Promotions are just one aspect of public relations—an important aspect though, no doubt. Promotions can actually carry your PR campaign a long way if you’re doing it correctly.
Typically, products don’t really change much with a company. That’s probably the case with your company. So how do you keep things interesting? How do you continue to persuade people to come in and try your product again? Promotions.
Learning How to Promote
Be clever while promoting
A little cleverness goes a long way. A PR firm is usually a team of clever, creative people who can conjure up ideas that suit your brand. That’s just it, though. You have to be sure to maintain your branding.
When you’re clever and witty, you don’t want to push too far outside of your image. Anything you do has to still be tied to your brand and aligned with your goals. What this means is that you can’t just throw out a random witty comment—it’s PR best practices to always stay with the branding voice.
Decide what you want
It’s important to measure your expectations relating to your goals. You must first start out with a plan: what do you want to achieve with your promotion? Target your effort, meaning basically that you should decide early on what the outcome should be.
Promotions have the power to bring in a mix of customers. Some promotions may be targeted towards new people, while others target returning customers (e.g. an offer or content that “reels” people back in). Not all promotions are created equal so invest the time is creating a plan – map out what you want to achieve, and then build promotions around that goal.
Decide carefully on an incentive
There are multiple ways you can bring in the customers. It’s all about the incentive, the reason that people should visit you versus a competitor. This is where you reward people for choosing you over the other guy.
Here are some examples of good incentives:
- Samples and trials
- New aspects of the product
Remember that everybody loves saving money or feeling like they got a deal! They love the idea that they are rewarded for something. That is a good guideline on how to promote: Make your audience feel like they are exclusively part of the club.