How to Develop a Promotional Campaign

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How to Develop a Promotional Campaign
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What is a Promotional Campaign?

• A planned strategy on how to focus all elements
  of the promotional mix to accomplish specific
  promotional goals.

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5 Steps in Developing a Promotional Campaign

1. Determine Purpose
2. Determine Target Market
3. Determine Promotional Objectives
4. Determine Theme
5. Determine Promotional Mix

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1. Determine Purpose Two Types of Promotional
Strategies

• Promotional/Product Promotion Selecting a
  specific product, brand, or service to promote.
  Focused on increasing sales of that one product.
• Example Nike has a promotional campaign to
  promote its golf clubs.
• Institutional Promotion Promoting an overall
  image or idea. Does not focus in on one specific
  product, service, or brand.
• Example Nike has its Just Do It campaign that
  promotes the overall image of the company and
  does not focus on a particular product.

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2. Determine Target Market

• Who or what market demographic, psychographic,
  geographic segments should be the focus of the
  campaign?

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3. Determine Promotional Objectives

• What should the promotional campaign accomplish?
• Examples
• Increase sales of team merchandise by 20
• Enhance company image to middle aged men
• Increase season ticket sales by 15
• Increase fan base of teenagers

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4. Determine Theme

• Determine an overall theme for the promotional
  campaign that will be reflected in all
  activities.
• A campaign slogan will usually reflect theme.
• Think about what would interest the target market
  when determining a theme.
• Examples
• Spring Fling
• March Madness
• Dance Theme
• Just Do It!

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5. Determine Promotional Mix

• Based on promotional objectives, target market,
  and theme determine promotional mix activities.
• Theme should be reflected in each element of the
  promotional mix.
• Advertising
• Sales Promotion
• Publicity/Public Relations
• Personal Selling

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The End

• Now you can apply for a job at a big time
  advertising agency!