You wake up in the morning and the first thing you reach for is your smartphone; you log into a social network, and during the first 30 seconds of scrolling you’ve already encountered at least 3 ads. You’re on your way to work when you cross the street someone hands you a flyer for a clothing store promotion. You look up, you see a billboard announcing a sale at a department store. You sit at the bus station, there’s an ad for a new movie on the wall.
Nowadays there are more marketing platforms than there ever was. This means it’s easier for businesses to deliver their message and reach their audience, but it also means there is more competition. Every day we are bombarded with all sorts of advertising. It’s literally everywhere, so the big challenge of marketing these days is to stand out among the sea of information, to be noticeable and functional and not fade away without something to show for, like some campaigns do.
But, how can you achieve this? There are many marketing strategies you may already be familiarized with, that, if well executed, can be very effective. In this post, we will talk about promotional campaigns and run them alongside an event.
A promotional campaign is an important marketing tool when it comes to boosting awareness of a product or service. Doing your promotion alongside an event can give you the extra engagement you’re looking for. Before planning your next promotion, take into account these 5 characteristics of a successful promotional campaign.
- Event Selection
The first question you need to ask yourself before choosing an event is: Will my target audience be there? Your target audience should always be the center of all your promotions, and you need to fully research and understand their lifestyle so you can choose an event that will be of interest to them.
- Non-Sponsors Do’s and Don’ts
Events usually set a list of do’s and don’ts for non-sponsors, which, unless you’re prepared to pay a ton of money to be an official sponsor, is what you’ll be participating as. Official sponsorship comes with some privileges that put their campaigns on a pedestal for everyone to see, so this list of do’s and don’ts is set out in order for non-sponsors not to step in their toes.
However, even though you need to follow these rules, you can still create a fuss about your campaign and deliver a powerful message by engaging in ambush marketing, which, if executed carefully and without breaking the rules, can help you make the impact you want.
- Similarities Between the Event and your Brand
When you choose an event that your target audience is interested in, it will have clear similarities with your brand, which you need to identify and build your campaign based on them. For example, given that using official trademarks is against the rules, you can use a theme that the event and your brand have in common and let it be the connection between the two.
- Campaign Design
Partnering up with an event gives you the advantage of obtaining insights about its attendees, which will help you design your campaign into something they will like. Information like what type of prizes they prefer and to what extent they might interact with the campaign is crucial to the designing stage and must be well researched.
- Having Customers on your Side
This can determine not only the success of your campaign but the success of your business in general. Consumers trust other consumers, and when your customers are happy they will start word of mouth advertising, attracting new clients and improving your sales. A great way to keep customers on your side in order to achieve this extra engagement is to give away useful corporate gifts.
Implementing these 5 characteristics in your campaign can be just what you need for your campaign to reach its full potential. Remember to always think about your target audience, follow the event’s rules, build your campaign around what makes you and the event similar, carefully design your campaign and keep customers on your side.
Please let us know what you think about these characteristics in the comments below.