Reasons why promotional campaign can never be successful without a solid backing of Market Research

CHENNAI, India - Oct. 26, 2013 - PRLog -- A demographic study on the users of the product/service.
‘Consumer-insights’ on the users and non-users of the product/service.
Total market size of the users of the product/service and clear objectives of the promotion.
A trial run or test market for the promotional campaign, to ensure its effectiveness and reach among consumers.
Monitoring results to gauge the impact of the promotion conducted.

How do you identify your customers?

You will need to conduct a nonspecific trial promotion to understand the chief distinctive characteristic of your product or the USP of your product/service and why people choose your product/service and how they benefit out of it. With the backing of this information it is easy to draft a convincing campaign.

The advantages of conducting such a nonspecific trial promotion is that

a) You encourage your existing customers to increase the usage of your product/service.

b) Encourage new customers to join the bandwagon and incase the product/service has unfriendly news associated with it you could attach a positivity to the campaign.

Eg: If your product is a new Pizza outlet. We all know there is a lot of negativity surrounding consuming pizza, of it being unhealthy and causing obesity. Your pizza outlet can address such issues and promote “healthy pizza” as a part of your campaign.

It is extremely important to study about the non-users of your product/service and understand their reasons and draft a plan to catch their attention.

At the end of your analysis you are bound to see users and non-users of your product for several odd reasons. This is the juncture where you will pin down the Target market of your promotion. This target market helps you identify the exact channel in which your promotional campaign be headed towards.

Test and analyze size of your potential market

By conducting the above steps you can arrive at numbers of your potential market, this would help you determine your existing users and non users. After settling down on the numbers you will have to reason out the numbers, i.e. how many existing users can be pushed to use/buy your product/service more frequently and how many new users are likely to become potential new customers. This is why it is very vital to understand the size of this market and how large your market is. After the size is tested a small trial promotion can be done on a small sample of the target market and if results are favorable a complete campaign can be rolled out.

Monitor your progress

You will need to assess your promotional (http://www.guiresresearch.com/advertising-and-promotional...) campaign. It is otherwise impossible to analyze the results of your promotion. This will you decide if the promotion should be continued or discontinued for other areas or markets.

As we all know, there are huge sums of money invested in promotional (http://www.guiresresearch.com/advertising-and-promotional-research.php) events and campaigns hence it is best to test your market in such scenarios before plunging in and investing huge sums of money.