This document outlines the key steps to building an effective promotional campaign: 1) understand the client's objectives and target audience, 2) develop a timeline, 3) determine creative elements and messaging, 4) select relevant products and collateral, 5) implement the campaign through strategic distribution channels, and 6) measure and evaluate the campaign's performance both quantitatively and qualitatively. It emphasizes researching the client, integrating ideas according to available resources, experimenting in distribution, and continually improving for future campaigns. An example case study is provided on a successful promotional campaign at the Iowa State Fair that doubled egg consumption through attention-grabbing displays, samples, and educational materials.

1. Building An Effective
Promotional Campaign
Presented by
Dan Livengood, CAS, ATM-S

2. Campaign Steps
1. Understand your client and their
objectives (research)
2. Develop campaign timeline
3. Determine creative elements
4. Select relevant products and collateral
5. Create and implement the campaign
6. Measure, evaluate and benchmark

3. Campaign Step 1
Start With Your Buyer’s Objectives
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Become the client
Understand their target audience(s)
Determine the desired outcome
Show your stuff
Examine the prior campaign if applicable
Obtain a copy of Identity/Corporate Standards, Media Kit
if possible)

4. Campaign Step 2
Develop Campaign Timeline
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Ask your client the drop-dead date on all components
Determine turn time and add a few extra days
Method of distribution (EXPO example)
Provide campaign schedule to help you and your client
stay on track

5. Campaign Step 3
Determine Creative Elements/Messaging
• Don’t limit your thinking
• Integrate ideas and graphics according to available
resources and targets
• Not all successful campaigns are huge and tedious, just
effective
• Be inspired from other campaigns

6. Campaign Step 4
Select Relevant Products and Collateral
• Can the product stand on its own?
• Special considerations
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Special considerations: Is it a Children’s product?
Are there environmental conditions/restrictions?
What materials are not to be used?
Are the recipients traveling?
Are there weight/size restrictions to the shipment?

7. Campaign Step 5
Implement the Campaign
• Plan the best method of distribution
• Spread the campaign out to strategic channels but don’t
be afraid to experiment
• Assist the client in developing effective location metrics
• Make sure event is organized and recorded, which leads
into our next step…

8. Campaign Step 6
Measure, Evaluate and Benchmark
(periodically throughout campaign)
• Measure honestly, not only quantifiably but also
qualitatively
• Make notations on all activity including variables such as
trends, brand integrity and pricing
• Plan a follow-up for next year and raise the bar (unify
previous ideas into the next campaign)

9. Finally…
• Have fun, be passionate and follow-up!
• Borrow from your circle of influence and unite
clients in similar endeavor (strengthens both your
campaign and relationships)
• Don’t limit campaign to one product, location, etc.
• Cross sell: Is your client considering peripheral
merchandise and apparel for the event?

10. Case Study Application
(2013 Pyramid and AMA NOVA Awards Winner)
• Objective: To educate consumers, especially those who
attend the Iowa State Fair, on egg facts, diversity of uses, and
to increase overall attendance of fairgoers coming to the Iowa
Egg booth to sample the egg on a stick.
• Strategy: Involve the creation and distribution of tradeshow
and event displays at strategic points at the Fair. Also,
promotional and educational pieces were handed out at the
booth to further generate interest. All materials carried an
attention-getting, unified theme.
• Results: Almost 100,000 eggs on a stick were given away
(more than doubled from the previous year). Fair patrons
gave positive feedback on education and awareness.
Supporting displays and promotional products were a big hit.

11. Attention-Getting Graphics and A Unified Theme

12. Attention-Getting Graphics and A Unified Theme

13. Collateral