to get your message to them. There are numerous channels you could use to get your message to an audience and the range of channels is changing rapidly with the developments in technology, the internet, mobile technologies etc. Selecting the correct one(s) is key to a successful campaign. By understanding your audience, what you are wanting to say to them, the response you wish to evoke and constraints such as the amount of money you have to spend, how much time you can spend responding, how much stock you wish to sell etc., you should be able tThe first thing you need to do is put together a promotional brief. It is just as important to prepare this for yourself as it is if you are planning to use a third party, such as a PR agency. This brief should form the basis of the campaign- it should include the relevant Ws- Why, What, Who, Where. You also need to think about the How as well.

If your campaign is going to be successful, you need to think about what you are trying to achieve, and apply good old fashioned common sense. You can of course be extremely creative in how you go about your campaign, but in order for it to be successful, you have to think carefully about what you want to achieve.

Some of the relevant points to cover in a Promotional Campaign brief are outlined below:

a) What is it that you are promoting? b) What response do you want to get from the target (e.g. do you want a sale, or an expression of interest, or contact details etc.?) c) What response level do you need to achieve in order to make the promotional activity worthwhile?

d) How targeted is your mailing list? (the more highly targeted, the greater your level of response will be)

e) When do you need responses by?

f) Who will handle your responses/ answer queries?

g) How will you follow-up your responses

i) when people reply positively, or negatively, to your promotion?

ii) if levels of response are not as high as expected?

h) What image are you trying to get across through your promotion?

The next thing to think about is how you are going to get your message to your target audience. Types of questions to pose yourself when thinking about your target audience may include:

a) Who you are actually wanting to target? b) What are their likes and dislikes likely to be? c) Does your audience have a particular interest in common? d) Does your audience fall into a particular age range?

The answers to this type of question should help you think about the ways your audience access information, and may provide some specific channels for you to get your message to them. There are numerous channels you could use to get your message to an audience and the range of channels is changing rapidly with the developments in technology, the internet, mobile technologies etc. Selecting the correct one(s) is key to a successful campaign. By understanding your audience, what you are wanting to say to them, the response you wish to evoke and constraints such as the amount of money you have to spend, how much time you can spend responding, how much stock you wish to sell etc., you should be able te. You can of course be extremely creative in how you go about your campaign, but in order for it to be successful, you have to think carefully about what you want to achieve.

Some of the relevant points to cover in a Promotional Campaign brief are outlined below:

a) What is it that you are promoting? b) What response do you want to get from the target (e.g. do you want a sale, or an expression of interest, or contact details etc.?) c) What response level do you need to achieve in order to make the promotional activity worthwhile?

d) How targeted is your mailing list? (the more highly targeted, the greater your level of response will be)

e) When do you need responses by?

f) Who will handle your responses/ answer queries?

g) How will you follow-up your responses

i) when people reply positively, or negatively, to your promotion?

ii) if levels of response are not as high as expected?

h) What image are you trying to get across through your promotion?

The next thing to think about is how you are going to get your message to your target audience. Types of questions to pose yourself when thinking about your target audience may include:

a) Who you are actually wanting to target? b) What are their likes and dislikes likely to be? c) Does your audience have a particular interest in common? d) Does your audience fall into a particular age range?

The answers to this type of question should help you think about the ways your audience access information, and may provide some specific channels for you to get your message to them. There are numerous channels you could use to get your message to an audience and the range of channels is changing rapidly with the developments in technology, the internet, mobile technologies etc. Selecting the correct one(s) is key to a successful campaign. By understanding your audience, what you are wanting to say to them, the response you wish to evoke and constraints such as the amount of money you have to spend, how much time you can spend responding, how much stock you wish to sell etc., you should be able t/p>

d) How targeted is your mailing list? (the more highly targeted, the greater your level of response will be)

e) When do you need responses by?

f) Who will handle your responses/ answer queries?

g) How will you follow-up your responses

i) when people reply positively, or negatively, to your promotion?

ii) if levels of response are not as high as expected?

h) What image are you trying to get across through your promotion?

The next thing to think about is how you are going to get your message to your target audience. Types of questions to pose yourself when thinking about your target audience may include:

a) Who you are actually wanting to target? b) What are their likes and dislikes likely to be? c) Does your audience have a particular interest in common? d) Does your audience fall into a particular age range?

The answers to this type of question should help you think about the ways your audience access information, and may provide some specific channels for you to get your message to them. There are numerous channels you could use to get your message to an audience and the range of channels is changing rapidly with the developments in technology, the internet, mobile technologies etc. Selecting the correct one(s) is key to a successful campaign. By understanding your audience, what you are wanting to say to them, the response you wish to evoke and constraints such as the amount of money you have to spend, how much time you can spend responding, how much stock you wish to sell etc., you should be able tge to your target audience. Types of questions to pose yourself when thinking about your target audience may include:

a) Who you are actually wanting to target? b) What are their likes and dislikes likely to be? c) Does your audience have a particular interest in common? d) Does your audience fall into a particular age range?

The answers to this type of question should help you think about the ways your audience access information, and may provide some specific channels for you to get your message to them. There are numerous channels you could use to get your message to an audience and the range of channels is changing rapidly with the developments in technology, the internet, mobile technologies etc. Selecting the correct one(s) is key to a successful campaign. By understanding your audience, what you are wanting to say to them, the response you wish to evoke and constraints such as the amount of money you have to spend, how much time you can spend responding, how much stock you wish to sell etc., you should be able t to get your message to them. There are numerous channels you could use to get your message to an audience and the range of channels is changing rapidly with the developments in technology, the internet, mobile technologies etc. Selecting the correct one(s) is key to a successful campaign. By understanding your audience, what you are wanting to say to them, the response you wish to evoke and constraints such as the amount of money you have to spend, how much time you can spend responding, how much stock you wish to sell etc., you should be able to make wise choices in your channel selection. Channels may include:

a) A website b) A Blog c) An E-Zine

d) An email

e) A specialist interest magazine

f) A club newsletter

g) A flyer

h) Television

i) Radio

j) Local press

k) Regional Press

l) National press

m) A poster

n) Direct mailers

o) Telephone calls

Once you have selected the appropriate channels, you need to think about how to best use the channel:

a) Press releases

i) A well written press release may stimulate interest cross-media. As well as the press release being published either as submitted, or as an edited version, you may also stimulate further editorial. The drawback is that you cannot control how a press release will be used. Your content may be edited (if used at all), and you have no influence on where or when it is placed.

b) Editorial (Content).

i) You can create your own editorial by writing articles for magazines, e-zines, newspapers etc ii) You can contact journalists directly and gain agreement for a third party to write editorial. If you decide on this course of action, it's important to do your research and target journalists who will be interested in what you have to say. Also make sure that you have something really interesting to generate their desire to cover your story.

c) Advertisement. Totally controllable. You state what information is to be put in the ad, the size, the position, and the response details. If you want to place an advert, think carefully about the publications you could choose. Is your audience tightly targeted and so likely to read specific specialist titles, or is your local paper going to be more relevant? How many responses will you need to pay for the advert? Is this realistically achievable? d) Content on web site. You should be able to control the information, where and how it is placed. If you update the information yourself, you can control a steady flow of information to your audience that fits in well with your business.

It will probably be useful to make time for follow up to your campaign if you find that