by Andy Shen

Created on: December 03, 2008

There are three types of promotional campaigns: successes, failures, and mysteries. Sadly, many campaigns fall in the "mystery" category; all too often, the manager is unsure if the promotion met its objectives.

But don't despair. Successful promotions can be terrific. Promotional campaigns that are well-planned and well-executed can provide an outstanding boost to a business. Here are a few helpful tips for assembling a successful promotional campaign, based on lessons learned from twenty years in the business.

First, these two broad principles are recommended for any promotional plan:

[1] Promotions should meet broader goals:

Know why a promotion is being run. Be sure every promotional campaign is designed to meet broader business goals.
Before crafting detailed promotions, broad overarching plans should be established for the overall business, to include a long-term Strategic Plan, a comprehensive 1-3 year Financial Business Plan, and a Marketing Plan. With these broad plans providing a foundation for the business, the need for particular types of promotions will become clear.

[2] Promotions should synergize with other elements in the marketing mix:

Keep in mind that promotional campaigns are just one of the many marketing tools; others include advertising, packaging, pricing, distribution, public relations, and merchandising. The best promotions work in concert with the entire marketing mix. Therefore, promotions should provide consistency of message, a uniform look & feel, and reinforcement of the overall brand positioning.

ROLE OF PROMOTION:

Once a business manager knows the overarching objectives, the role of promotion can be determined. When the Business Plan includes the launch of a new product or entry into a new market, for example, generating awareness and trial is critical. If, however, the Business Plan is driving a brand that is mature, declining, or threatened, successful promotions can increase repeat purchases among existing consumers.
Here are descriptions of the primary types of promotion:

AWARENESS PROMOTIONS:

When the overarching objective is to build awareness of a brand or its features, business managers usually turn to advertising - and not promotion. However, awareness-building promotions can be very effective, especially when the promotional campaign is consistent with the advertising campaign. For example, when a consumer package goods manufacturer launched a long-term strategy targeting active teenage males, the advertising campaign included

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