Promotional Objectives

Promotional Objectives is part of an overarching marketing strategy. Creating a brand identity with imagery, and slogans is the first stage of a marketing campaign, followed by expanded messaging, either directly through personal email marketing communications or through social media. However, promotional objectives also need to be defined and planned for as well. First determine what you want to accomplish and then decide what you are going to offer as incentives.

First, for generating trust and establishing the basis for lasting success any promotions that advance your overall objectives should provide real-value for potential customers. Popular and successful promotions offered to advance product or brand introductions include free trial samples, money saving coupons, and contests for full-size products. These not only generate interest but are also a way to add contacts to email newsletter subscriber lists, along with fans and followers on social media. So this promotional objective also serves both the business and the consumer – a win-win, so to speak.

That objective is good for new product or brand roll-outs. So how do you build on that and keep customers coming back? Successful brands with familiar products may include loyalty as a promotional objective in a marketing campaign.  Therefore, their incentives would offer current customers special offers based on past purchases. Another incentive for building on loyalty would be offering current customers free or deeply discounted merchandise when friends or relatives become customers or at the very least email newsletter subscribers.

These are just some standard promotional objectives and ways that can be used to meet those goals. Every marketing plan has to be customized to fit the business and reaching sales goals is based on many factors that can only be defined over time and sometimes through trials and errors. The key is to formulate strategies based on realistic goals and available resources.