Influences on the Choice of Promotional Activities

Influences on the Choice of Promotional Activities

Objectives of the Promotion

  • Promotional activities should be in line with the objectives of the business promotion.
  • These objectives could include increasing brand awareness, introducing a new product, or targeting a new customer demographic.

Target Audience

  • The target audience has a major influence on the choice of promotional activities.
  • The business must consider the habits, preferences, and behaviours of this audience.
  • For example, a younger target audience may be more receptive to online or social media promotions, while an older audience may respond better to traditional methods like television or print advertisements.

Product or Service

  • The nature of the product or service being promoted will influence the promotional activities chosen.
  • Technical or complex products may require detailed explanations, so informational promotions like brochures or webinars could be effective.
  • Conversely, lifestyle or fashion products may benefit from image-focused promotions such as Instagram advertisements or sponsorship deals.

Budget

  • The budget of the promotional campaign will also be a major factor.
  • Budget considerations will have an impact on the scale and scope of the campaign, as well as the channels used.
  • For instance, a small budget may limit promotion to less expensive channels like social media or email, whereas a large budget can accommodate television or radio advertisements.

Competition

  • Consideration should also be given to what the competition is doing in terms of promotion.
  • If competitors are heavily investing in certain promotional activities, your business may need to counteract this, or alternatively, find a different way to stand out.
  • Legal and ethical constraints can also influence promotional activities.
  • For example, certain types of advertising may be regulated or even banned in some regions or industries, and businesses must ensure that their promotions meet all relevant legal and ethical requirements.

Resources and Skills

  • The availability of resources and skills within the business can influence the choice of promotional activities.
  • For example, if the business has an in-house design team, they may be more inclined to utilise visual promotional techniques such as posters or online graphics.

Conclusion

The choice of promotional activities is crucial to the success of a business’s promotional campaign. By considering factors such as objectives, target audience, the product or service, budget, competition, legal and ethical constraints, and available resources, a business can create a strategic and effective promotion plan.