If a campaign is well put together, it can be relatively simple to achieve several outcomes. The first thing about knowing how to plan a promotional campaign that needs to be understood is that three different but related outcomes are desired by the end of the work. Initially, the most important thing that needs to happen is that the message needs to reach the intended audience or group. With that, they need to easily comprehend that message. And finally, that message should cause them to react or take action in some way.
The target audience first needs to be assessed. What needs to be ascertained is who they are and what their needs are. What also relates to this is specifically the kind of people receiving the message. Examples of this are the general public, specific decision-makers, and certain groups.
Once the audience has been understood, the best form of communication for that audience can be measured and chosen. There are multiple forms to choose from, each better suited to different kinds of people and structures.
There are two main forms of communication to choose from. The first is personal communication. This may include speaking to people over the phone, in person, or showing them products or designs. The second form of communication is impersonal. This relates to things that the audience will see without direct contact with the promoter. Examples of this are advertisements in the newspaper or a magazine or over the radio.
What separates promotional campaigns from marketing ones are the objectives. The objectives in promotional ones are based on what actions the messages incite in the audiences. The actions desired must be understood by the planners and measurable at the end.
Another important aspect is the distribution of resources to the different sections of the promotion. These sections include advertising, promoting of sales and publicity. The better this is done, the more likely it is that the audience will receive the message in the intended way. A good promotion uses all of these sections.
The intended message also needs to be understood and finalized by the planners. What will need to be taken into consideration are the appeal, execution, structure and content of the message. The execution will be directly related to the appeal when the message is received.
The funds will need to be divided amongst the different sections as well. For this to happen successfully, the planners will need to work out how much funds each area will require and use, and how they will relate to each other financially. Establishing these numbers will give a better idea of what to expect in the future.
The plan should then be finalized in hard copy. This copy must include all relevant data, formats and timetables. Knowing how to plan a promotional campaign is knowing how each step hinges on others, the last of these being the plan to figure out how well the campaign was received. To do this, the audience will need to be spoken to, to ascertain what they thought, how they were affected and what they recall.
If you really want to succeed with your promotional campaign, then you should use the Rail Europe promotions here and then copy from how these professionals are structuing the promotion.
