When your customers are happy with your brand, they will be encouraged to start word of mouth advertising, and, since consumers trust other consumers, this can be a determining factor in the success of your promotions and your business in general. Keeping customers on your side is always a good idea and is easy to do. Providing great customer service, projecting the ethics of your business and giving your customers corporate gifts with your brand’s name on it are only a few ways in which you can achieve this.
Running a successful promotional campaign requires hard work and careful planning. By understanding these 5 characteristics and implementing them, your promotion can be the one that stands out from the rest and you can achieve your business goals.
Is there anything else you think is essential when planning a promotional campaign? If you have any suggestions, please leave a comment below.