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How to match promotional activities to consumer preferences?

Agnieszka Szczepanowska
06/12/2023 | 4 min read
How to match promotional activities to consumer preferences?

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    You run a business, you know your ideal client. Unless you don't. Then it's worth getting to know them. Why? Because out of all the promotional activities you'll hear about soon, you'll be able to choose the ones that will be effective. And that means you'll spend less on promotion and earn significantly more. Pleasant effect, right?


    In a moment, you will learn what criteria to use when choosing a promotion method. You will receive useful tips on what to consider. You will also learn about a great market research tool. And not only for that. Let's get started.


    Which promotional campaigns to choose?


    Above all, those that can reach your target audience. Which means you have to be where your audience is. The best ones are those campaigns that require the least financial investment compared to the projected profit.


    For example? You can of course attract computer gamers to the streets with a series of sponsored articles about their favorite game. Just to show them a banner waving behind a rented glider. However, they will only be outside for a moment, and then happily return to the computer, paying more attention to the story and the world on the screen. In addition, the cost of such an undertaking will be significantly too high.


    This is, of course, an extreme example of poorly planned marketing. It's worth thinking about one more criterion. It is alignment with the values of your brand. If you run a psychological counseling center for children, it may not be a good idea to distribute leaflets at a company party with plenty of alcohol, right? It would be better to promote during the premiere of the latest children's film, which minors will eagerly bring their parents to.


    What promotional activities do you have available?


    The most obvious way of promotion is advertising. This includes print, radio, television, and online advertising, as well as physical banners, leaflets, and billboards. However, this is not the only method of reaching customers with your offer. You can give interviews or participate in internet podcasts. Organize free events and engage in social campaigns.


    Another method of promotion is content marketing. Look. At this moment, you are reading the blog of the Rating Captain application. What is its purpose? To provide you with valuable content that will help you learn more about how to develop your business. This means that you can easily find this material on the internet by entering keywords related to the difficulties you face in a search engine. You can do exactly the same in your industry.


    In addition, you can use sponsored articles, run your own YouTube or TikTok channel. Publish interesting informational materials on social media. Write newsletters. But what good is it if you find it difficult to decide what will bring you the best effect?



    How to quickly learn consumer preferences?


    You already know that your promotional activities should be tailored to your target audience. You know what promotion methods you can use. How to make the choice as simple as possible? By conducting market research. Only then will you find out where your audience can actually be found, what amuses them, what makes them happy, what they live for, and what difficulties they have.


    Preliminary market research is usually done through surveys. However, you can speed up this process by using the Rating Captain application. By logging into the panel, you will immediately see who has written a review about your company, where they did it, and how. Thanks to sentiment analysis, you will quickly become familiar with negative mentions and react to them efficiently, while collecting data. You will notice positive reviews and draw conclusions from them.


    You will also find it easier to find people who may be willing to participate in in-depth interviews.


    What to do when promotion doesn't bring results?


    It depends on how much time has passed since the start of the activities. SEO campaigns may only have an effect after several months. Similarly, Facebook ads will be in a learning phase for some time. So it's usually not worth giving up on them until there have been 50 events that are the goal of the campaign. Remember, however, that making changes causes the ad to go back to the learning phase. As you can see, patience is required with every promotion method.


    If you choose the right category of promotional activities for your audience, they should be effective. They're not? Before giving up, entrust them to independent professionals. It's best to find them using the same method you want to use yourself.

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