Promotional campaigns take many forms, so it can be tricky to know where to start. You must be clear about you want to achieve, who your audience is, and how you'll appeal to them. But then how will you gauge success?
Here, we explain the essential ingredients for a promotional campaign, so you can ensure it's a roaring success – be it a product launch, sampling event or PR stunt.
1. A solid campaign plan
Top of the list is defining your objectives and deciding who your audience will be. Are you promoting a new product, sharing a message or just spreading awareness?
Do you want your promotional campaign to attract new customers or communicate to existing customers, influencers or decision makers? If you're trying to push sales, who will be interested in your product?
Write the answers down and you'll soon have the start of a solid plan!
See the 8 steps of campaign planning for expert advice.
2. An agreed campaign budget
Next, you'll want to allocate funds to the different strands of your campaign to determine what is and isn't affordable. This will help calculate your campaign's potential for success.
A well-planned budget also helps you divert money to where it'll make the biggest impact. After all, you don't really want to waste cash on something your audience doesn't really care for.
Get a head start with our guide to creating your campaign budget.
3. A powerful, on-brand message
Tell your audience what you're about and what they have to gain. Write down how your product or service helps them in their everyday lives, e.g. how to live more sustainably, eat more healthily, live more comfortably.
Focus this message, distilling it into just a few words for the best results. This should be displayed on your promotional vehicle or emblazoned onto props or display boards.
Be sure to capture shots and reels of your vehicle to help spread your message further.
4. Efficient delivery, with expert help
Now you've chosen your audience, decided your budget and settled on a message, it's time to plan the roll-out process itself. This task can feel like spinning plates, so write a document setting out your timetable and get project managers to assist as needed.
If you're planning a seasonal promotion like SHEIN's Christmas campaign, be aware that the best venues go quickly. That's why it's so important to book your vehicle early.
5. An overview of the results
This is where you will closely scrutinize every aspect of your campaign to see which elements worked and which elements, if any, were not so successful. How did the actual performance measure up to your planned objectives?
Feedback surveys can help you decide how you'll approach things in the future, and what elements can be left on the cutting room floor.
Browse our promotional vehicle fleet
With everything from VW Campers to H-Vans and Routemaster buses available, you're bound to find the ideal vehicle for your campaign.
Our team keeps vintage vehicles on hand for activations just like yours, including product sampling campaigns, but we also have a range of modern vehicles for you to choose from.
Click the button to see our fleet, then send us your brief to get things rolling.
