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7 Steps to a Successful
Promotional Campaign
Successful promotion
campaigns don't happen by chance. To realize goals, promotional
products programs must be carefully planned, taking into consideration
the audience, budget and, of course, the ultimate result to be gained.
Ready to plan your next promotion? Contact your promotional
products consultant. You and your consultant will discuss these seven
important elements to help you plan the best promotion for reaching
your objective:
1. Define a
specific objective.
Whether the goal is to increase
traffic at a tradeshow exhibit or to boost sales with current clients,
the first step in any campaign is to clarify the purpose of the
program.
2. Determine a workable
distribution plan to a targeted audience.
Distribution of a promotional product is as important as the item
itself. Research shows that a carefully executed distribution plan
significantly increases the effectiveness of promotional products. For
example, a pre-show mailing to a select audience delivers more
tradeshow traffic and qualified leads than simply distributing items
to passersby at the show.
3.
Create a central theme.
Linking a recognizable logo
and color to all aspects of a campaign, from promotional products to
sales sheets to product packaging, helps create an instantly
recognizable image.
4. Develop a
message to support the theme.
Supporting a
campaign's theme with a message helps to solidify a company's name,
service or products in the target audience's mind. For instance, to
promote its services to small businesses, a bank created the theme
"Are you tired of being treated like a small fish?" and sent
fish-related products to its prospects along with promotional
literature.
5. Select a
promotional product that bears a natural relationship to your
profession or communications theme.
A good example
is a company that developed a magic motif for its conference at Disney
World. Attendees received magic-related products to tie in with the
theme "Experience the magic at Disney®."
6. Don't pick an item based solely on uniqueness, price or
perceived value.
Don't fall prey to the latest
trends or fads. The most effective promotional products are used in a
cohesive, well-planned campaign.
7. Use a qualified promotional products consultant.
A good promotional products consultant will help you answer all of
these questions as well as offer a variety of value-added services,
including unique product ideas, creative distribution solutions and
insight on the different imprinting methods just to name a few.
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Nabisco Biscuit Company
 Objective:
To increase sales while gaining incremental Oreo displays and building
long-term brand equity.
Strategy & Execution:
In one of the most fun and visual contests of the year, kids at
participating stores were given 30 seconds to stack as many Oreo
cookies as they could. One stacking contest was actually held on the
fi eld during a St. Louis Cardinals game. T-shirts and tall Oreo hats
were worn by store employees to give the campaign extra visibility.
Few kids were able to resist the chance to “play with their food” and
win a prize too! Bright, colorful contest displays, Oreo tattoos, and
Oreo watches for the winners made this a promotion with bite.
Results: Oreo dollar share went up 3.2 share points
over the same period from the previous year—the largest share gain
from a promotion in the 86-year history of Oreo. Sales during the
promotional month were up 37.3% from the same month the previous year.
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