Develop a Promotional Plan

How do I Develop a Promotional Plan?

A promotional plan is an important marketing tool when it comes to launching a new service, new product or expanding your market reach to new verticals or demographics. When planning a promotional campaign, keep in mind that a successful campaign achieves all of the following desired outcomes and goals:

  1. Your promotional message reaches your intended and targeted audience.
  2. Your message is understood by your audience.
  3. Your message stimulates the recipients to take action.

So how do you achieve these outcomes with your campaign? The process is easy, but it takes some planning. Here are six steps that will get your campaign off to the right start:

Define your objective

Whether the goal is to increase traffic at a tradeshow exhibit or to boost sales with current clients, the first step in any campaign is to clarify the purpose of the program. Think about what the outcome is you want to achieve from your promotional plan. What is the message you want to convey to your current and prospective clients?

What Communication Channels Will You Use?

Identify your target clients, and include a detailed description of your ideal client base in the plan. Define the markets, products, and environments you wish to reach. This will assist you in deciding which communication channels will be most beneficial. Will you use personal communication channels such as face to face meetings with a sales presentation, contact by phone or communicate through email, social media, magazines, or direct mail?

Create a central theme

Sit down with your team and focus on the content, appeal, structure, format, and source of the message. Once you’ve determined the theme you want to go with, keep that theme consistent throughout the plan.

Select a promotional product connects to your communication theme.

A good example is a company that developed a magic motif for its conference at Disney World. Attendees received magic-related products to tie in with the theme. Don’t fall prey to the latest trends or fads. The most effective promotional products are used in a cohesive, well-planned campaign and stand the test of time.

Decide on your Budget

Determine what is the budget you’re looking to stick within for your promo plan. Breakdowns the potential costs per territory and determine the affordability, percent of sales, and competitive parity. By breaking down these costs, you will get a better idea of gauging the success potential of your campaign.

Use a qualified promotional products consultant and designer

We can help you answer all of these questions as well as offer a variety of value-added services, including unique product ideas, creative distribution solutions and insight on the different imprinting methods, to name a few.

CAMERAReadyArt is a full service Graphic Art, Design and Web Solutions Company. We help distributors, suppliers and end users within the promotional products industry and beyond with awesome service and highly skilled artists. Our near two decades of experience and relentless drive for customer satisfaction have earned us the reputation of the most trusted & reliable partner for Art, Design, Web, and Technology services in the promotional products industry. Contact us any time and we’ll be happy to help!


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