PROMOTION STRATEGY
When planning a promotion strategy we first consider what we are trying to gain from the promotion. In the previous post we covered the benefits of using promotional items for your brand versus more mainstream advertising. Keeping those benefits in mind, the next step is to consider your strategy. In this article we will discuss the steps you will take to plot your strategy, which areas you will need to investigate to make certain you are making an informed decision for your market and brand. In follow up articles, we will cover the best ways to gain the information you will need to make these decisions.

DEVELOPING A PROMOTIONAL STRATEGY
While you are in the process of developing your market strategy, there are some important steps to follow in order to gain the most exposure for your promotion.

Promotion Strategy

 

1. DISTINGUISHING
2. EARMARK
3. LOCATION
4. MESSAGE

 
The first step is to distinguish your market into defined sectors. You cannot please a market as a whole. In partitioning them into separate groups, you can approach each group individually to guarantee more success with a focussed marketing campaign.
The second step is to focus on which sectors to communicate with and what means of communication you will use. Once you have subdivided your market into different sectors you can approach each group as a separate sector. This will allow you to focus on each groups core wants and needs, whereby showing you which form of communication will be most effective.
The third step is situating your brand in the way that you want it to be perceived by these sectors. Each core focus group will have a different opinion of your brand or will never have heard of it. This step allows you to approach each group separately and market your brand in the way that you want it to be perceived by each group individually.
And the last step, before launching your promotional campaign should be deciding what your mission is and how it will be broadcast to your target groups. The best way to sell a brand or product is to have a mission or message for your target groups. Decide which mission will best suit your brand or campaign and what the best medium will be to relay this message.

Branding Chalkboard

If followed correctly, the above steps will help you gain valuable insight into your market and how it is and will be perceived by various sectors in the market.
In the follow up posts we will discuss the above points in greater detail to help you along the way to an exceptional promotional campaign for your brand.