Creating a Promotion - Start with the Purpose and Goals
A Promotion is an activity or event that generates Top of Mind Awareness for a product, service or organization. It is a creative way to get the attention of your target audience, which utilizes the benefits of your service as action items. Promotions are a call to action that provides an entertaining benefit to engaging customers.
There are as many different types of promotions as the imagination can provide. Therefore it is important to understand why you are conducting a promotion and what goals you wish to achieve. Once you understand why you are conducting a promotion, you will have the ability to focus your creative process on developing the details.
First we start with the Purpose / Goals: What is the purpose or goal of a promotion?
Although there are unlimited types of promotions, to help focus on what would work best for you, understand what your purpose / goal is. The purpose or goals can be categorized as the following:
Revenue – This is a promotion with the purpose to increase revenue, maybe you are moving stock, introducing a new service offering, or looking to increase ticket sales. A revenue generating promotion is focused on the ability to increase monies for your business.
Publicity – This is a promotion with the purpose to increase Top Of Mind awareness for your product or service. It is a way of generating interest and knowledge about your business, through a creative process. A company who wants to highlight the benefits of their products and services, or a new business grand opening, would benefit from this type of promotion.
Traffic – This type of promotion is used to increase the amount of people who visit a particular location or business. If your business requires people to physically come to your location, or you have a new product or service that you want people to see or touch, a successful traffic based promotion would bring you the audience.
These three promotional categories are not exclusive of each other. A well-run promotion will take into account all of the categories and how each one could benefit the business. When creating your own promotion, start by defining what goals you would like to see, and which category they are from.
A person who is introducing a new retail store would be very interested in all three categories of a promotion. A new retail store would benefit from the publicity by having their name introduced to the new market. They would definitely want people to visit their location, creating foot traffic, and their mission for the business would be to generate revenue.
Another person may have a service offering but no storefront, therefore they do not have need for traffic, but do want publicity and revenue.
The firststep to creating your promotion is to find out what category or combination best suits your needs. It is important to keep your focus on these categories and ask yourself throughout this creative process, is this plan going to meet the expectations of my purpose / goals?
Friday March 30th – Creating A Promotion has NEW material and BONUS tools 
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