Creating a Simple Promotional Campaign Campaign Brief An advertising campaign is usually organised with the services of an advertising agency. The company employing the agency must provide clear guidelines on how the campaign should be developed. The campaign is likely to contain the following: - Background to the proposed campaign. This will include information on the market, the organisations current objectives, the need for promotional activity and how the activity will contribute to the organisations overall aims. - The objectives of the promotional activity. Including any marketing aims designed to support. Objectives should be SMART. - The target market/audience. Intended audience, as much detail as possible is required. Consumer benefits of the product should be included and any additional details. - Detail. As much as possible is required about the product. How it is produced, it purpose, how its different from competitors, etc. - The budget. Setting a budget for promotional activity is difficult as there is not always a direct link between promotion and sales. - Timescale of the campaign. The advertising may need to be timed to coincide with a certain date or event. Budget An advertising budget can include the following: 1. The objective and task approach. This calculates the costs of activities considered necessary to achieve the organisation objectives. 2. The Competition matching approach. This encourages organisations to spend similar amounts to their main competitors. 3. The percentage of sales revenue approach. Allocates 5% of revenue for advertising. Creative Brief A creative brief outlines possible ideas and media plans which need to be explored to enable the campaign briefs objective to be achieved. Once a brief has been agreed the agency must be allowed to develop detailed creative solutions and media plans without interference form the client company. Selection of Content The agency has the task of deciding how to convey the message required in order to achieve the campaign objectives and the marketing aims. The content used to convey the brand promise, may include the following:  Superior features  Excellent performance  Benefits  Quality  Reliability Campaign Tactics A company may use a variety of techniques within their promotional campaign. These may include: TV, Radio, PR, Personal Selling, Exhibitions, Direct Marketing, etc. The selection of techniques can be crucial to the success of the campaign. Target Audience & Media Media used is determined by assessing whether the target audience will watch or listen. Once the media has been selected, effective advertisements have been designed the AIDA framework should follow: A - Attention I - Interest D – Desire A – Action Attention: The first words spoken or printed in an advertisement should concentrate of the main benefits of the product. Interest: The key to building consumer interest in a product is to highlight the other features and benefits relevant to the potential consumer. BENEFITS OF A MP3 Feature Benefit Long life battery Listen all day without a worry Downloading software Everything a person might need to download their favourite tunes Special carry case Always have it handy wherever you are Desire: The consumer is reminded of what they might miss or could be enjoying to create desire for the product. E.g. buy today and receive a free accessory. Action: All the details a consumer would need in order to buy the product. This may include: - Organisations details - Payment options Can you think of any more? - Installation Focus Groups Focus groups can be used to test the likely effectiveness of promotional activity. They may consist of ten people (likely to be the target market) who are invited to look at promotional material and discuss the issues, these sessions will be led by an interviewer. The main benefit is that ideas and opinions can be discussed with representatives of the target market, allowing marketers to develop ideas. Designing Promotional Materials 1. USP – Unique Selling Point. Every advertisement should give the consumer one clear reason to buy the product 2. Short & Sweet. Say what needs to be said in as little words possible. 3. Credit for Intelligence. Give the consumer this – never speak down to consumers or insult them. Flatter, encourage and congratulate! 4. Be Original. This attracts attention. A ‘Mini’ adventure. Images & Promotional Objectives The creative use of images within promotional material can achieve several objectives:  Attract attention of target audience  Communicate product features/benefits  Create an atmosphere through lighting, colour and texture  Encourage people to read the text through creating curiosity and interest among consumers. The impact of images can be influenced through three main factors, size, colour and medium. Size – is the image crucial Colour – essential Medium – How? Cartoons, graphics, photographs etc.