“I do a lot of promotions and discounts.” This is a very common response when any marketing agency asks a new client the obligatory question about their existing marketing plan. But is this the right approach on the client’s part?
It is not that it is bad to give discounts or promote your products or services, but doing so without having a specific goal can be counterproductive for the company. This is why Twelve12 wishes to share with our readers some points on how to plan a promotion.
- Why? Before deciding to undertake a promotion, the objective must be defined. There are many goals, although sales are typically the top item for most entrepreneurs. However, other interesting goals include moving stale inventory, introducing a new product or service, and capturing new customers.
- How do I let my target audience know that I will have a promotion? How can I get the message across to my clients and potential buyers? Choosing a suitable channel is a matter of observation and knowledge of both the market and the product.
- Create a theme. Although the promotion has an objective, it would be a mistake to let the customer know, for example, that we want to sell old or obsolete merchandise, so we must create an alternate theme to make our promotion attractive.
The use of representative dates, such as the anniversary of a company, Independence Day, or some other holiday is the most appropriate and easy to use. It is also possible to create special themes without referring to other dates and this works very well.
- Message and communication. A clear message gives support and solidity to the promotional campaign, the company, and its products or services. It is worth emphasizing the importance of the brand always being present and adequately represented.
- Logistics. Every promotional campaign involves logistics that go from its creation, through the creation of promotional and advertising material, and finally implementation. It is important to detail each of the steps and the associated costs to define the budget and the feasibility of the project.
- Metrics, controls and results. Some promotions last only a few hours and others can last a few months. Regardless of its duration, it is convenient to measure the response of consumers, establish controls, and evaluate the results. All this information is necessary to know whether the event is worth repeating or if changes are required before doing something similar in future.
If you want to know more about how our leading marketing agency can help you with your promotions, give us a call today. At Twelve12, we’ll be delighted to show you all the creative, exciting options that we have for you.