Promotional Marketing Campaigns - Rules For Success

Promotional Marketing Campaigns - Rules For Success.
Promotional marketing means the same thing to the average person as just the term ""marketing,"" especially those who are not in the industry. As if marketing is nothing more than contests, coupons, and complaining free samples. While those things are a part of marketing, promotional marketing is only one tiny fraction of the big umbrella that makes up Marketing (with a capital M).

Promotional marketing is the idea of promoting your product or service by attracting attention to potential clients. You see this quite a bit in places like grocery stores. The next time you're walking through your grocery store, count how many of these items you see: coupons to try a new brand of breakfast cereal, or the free samples of a new food item.

Car dealers and timeshare enterprise outfits are also big fans of this type of marketing. How many ""game cards"" have you received from a local car dealer where you would win a prize if it showed up under the silver scratch-off discs.

But there's more to promotional marketing than just coupons and free items. Contests are another popular promotion. Whether it is a bank giving you 30 seconds in a giant box filled with money and a large fan, letting you grab as many of the fluttering bills when you can, or it's a golf tournament that will give you a free car if you hit a hole in one on the 14th hole, contests are another totally excellent way to bring in possibilities new customers.

The most famous promotional marketing contest is the Publisher's Clearinghouse Sweepstakes, where you could win $1 million or more, as well as subscribe to different magazines. We went nuts for these when we were young people, begging our parents to please please enter, because we could win a million dollars!

The reason people respond to these campaigns is they're attracted to the large cash and prize giveaways. Sure, in our heads we know that the odds of winning are higher than the odds of being struck by lightning, but in our hearts, we hope we'll beat the odds just that one time.

Of course, marketing specialists are worried about the one person who does beat the odds, so promotional risk coverage is available for those promotional marketing campaigns that offer large prizes and cash to winners.

if you need to build a powerful promotional marketing campaign, there are a few things you need to keep in mind.

* Why are you holding the promotional marketing campaign in the first place? Is it to sell more product, collect names for your client mailing billing, or just to increase brand awareness? * How will you measure achievement? Through increased sales, a more substantial client listing, or based on the number of promotional marketing items you gave away? We don't recommend measuring this last item, because measuring the amount of cash you spent does not always translate well to the sheer ammount of money you'll make from it. Just ask any auto racing promoter who spent $100,000 and didn't get a single sale as a result.
Who is the marketing campaign geared toward? Is the promotional marketing item gonna appeal to your target audience? If you're trying to reach young men between 18 - 34, a contest that has tickets to a football game will draw them in, while two free passes to a day spa will not.
Are you searching for new business partners or trying to reach existing ones? The kinds of promotional marketing items you give away will attract one group or another.
Are you compliant with the state and federal laws? Do you have promotional risk coverage in case someone wins bigger than you thought they would? (Imagine how the car dealer must feel when someone hits that hole-in-one and wins a car he wasn't expecting to give away.) There are lots of laws surrounding promotional marketing campaigns, and you could run afoul of laws without knowing it. Consult with a promotional marketing expert to be sure you run a clean campaign that doesn't get you into trouble down the road.


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