2. How to Develop a Promotional Campaign

3. What is a Promotional Campaign? A planned strategy on how to focus all elements of the promotional mix to accomplish specific promotional goals.

4. 5 Steps in Developing a Promotional Campaign 1. Determine Purpose 2. Determine Target Market 3. Determine Promotional Objectives 4. Determine Theme 5. Determine Promotional Mix

5. 1. Determine Purpose: Two Types of Promotional Strategies: Promotional/Product Promotion: Selecting a specific product, brand, or service to promote. Focused on increasing sales of that one product. –Example: Nike has a promotional campaign to promote its golf clubs. Institutional Promotion: Promoting an overall image or idea. Does not focus in on one specific product, service, or brand. –Example: Nike has its “Just Do It” campaign that promotes the overall image of the company and does not focus on a particular product.

6. 2. Determine Target Market Who or what market – demographic, psychographic, & geographic segments should be the focus of the campaign?

7. 3. Determine Promotional Objectives What should the promotional campaign accomplish? –Examples: Increase sales of team merchandise by 20% Enhance company image to middle aged men Increase season ticket sales by 15% Increase fan base of teenagers

8. 4. Determine Theme Determine an overall theme for the promotional campaign that will be reflected in all activities. A campaign “slogan” will usually reflect theme. Think about what would interest the target market when determining a theme. –Examples: Spring Fling March Madness Dance Theme Just Do It!

9. 5. Determine Promotional Mix Based on promotional objectives, target market, and theme determine promotional mix activities. Theme should be reflected in each element of the promotional mix. –Advertising –Sales Promotion –Publicity/Public Relations –Personal Selling

10. The End Now you can apply for a job at a big time advertising agency!