Building An Effective

Promotional Campaign

Presented by

Dan Livengood, CAS, ATM-S

Campaign Steps

1. Understand your client and their

objectives (research)

2. Develop campaign timeline

3. Determine creative elements

4. Select relevant products and collateral

5. Create and implement the campaign

6. Measure, evaluate and benchmark

Start With Your Buyer’s Objectives

• Become the client

• Understand their target audience(s)

• Determine the desired outcome

• Show your stuff

• Examine the prior campaign if applicable

• Obtain a copy of Identity/Corporate Standards, Media Kit

if possible)

Campaign Step 1

Develop Campaign Timeline

• Ask your client the drop-dead date on all components

• Determine turn time and add a few extra days

• Method of distribution (EXPO example)

• Provide campaign schedule to help you and your client

stay on track

Campaign Step 2

Determine Creative Elements/Messaging

• Don’t limit your thinking

• Integrate ideas and graphics according to available

resources and targets

• Not all successful campaigns are huge and tedious, just

effective

• Be inspired from other campaigns

Campaign Step 3

Select Relevant Products and Collateral

• Can the product stand on its own?

• Special considerations

– Special considerations: Is it a Children’s product?

– Are there environmental conditions/restrictions?

– What materials are not to be used?

– Are the recipients traveling?

– Are there weight/size restrictions to the shipment?

Campaign Step 4

Implement the Campaign

• Plan the best method of distribution

• Spread the campaign out to strategic channels but don’t

be afraid to experiment

• Assist the client in developing effective location metrics

• Make sure event is organized and recorded, which leads

into our next step…

Campaign Step 5

Measure, Evaluate and Benchmark (periodically throughout campaign)

• Measure honestly, not only quantifiably but also

qualitatively

• Make notations on all activity including variables such as

trends, brand integrity and pricing

• Plan a follow-up for next year and raise the bar (unify

previous ideas into the next campaign)

Campaign Step 6

• Have fun, be passionate and follow-up!

• Borrow from your circle of influence and unite

clients in similar endeavor (strengthens both your

campaign and relationships)

• Don’t limit campaign to one product, location, etc.

• Cross sell: Is your client considering peripheral

merchandise and apparel for the event?

Finally…

• Objective: To educate consumers, especially those who attend the Iowa State Fair, on egg facts, diversity of uses, and to increase overall attendance of fairgoers coming to the Iowa Egg booth to sample the egg on a stick.

• Strategy: Involve the creation and distribution of tradeshow and event displays at strategic points at the Fair. Also, promotional and educational pieces were handed out at the booth to further generate interest. All materials carried an attention-getting, unified theme.

• Results: Almost 100,000 eggs on a stick were given away (more than doubled from the previous year). Fair patrons gave positive feedback on education and awareness. Supporting displays and promotional products were a big hit.

Case Study Application

(2013 Pyramid and AMA NOVA Awards Winner)

Attention-Getting Graphics and A Unified Theme

Attention-Getting Graphics and A Unified Theme

Collateral