7 Steps to Planning a Productive and Successful Promotional Campaign

campaign generally consists of three desired outcomes:

Outcome 1: Your promotional message reaches your intended and targeted audience.
Outcome 2: Your message is understood by your audience.
Outcome 3: Your message stimulates the recipients and they take action.

Here are seven steps that will get your campaign off to the right start.

Step 1: Assess Marketing Communication Opportunities.
-examine and understand the needs of your target market.
-Who target?
-Current users, influencers among individuals, decision-makers, groups, or the general public?


Step 2: What Communication Channels Will You Use?
-defined the markets, products, and environments.
-then identified is it to use personal communication such as face to face meeting, telephone contact, or perhaps a personal sales presentation.
- or nonpersonal communication such as newspapers, magazines, or direct mail work better


Step 3: Determine Your Objectives
-objectives in a promotional campaign are slightly different from your marketing campaign
-Promotional objectives should be stated in terms of long or short-term behaviors by people who have been exposed to your promotional communication
-These objectives must be clearly stated, measurable, and appropriate to the phase of market development.


Step 4: Determine Your Promotion Mix
-allocate resources among sales promotion, advertising, publicity, and of course personal selling
-create an awareness among your buyers in order for your promotional campaign to succeed


Step 5: Develop Your Promotional Message
-sit down with your team and focus on the content, appeal, structure, format, and source of the message
-promotional campaigns appeal and execution always work together


Step 6: Develop the Promotion Budget
-involves determining cost breakdowns per territory and promotional mix elements
-find the percent of sales, and competitive parity


Step 7: Determine Campaign Effectiveness
-the promotional plan must be formal defined in a written document
-include situation analysis, copy platform, timetables for effective integration of promotional elements with elements in your marketing mix.
-determine how you will measure the effectiveness once it is implement.
-ctual performance measure up to planned objectives by gather this information by asking your target market whether they recognized or recall specific advertising messages, what they remember about the message, how they felt about the message, and if their attitudes toward the company was affected by the message.