Success in marketing lies mainly in choosing the best way to deliver your sales message so that it reaches your target audience. This way, you achieve your goals of making your product or service known to the public and, therefore, increasing your sales. Promotional campaigns are a fundamental tool when it comes to marketing. They can be defined as the process in which you boost awareness of your product or service by engaging with current and new customers. A common, very useful tactic of this type of marketing is to run your promotional campaign alongside a specific event, taking advantage of these big marketing platforms.
Promotional campaigns can be very beneficial for your business, given that they can attract new customers, improve your brand visibility and image, give you advantage from your competitors, and, ultimately, increase your overall sales. A promotional event campaign must be built on a solid foundation, with careful planning and with the goal of engaging in a unique way, so that the message is functional and noticeable. Here are the 5 main characteristics of a successful promotional campaign.
- Adequate Event Selection
Your target audience should be the main focus of any marketing activities of your brand. In this order of ideas, you need to choose an event that will resonate well with your chosen demographics, and to do this you need to clearly identify and understand their lifestyle, interests, likes and dislikes are. However interested your target audience is in the event you choose can determine the success of your promotional campaign.
- Follow the Rules
Most big events have a number of official sponsors who, by paying a huge amount of money, have certain promotional privileges that give them greater visibility. In this order of ideas, as a non-sponsor, you need to follow certain guidelines, which are usually established by the event. These typically include abstaining from using official trademarks or logos in your campaign and not using certain words related to the event. However, this doesn’t mean that your campaign will be overshadowed by the big sponsors. You can still make an impact by engaging in a little ambush marketing, without breaking any rules.
- Find Similarities Between Your Brand and The Event
If you chose the event according to the interests of your target audience, as we advised above, it makes sense that the event and your brand have something in common. Identifying these similarities and linking your brand to the event’s themes or ideas is fundamental, since this is the ground upon which you should build your campaign.
- Careful Campaign Design
A great advantage of partnering up with or running your campaign alongside an event is you get important insights about its attendees. This will help you design your campaign according to what the audience responds well to. For example, it can give you information on what type of activities they would like to engage with, to what extent they would be willing to interact with the campaign, what type of prizes they prefer, etc. Knowing and understanding the event’s characteristics is crucial when it comes to designing your campaign.
- Having Customers on Your Side
When a friend, family member, colleague, etc., tells you they had a bad experience with a brand, chances are you probably won’t even think about purchasing from them. Same goes vice versa: when someone you trust strongly recommends a brand, you don’t hesitate before trying it. In this order of ideas, satisfied customers can become your advertisers, and for free! Word-of-mouth advertising can attract new clients and improve your brand image. A great way of generating this engagement is by distributing cool stuff with your brand logo or name on them such as branded notebooks, which will keep you on your customers’ minds.
These 5 characteristics are the basis of any successful promotional campaign. Understanding and implementing them can potentiate your campaign and help you achieve the results you wish.
What do you think is an essential characteristic in a promotional campaign? If you have any suggestions, please leave a comment below.