Promotional Marketing

Purpose of Promotional Marketing

Promotion is one core part of the marketing mix (the other three being price, product and place).  The purpose of promotional marketing is to raise customer awareness of a product or brand, generate sales, and create brand loyalty.


Four basic objectives of promotion

  • To present information to consumers and other stakeholders.
  • To stimulate product interest, trial, or purchase.
  • To increase demand.
  • To differentiate a product.

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Five Key steps to planning a good promotional marketing campaign

Step 1: Identify your audience.

Who is your message for? (Existing customers? New Customers? Staff?)

Step 2: How will you communicate with your audience?

Personal communication (face to face, phone, personal sales presentation?), non-personal communication (print media, radio, in-store promotion, direct mail?)

Step 3: Determine Your Objectives

Promotional objectives should relate to short or long-term behaviours of the audience that are exposed to your campaign – make them clear, measurable and timely.  Typically a promotional campaign will want to achieve one or several of the following:

  • To present information to consumers and other stakeholders.
  • To stimulate product interest, trial, or purchase.
  • To increase demand.
  • To differentiate a product.

Step 4: Develop Your Promotional Message.

Now you know your objectives, what do you want to tell your audience?  Craft a compelling message that will capture your audience’s attention!

Step 5: Set Your Promotion Mix

How will you communicate your message? A good promotional campaign will incorporate a number of methods to spread its message and reach its objectives, including advertising, publicity and sales promotion. Remember, you want to create awareness of your campaign with your audience, cause them to behave in a way that you want (ie buy something, try something, do something), and have a positive memory of the experience so they’ll repeat the behaviour.

To achieve these things you will likely need a selection of promotional tools.  JPS marketing can help you plan and use the right tools to help meet your objectives – contact us so one of our talented Account Managers can assist you.


Let’s get promoting!

Already have an idea of what you need?

Use our database to search for targeted promotional items to fit your campaign based on time, theme and numbers required.

Need a little help?

Drop us a line and one of our talented team will get back to you with a quote and the benefit of their experience!

Want to know more about the other tools in the JPS promotional suite?

Apparel Solutions  Incentive Solutions  Merchandise Management