Choosing the Most Effective Promotional Tool for your Initial Campaign

| Posted: 22-11-2007 | Comments: 0 | Views: 8 | Rating: (53)

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When choosing the most effective promotional tool for your initial campaign, it is not just selecting what can give you the most sales; but it is also choosing what is best suited for you.

Whether you choose to use promotional materials such as flyers, postcards, printed catalogs, brochures, posters, or even your business cards, the success of your marketing tool depends on how well they’re able to represent your business to your target audience.

So before you consider what would be the best option for your business, understand first the main elements that make up one marketing campaign. Knowing the strengths and limitations of each would help you formulate the most effective promotional tool for your initial campaign.

Advertising –
If you utilize a marketing campaign that doesn’t need person-to-person contact to convey your message, then that’s advertising. Typical of most advertising campaign uses “prime media” to communicate ideas or the products. When we say “prime media” we mean TV, radio, newspapers and other print publications, billboards, in movies, among others.

The main purpose of advertising is to inform your audience, as well as persuade them to agree on your idea. That is why in advertising you have the message (what you want to say) and the medium (how you convey your message). These two elements, when combined, give you the means to guide your audience to the benefits of your business.

Direct Marketing –
As its name connotes, direct marketing is achieved when you build a relationship between you and the client. This type of promotional tool makes use of individual contact which makes it highly personal.

Public Relations –
It is similar to advertising as it utilizes the media to convey your product information or message to the public. On the other hand, public relations is different from advertising because you don’t have to pay for the time or space used directly. Payment is usually in kind.

Sales Promotion –
Sales promotion is a marketing strategy that allows you to give incentives and freebies to your clients as well as your distribution channel to motivate your clients to buy your product or service (i.e. free pet grooming when you buy 2 bottles of dog shampoo).

Personal Selling –
This means that you actually talk to your target clients with the goal of making a sale. It may start with you building a relationship with your prospective buyers, but always ends with the purpose of closing the sale.

All of these marketing campaigns have their own strengths and weaknesses. Choosing the most effective promotional tool for you would depend on how much of each tool you need for your products and services. You may choose to use just one, or you might want to try them all. The main thing though is to choose not only the best, but the most suitable medium that represents the kind of business you can provide.

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