A promotional campaign is a component of a company’s broader marketing campaign that is designed to alert a target market to a new product launch, service extension, or brand initiative. It also frequently offers incentives in which the audience may participate. As long as a campaign is effectively organised, there is every chance that an effective promotional effort can have a very long-lasting impact on a company’s public image and reputation. This is actually one of the key advantages of using a Bangkok PR agency rather than a straight-up above the line ads agency, or even buying ads yourself.

Nowadays, promotional strategies comprise much more than simply exchanging press releases with media outlets about a company’s latest product (this is still important of course, we love the press release format and use it to its fullest daily). Companies must devote a significant amount of time and effort to produce a truly effective promotional strategy that leverages the omni-channel approach over periods of 3, 6, 9 or 12 months; this is why PR agency retainers often match to these terms. The results of such efforts can bring organisations national media attention, increase sales, and strengthen consumer relationships.

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01. Overall campaign objectives & planning

The first stage in developing an efficient promotional campaign is determining the general aim that the company wishes to achieve with the campaign; increased sales of a given product or service, attracting new consumers, or enhancing a company’s relationship with its customers are all examples of these types of goals.

After defining the overall campaign aim, it’s time to break it down into concrete actions (“actionable steps,” or actionable items in old parlance), such as selecting the precise product that will benefit from increased sales or deciding which consumers the company wants to attract.

It is also worth considering Goal Restrictions. Once a corporation has identified its overall objective for a promotional campaign and divided it into more achievable phases and expectations (or KPIs, form the PR side), it is necessary to analyse the potential restrictions that come with the aim.

These constraints could include a set timeframe by which the goal must be met or a campaign budget that is constrained (use SMART goal setting to help you here). By outlining all of the company’s campaign’s constraints, it becomes easier to develop a more effective and more targeted promotional campaign that can achieve success regardless of the hurdles it faces.

02. Promo campaign metrics of success

We also need to think about Metrics of Success. Another critical component of creating a goal for a promotional campaign is determining which indicators to track in order to evaluate the overall campaign’s performance. Those indicators are heavily influenced by the overall aim that the company established at the outset, as well as additional, smaller objectives that it hopes to achieve with the campaign.

Specific measures, such as raising the company’s involvement on a specific social media network to a given percentage by a certain date, can be used. They can also be more general in nature, assisting the company in understanding the big picture (strategic objectives, or top down direction setting) and overall campaign performance. A measure like this may reflect customer sentiment and response to the advertising. Companies should monitor what the public says in reaction to their promotional campaigns and change their advertising techniques based on how the public responds.

Future Enhancements. This social listening, media monitoring, etc. are key components of an omni-channel or 360 degree approach.

03. Promotional campaign key results

The last stage occurs after a campaign has concluded; yet successful businesses use this phase in their promotional activities on a regular basis, and this serves as a reflection of its impact and effectiveness. This stage entails taking the information from the campaign’s performance and updating the current campaign or any future campaigns as needed.

For example, if a company’s advertising strategy is primarily based on paid ads that aren’t yielding the expected results, the company might adjust those ads to reflect what potential customers wish to see from the company. It may even reorient away from its first phase approach – ending ads, for example, and using only a PR-lead strategy.

We can certainly help you with the latter! Please reach out via the contact form, as we love to chat strategy and we would like to have some early oversight of your efforts in Setting Effective Promotional Goals – so we can help you in all later stages with your PR endeavours and make your campaign a success.

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