Here is an excerpt from our soon to be published Journal Book. It contains our 10 key points on how to plan a successful promotional campaign.  They are essential steps to ensure success.

1.    Establish a goal. Examples - brand awareness, increase sales, customer loyalty, employee morale, entering a new market, communicating a strategy.

2.    Make sure your goals are measurable. Examples - sales growth, profit margin increase, quality metrics, customer satisfaction, web click throughs, enrollment, market share. 

3.    Analyze your market and audience. Understand the demographics, Examples - age, income, geography, job description, gender, education. Factor the environment including economic conditions, seasonality, office place, outdoor activity. 

4.    Weigh all of the critical factors. Examples - number of participants, budget, cost of distribution, time table to execute, legal compliance, media requirements, IT support, eco-impact. 

5.    Brainstorm with the entire organization. Get input. Speak to potential users. Just because you like it doesn't insure success. Make certain that all effected departments are in the communications loop. 

6.    Be fact based and take the "gut feel" out of the equation. 

7.    Compile your data and perform a SWOT Analysis.  

8.    Develop a "time line" with all critical dates. Include planning, analysis, quotation, delivery of material, distribution of material, collateral material (e-mail, signage, and other media), measurement and review. 

9.    Solicit feedback from participants. 

10.Execute and evaluate.