Being able to manage a promotional campaign is essential for anyone selling anything. This seems to be half-understood but particularly overlooked in the world of creative arts.
Most artists want to focus on their art, but the reality is that until you can afford to pay someone to do your marketing for you, you will have to do it yourself.
But what is a promotional campaign anyway? Well, if you want to see a result from your new song, product, event, or service, you need a plan to promote it the right way.
What is a Promotional Campaign?
A promotional campaign (aka, promo campaign) is a type of marketing campaign that is focused on achieving a specific goal from a new product, service, or event.
Promotional campaigns have a specific emphasis on creating “buzz” around something to attract new people to the brand via the new release or event.
Steps to Run a Successful Promotional Campaign
It’s one thing to know what a promotional campaign is, and quite another thing to run one successfully. There are a lot of misconceptions from beginners about running a promo campaign and how to reach your audience.
Following these steps will put you ahead of your competition from the start and help you take control of your campaign results.
Set SMART Goals
SMART is an acronym for Specific, Measurable, Attainable, Relevant, and Timely.
Before you start any kind of marketing effort, SMART goals are the most important place to start. These goals will help keep you on track to achieving your results while helping you see from the outset if your goals are possible.
Set them early and refer to them for each decision throughout your campaign.
Know Who You’re Trying To Reach
This can be a really finicky part of setting up a campaign, but it’s the place where most campaigns fail.
The more specific you can make your target audience the more effective your marketing efforts will be. Do some market research into the type of person who is looking for your product and then target your efforts towards them.
Decide How Success Will Be Measured
How will you measure success? This comes back to your SMART goals. Success needs to be measured by more than a feeling of satisfaction for you to know that your efforts paid off.
You can measure success by ROI, new followers, or people who attended your event. Whatever you choose, make sure it’s something you can analyze.
Decide On Your Marketing Channels
Your marketing channel is what you use to reach your audience. This can be social media, posters, SEM, there’s an endless amount of channels. The trick is choosing the channels that will reach your target audience.
To do this you need to know where they are and what interests them. You also need to look at your budget and determine how much of it you will allocate to each channel to get the best results.
Analyze Your Results
Finally, you need to be able to look at your results and learn from your successes and failures. This is the part of your campaign that will truly show you how to improve next time.
Did you achieve your initial goals and stay within your budget? Decide what you will do next time to improve your results.
Looking for Other Useful Tips?
If you’ve got something new to release, then asking “What is a promotional campaign?” is often the place to start. Now you know the steps to follow to make sure your efforts aren’t in vain.
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