Any larger and complex endeavor should begin with the proper amount of planning and preparation. Otherwise, you risk potential difficulties and delays with the execution of the task. Planning a promotional campaign for movers is no exception to this statement. The number of your leads directly depends on the movers marketing you implement to promote your business. This is why it is essential that you understand how best to prepare a promotional campaign for movers. And as a result, you will prepare the field for the further development of your moving company.
Steps to planning a successful promotional campaign for movers
A good promotional campaign is a setup you need when you launch new services or look to expand your reach within the moving industry. It helps you reach new demographics which can result in getting new leads. When you plan a promotional campaign for movers, bear in mind that it aims to achieve the following goals:
- That your promotional message reaches your intended target audience.
- Your audience can understand and accept the message.
- That message stimulates the recipients, and as a result, they take a call to action.
The question is how do you achieve these outcomes with your promotional campaign? The process is easy, but it takes “planning and preparation” time. Here are seven steps that will get your campaign off to the right start.
Assessment of marketing communication opportunities
Before even considering the prospect of launching a promotional campaign for your moving business, you need to assess the situation. It’s important that you understand the target market you are addressing with your message. So you might want to ask yourself: “Who is the message going to? What are their interests when it comes to relocation? Are they current users, influential personas, decision-makers, groups of individuals, general public perhaps?
This is something you should consider researching thoroughly before composing the campaign. After all, what good would a promotional campaign for movers be is it targeted the wrong people? You have to learn to understand your customer base in order to expand it. Once you possess this knowledge, any marketing tools for movers you use will be all the more effective.
What communication channels will you use?
During the planning process, the research you do should cover all promotional aspects. These include:
- Various markets
This information will help you decide which communication channels will be most beneficial. Will you use personal communication channels such as face-to-face meeting, telephone contact, or perhaps a personal sales presentation? Or will the indirect communication channels such as newspapers, magazines, or direct mail work better?
When it comes to the moving industry, experience has taught us that the wider range, the more business you will get. The primary focus should be on non-personal promotional campaigns, so as to attract a large number of visitors and inquiries. Once you have that, it’s just a matter of finding the ideal way to convert them into clients. And this can easily be done with the right tool, such as an instant moving quote calculator.
Determine the objectives of your promotional campaign for movers
Understand that there is a difference in objectives between promotional and marketing campaigns. Promotional objectives should be aimed towards the short-term and long-term behavior of people interested in the concept of relocation. These objectives must be clearly stated, measurable, and appropriate. The point is to prepare the field for the phase of market development.
Determine Your Promotion Mix
This is where you will need to allocate resources to sales promotion, advertising, publicity, and, of course, personal selling. Don’t skimp on either of these areas. In order for your promotional campaign to be successful, the awareness you create among leads has to be well-established. All the fore-mentioned methods should be mixed together perfectly for your promotional campaign.
Develop a Unique Promotional Message
Content, appeal, structure, format, and source of the message. These are all elements you need to sit down with your team and carefully consider before launching the promotional campaign. The important thing to remember is that the appeal and execution of the promotional message need to be harmonized. They are a joint effort that gives optimal results.
Plan Out your Promotion Budget
It is the exciting part. You must now determine the budget for the promotional campaign. You have to determine cost breakdowns per service area and the promotional mix elements. Take some time to break down allocations and determine:
- percent of sales
- competitive parity
By breaking down and separating these costs, you get a better insight into the financial requirements of your campaign. The success of a promotional campaign for movers is dependent on the calculations you will make. Otherwise, you risk over-reaching with no financial coverage. And the next thing you know, you’ve invested much more than there is to gain from the promotional campaign.
Determine Campaign Effectiveness
Once you establish the marketing ideas you want to implement, time to define the promotional plan of action. For the interest of the organization, you should put this down in writing. The document you create should contain the following:
- Situation analysis
- Copy platform
- Timetables for effective integration of promotional elements
Once implemented, you will need to determine how best to measure the overall effectiveness of the campaign. How did the actual performance measure up to planned objectives? This is something your target market can answer best. The most useful solution would be a short survey. Such a method can help you determine
- whether they recognized or recall specific advertising messages,
- what they remember about the promotional message,
- how they felt about the promotional campaign,
- if their attitudes toward your moving company were affected by the message they received.