Promotional Campaign
This article covers meaning, importance, types & example of Promotional Campaign from marketing perspective.
What is Promotional Campaign?
Promotional campaign is the process of engaging and communicating with the target audience regarding a specific product, brand or service. Promotional campaign is a series of advertisements using various marketing tools that share the similar messages and thoughts to promote a business or an event. Promotional campaign is one of the key areas of the marketing mix.
Importance of Promotional Campaign
The word promotion might invoke visuals of advertisements through which organizations try to convince consumers to buy their goods and services. However, promotion is not only about advertising. The promotional mix has various communication tools and different tools should be based on the target audience. In single campaign different tools like direct marketing, sales promotions and sponsorship can be used.
But the messages across these different tools needs to be carefully customized and designed to meet the objectives of the promotional campaign.
Different media resources like newspapers, billboards, TV commercials, digital ads & social media are used in a typical promotional campaigns. Sending timely, relevant and contemporary messages through appropriate media is very critical for this communication. Effective communication is therefore which establishes common thoughts between the sender and the target audience.
Promotional Campaign process
1. Identify the target market (current users ,influencers, decision makers)
2. Identify the communication channel (Direct mail, newspaper ad, TVC, social media)
3. Set the objective for the campaign (SMART goals)
4. Determine the Promotion mix
5. Develop clear and unambiguous messages
6. Allocate the budget
7. Evaluate the campaign effectiveness
Types of Promotional Campaign
Some of the prominent campaign types are above the line, below the line, through the line promotions, which are different promotional techniques categorized based on the target audience. These campaigns are used to increase sales, raise awareness about social issues, increase brand equity or change public opinion. It helps brands to engage with a customer at multiple touch points.
Some promotions campaigns are designed to acquire new customers, while others focus on retaining the existing customers. Irrespective who the target is, a company should have a clear objective that it can quantify before embarking on a new promotional campaign.
Examples of Promotional Campaign
There can be several examples of promotional campaign. A few top examples are:
1. Nike's "Just Do It" advertising campaign is one of most well known taglines, which has now become a part of the brand identity.
2. McDonald's advertising campaign turned its slogan "I'm Lovin' It" as one of the most popular taglines.
3. Coca Cola's campaigns like "Share A Coke" & "Open Happiness" helped show human emotions and were widely popular global promotional campaigns.
Hence, this concludes the definition of Promotional Campaign along with its overview.
Browse the definition and meaning of more similar terms. The Management Dictionary covers over 1800 business concepts from 5 categories.
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