Posted in Marketing and Strategy Terms, Total Reads: 2615
Definition: Promotional Campaign
Promotion is one of the key areas of the marketing mix. It is the process of engaging and communicating with the target audience. Sending timely, relevant and contemporary messages through appropriate media is very critical for this communication. Effective communication is therefore which establishes common thoughts between the sender and the target audience
Promotional campaign is a series of advertisements using various marketing tools that share the similar messages and thoughts to promote a business or an event .Different media resources like newspapers,billboards,tv commercials and digital space are used in a typical promotional campaigns
The word ‘promotion’ might invoke visuals of advertisements through which organisations try to convince consumers to buy their goods and services. However, promotion is not only about advertising. The promotional mix has various communication tools and different tools should be based on the target audience. In single campaign different tools like direct marketing, sales promotions and sponsorship can be used. But the messages across these different tools needs to be carefully customized and designed to meet the objectives of the promotional campaign.
Promotional campaign process
1. Identify the target market (current users ,influencers, decision makers)
2. Identify the communication channel (Direct mail ,newspaper ad ,tvc )
3. Set the objective for the campaign (SMART goals)
4. Determine the Promotion mix
5. Develop clear and unambiguous messages
6. Allocate the budget
7. Evaluate the campaign effectiveness
Above the line, Below the line, through the line promotions are different promotional techniques categorised based on the target audience. These campaigns are used to increase sales, raise awareness about social issues, increase brand equity or change public opinion. It helps brands to engage with a customer at multiple touch points (for example, the customer will see the tvcs, listen the radio advertisements and see youtube ads).
Some promotions campaigns are designed to acquire new customers, while others focus on retaining the existing customers. Irrespective who the target is, a company should have a clear objective that it can quantify before embarking on a new promotional campaign.