Your promotion is not a campaign

BACKTO SCHOOL SEASON brings a wave of discounts, bundles, special packages and limited time offers. From books, uniforms and eyewear to snacks, technology and personal care, many businesses will find a relevant way to participate.

However, having a promotion does not mean that a business has developed a campaign. A promotion is the offer itself. It may be a discount, a bundle, a giveaway, a special price or another incentive intended to encourage customers to buy. A campaign on the other hand, is the complete strategy that determines who the offer is for, how it will be positioned, where it will be communicated and how the business will convert attention into sales.

Too often, a company develops an offer, creates an advertisement and assumes the work is finished. The offer may appear on social media, radio, a poster or inside the store, but simply placing the same message across several channels does not automatically turn it into a campaign.

A campaign begins with an objective. Are you trying to attract new customers, increase the value of each purchase, encourage repeat business, clear particular stock, or introduce customers to another product or service?

It also requires a clear understanding of the customer. A retailer selling snacks, for example, may be speaking to parents, wholesalers, cafeteria operators or vendors.The product may be the same, but the reason to buy and the most effective way to reach each audience may be different. The campaign then needs a strong central idea. The discount is not the idea. A price reduction explains the incentive, but the campaign idea connects the offer to a real need, creates relevance and gives customers a reason to remember the business.

Most importantly, a campaign must involve more than advertising. Stock must be available, prices and conditions must be clear, store displays should support the message, employees must understand the offer and be able to explain it, sales and customer service teams should know

how to respond to enquiries and existing customers, suppliers, business partners and community networks may need to be contacted directly.

Depending on the audience, the campaign may also use public relations, radio, outdoor signage, direct outreach, events, printed materials, email,WhatsApp, in store activity and online content. The channels should work together rather than operate as disconnected announcements.

Finally, the campaign must be measured against its objective. Sales, enquiries, store visits, new customers, repeat purchases and stock movement provide a clearer picture than visibility alone.

A promotion gives customers an incentive. A campaign ensures that the entire business is prepared to make that incentive work. l Candice Sealey is the Founder & Principal Consultant at Ignite! a Full-service Marketing & PR Consultancy that helps businesses/brands to stand out and communicate the right message to the right people at the right time through Strategy, Marketing, Media services and Design solutions. She is also a freelance content writer, advertising copywriter, voice-over talent, media personality. Follow us on FB & IG @igniteresults Phone:784-432-2223. Email: igniteresults@gmail.com