When it comes to business, nowadays there are many ways to communicate a message. We’ve got different platforms that weren’t available a few decades ago, and everyday we’re developing new technologies and channels that can make it easier for companies to reach their target audience. So, the means are there, but what strategy should you use to transmit a powerful message that can generate engagement with both current and new customers? In this post we are going to talk about promotional campaigns and what makes them successful.
A promotional campaign is an important marketing tool if you want to present a new product or service or expand your market reach. It is the process of raising awareness in your current customers and capturing the attention of new ones. Running a promotional campaign can bring your company many benefits, such as improving your brand’s image, creating and improving relationships with your customers, getting ahead of your competition, and increasing your sales.
A popular marketing tactic is to run your promotional campaign beside a specific event. It can be any event -culture, entertainment, sports…- as long as it embodies the values of your brand. As for the type of promotions you can use, it ranges from giveaways, buy-one-get-one-free, coupons, price reductions, and more. The ultimate goal, regardless of the promotion mix you choose, is to reach your target audience with a different, unique approach, cutting through the noise of what everyone else is doing.
Here are 5 tips to run a successful promotional campaign alongside an event:
- Choosing Your Event: What Does Your Target Audience Like?
It is completely crucial to select an event that will resonate well with your target audience in order to be able to generate the highest levels of engagement with both current and new customers. This is why your target audience should always be the main focus of your campaign; if you want to choose an event that you know will interest them, you need to understand their preferences and lifestyle. For example, if your target audience has little interest in sports, it might not be the best idea to choose the Superbowl or the Olympics to run your campaign with.
- Follow the Do’s and Don’ts for Non-Sponsors
Most big events usually establish a list of rules for non-sponsors, and, unless you’re ready to pay lots of money and become an official sponsor of the event, you need to follow them. Official sponsors have certain privileges that guarantee them special visibility for their promotions, but this doesn’t mean you can’t still make the impact you want without breaking the rules. With well executed ambush marketing, you can deliver a powerful message that reaches your target audience without stepping on anyone’s toes.
- What Do Your Brand and The Event Have in Common?
Identifying the similarities between your brand and the event you chose for your campaign is essential. Finding a common ground to build your campaign on will improve its transparency and set you apart from the official sponsors. For example, since it is against the rules to use official event trademarks, you should instead use the more general themes of the event that can be linked with your brand and give consumers a natural connection between the two.
- Design Your Campaign To Match The Event
When you partner up with an event, you get access to valuable insights about the people who will be attending it. This information needs to be taken into account when designing your campaign. How would they like to interact with the campaign? What type of prizes would they prefer? These are some key questions that can be answered by knowing the characteristics of the event, and will be useful at the moment of designing your campaign.
- Turn Your Clients Into Advertisers
When your customers are satisfied and happy with your brand, they will tell their peers about it, and, since consumers automatically trust other consumers, this can ultimately lead to increasing your sales. The best thing about word-of-mouth advertising is that it is free of charge, so keeping your customers at your side is a very good idea. One of the best ways to generate customer loyalty and ultimately word-of-mouth advertising is to give away things with your brand name on them Things that people will use, such as notebooks customized with your logo, and therefore constantly be reminded of your company.
Following these 5 tips -event selection, following the rules, finding similarities, campaign design and keeping clients happy- can help you run a successful promotional campaign and improve the overall performance of your business. Do you have any other tips on how to run a promotional campaign? Please let us know in the comments below.