Submitted by: Submitted by benor
Views: 662
Words: 543
Pages: 3
Category: Business and Industry
Date Submitted: 01/24/2011 09:08 AM
When planning a promotional campaign keep in mind that a 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.
The question is how do you achieve these outcomes with your campaign? The process is easy, but it takes "planning" time.
Here are seven steps that will get your campaign off to the right start.
• Step 1: Assess Marketing Communication Opportunities.
It's important in this first step 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?
• Step 2: 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?
• Step 3: 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 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
This is where you will need to allocate resources among sales promotion, advertising, publicity, and of course personal selling. Don't skimp on either of these areas. You must create an awareness among your buyers in order for your promotional campaign to...