Have you ever wondered the best ways to know if your promotional campaign was a success? There are many ways to evaluate the effectiveness of your promotional campaign, in this article we will discuss 5 signs that you’ve just run a great promotional campaign.
Perhaps the most obvious sign that your promotion was a success, is the increase in sales. While promotions that involve specific products, like on-pack promotions, typically see a more direct sales boost as a result of the promotion, other campaigns involving the brand as a whole can still see an uptick in sales due to the success of their promotion as well. A successful campaign can reach an audience greater than your customers, and that new audience can become customers of your brand if your promotion is a hit with them.
Another good metric for measuring the success of your promotional campaign is website impressions. Many promotional campaigns are accompanied by a promotional microsite, where consumers can learn about the campaign and, in most cases, enter the promotion on the site. A high volume of impressions on your microsite is a good indication that your program is a success, especially if the impressions correlate with the number of entries. While microsite impressions are a good sign, your brand website impressions can be an even more meaningful indicator that your promotion was a success. An increase in impressions on your brand website during your campaign is a signal that your promotion attracted visitors enough to want to learn more about your brand.
Social Media Follows
If your company has a presence on social media, you might see an increase in follows and engagement during and after your promotional campaign. This is a sign that your promotion did well. Similarly to website impressions, an increase in followers on social media as a result of your promotional campaign means that consumers searched out your brand and wanted to learn more AND keep up to date on your brand.
A more direct sign that your promotional campaign is a success is the ‘buzz’ that surrounds your promotion. If your followers and customers are like crickets during your promotion, it might be a sign that you have areas of improvement. On the flip side, if there is a lot of positive buzz surrounding your promotional campaign that is a fantastic sign your promotion is a success.
Above all else, the best sign that your promotion was a great success is to measure the results against your campaign goals. Were your goals met? Or even better, exceeded? If you didn’t have any goals set for your campaign before it started, consider consulting our IDEA process, where you can set your promotion up for success with a proven 4-step method that builds on itself promotion after promotion. We start with identifying your promotion's purpose: what are your challenges and how do we solve them purposefully with a promotion? Contact our experts if you're interested in learning more.
With these five signs, we hope you feel more equipped to analyze your promotion's success and build on it for your next promotion. If you are interested in learning more about promotional marketing, check out our insights page!