how to make promotion in business plan

🎧 Real entrepreneurs. Real stories.

Subscribe to The Hurdle podcast today!

3 Key Steps to Create a Promotional Plan

Ben Fellowes

8 min. read

Updated May 10, 2024

I’ll never forget my first client, shouting at me in frustration, “C’mon! It shouldn’t be this hard to make a decent advert! Anyone can do it!”

Twenty years down the line and hundreds of marketing promotions later, I’m no longer frustrating people so much because I’ve learned to take apart the meat and bones of promotions to better understand how to produce effective ads and literature.

But can anyone do it? I’m not sure I agree with my old client on that one, but there are certainly some message and design commonalities that can be taken apart and looked at in order to build successful marketing collateral.

Whether you’re a rookie designer or a client looking for some sound design and copy advice, this guide can help you understand the anatomy of your promotions and how each one should be built within tried-and-tested parameters.

• 1. The heart of a promotion: The headline

Giving life to your promotion

Your headline is a critical part of your promotion. It is the heartbeat that gives it life and meaning.

A headline can be as obvious as the word “sale” or simply your product name. It is all about context. Why make it complicated on the cover of a brochure or sell sheet? But then again, why make it super-generic on the headline of a magazine ad that you want to get noticed?

Be effective rather than clever

A headline can be funny, clever, inspirational, seductive, and so on. But what it can’t be is unrelated to your product and business message. There’s an awful habit that many businesses fall into of trying to lever in puns or well-known phrases—a belief born from reading too many tabloid papers.

If you’re able to use clever wordplay to get your point across then that’s great. But trying to “be clever” should never be your motivation for writing a headline.

Don’t use humor for the sake of it (and avoid the dreaded “pun”)

Here is a comparison of actual headlines for similar products with very different treatments:

“Regardless of the right to bear arms, we in no way condone the right to bear feet.”

In my opinion, this headline for Kenneth Cole shoes (above) leaves the viewer wondering: What’s being sold here? What point is being made? How can this information be acted upon?

In view of the fact that this ad was also trying to somewhat make a social statement, it just seems like the wrong place for a “pun” and the whole thing results in a confusing statement with forced humor.

“Metro Shoes back-to-school sale—happy feet make happy people!”

At first glance, this headline (above) could be viewed as fairly unremarkable. However, this headline for Metro Shoes is doing its job because it’s clearly defining a message and a purpose for this piece of promotional literature.

Brought to you by

Create a professional business plan

Using ai and step-by-step instructions.

Secure funding

Validate ideas

Build a strategy

A headline should tell the viewer:

• Who you are
• What you’re selling
• What problem you’re solving

Headline examples

Here are just a few examples of headline strategies that you can adopt for your own business.

• Scare the viewer: “ A little mistake that cost the farmer $3,000 a year!”
• Ease the viewer: “Good mornings follow a good Nytol.”
• Impel the viewer:  “Nothing hurts more than sitting on a couch.”
• Intrigue the viewer: “How does the man who drives the snowplow drive to the snowplow?”
• Inspire the viewer: “Don’t dream of winning. Train for it.”
• Humor the viewer: “An English ale so authentic it’ll make your teeth crooked.”
• 2. The brain of a promotion: The copy

Be smart about writing your body copy. Whether you’re writing a paragraph for an ad or an entire brochure, the body copy should reflect your business’s brain and voice. Don’t just cut and paste a copy style; know who you are and who you’re talking to.

If you’re advertising a tech business, you need to sound informed and intelligent; however, if you own an events business, sounding “techy” rather than fun and upbeat is clearly the wrong approach.

Have a plan for your copy

• Think before you write: consider what you have to offer and write down the features—and more importantly, the benefits of your products and services
• Know your audience:  be clear about who you’re talking to and adopt the voice of your copy accordingly
•  Use simple words when you can: be natural but intelligent, and avoid marketing lingo
• Never write passively: don’t say “we try to provide the best service” when you can say “we provide the best service”
• Introduce yourself
• Tell people what you’re offering—not just on the surface, but what you really offer as a result of your product or service
• Tell people why you’re offering it
• Give people a firm conclusion:  offer a takeaway from your story

Take action from the start

Describe the benefits customers get from your business as soon as possible. The benefit is really what customers are after; is it cheaper, is it faster, is it newer, will it make my hair grow back?

Split your copy into subheadings

Don’t write in long paragraphs. Make your paragraphs short and sweet and make sure each paragraph has a subheading to help organize your copy into an easy-to-follow story.

When people read your promotion, the subheadings should give a great summary of what you’re offering without the need to read each paragraph.

Bullets and other tricks are your friends

Don’t be afraid of bullets or itemized info. Summarized lists of features and highlights are a quick and effective way of drawing attention to major benefits while giving the viewer easily digestible information.

If you can put a complex piece of info in a simple data graph or graphic, then do so. A picture can say more in one second than an entire paragraph or even page of copy.

Include a call-to-action (CTA)

Don’t ever forget what you want people to do with the promotion you’re offering. Getting customers to do what you want is a bit like herding cats!

People have short attention spans and getting them to see your phone number, redeem your coupon, link to your web address, or visit your store is far more important than getting them to read any of your body copy.

Make your call-to-action easily seen and build in motivation as to why the reader should take that action. The following CTAs are just a few examples of commonly used CTA verbiage:

• Call now at
• Join the party at
• Discover the secret at
• See how we did it
• Make a difference at
• Go to our website
• Sign up for free at
• Indulge yourself now at
• Call now to speak to a success expert
• Like free prizes? Like us on Facebook!
• Find your own style at
• 3. The body of a promotion: The design

The design of your promotion is not only what makes it attractive, it’s also what helps the viewer make sense of the information you’re presenting. It’s the meat of your literature that fills out the bare bones of an idea.

Design harmony

It’s imperative that you understand the relationship between words and images. Before you even start your design, consider the following:

• Never use an image because it looks “nice” —every image you use in an ad, brochure, or other promotion needs to relate to a headline or a piece of information that you’re presenting
• It’s all in the composition —have a visual plan of where your copy will sit and where the related images will best complement these info points
• On brochures and other literature in which there are a lot of copy points, consider adding captions underneath each image
• Use color blocking, different font styles, and other tricks —treat copy as another aspect of your design that needs design attention
• Make every block of text readable —although it depends on the font and the reader, as a rule, each section of body copy should be at least 10 point in font weight with image captions no less that 7 point

Harmonize your promotion to include both images and copy. Think of your images and copy running down the beach, hand-in-hand together! They are supposed to be a team that works in unison.

Rule of threes

If you’ve never heard of this term, the rule of threes is a great composition guide to consider for every page of literature you produce. It’s a great rule to follow that allows you to design in a way that naturally conforms to the way a viewer sees and follows visual information.

By splitting your page into three vertical or horizontal sections, you can create a layout that has natural structure and eye-flow.

Every promotion is different, but whether it’s a brochure, sell sheet, flyer, or advertisement, it needs to have a powerful structure and a strong message to effectively support your business.

Ben Fellowes is Sr. Copywriter and marketing expert at Roland DGA. He has designed and produced content for some of the world’s top agencies and marketing companies. He's currently working (and getting his fair English skin burned) in Southern California! He loves art, punk rock, horror films, comic books, real beer, cooking, and eating too much!

Table of Contents

Related Articles

6 Min. Read

How to Do a SWOT Analysis for Better Strategic Planning

3 Min. Read

How to Write an Effective Marketing Plan

9 Min. Read

How to Create a Sales Plan for Your Business

8 Min. Read

How to Create A Digital Marketing Plan and Strategy

The LivePlan Newsletter

Become a smarter, more strategic entrepreneur.

Your first monthly newsetter will be delivered soon..

Unsubscribe anytime. Privacy policy .

The quickest way to turn a business idea into a business plan

Fill-in-the-blanks and automatic financials make it easy.

No thanks, I prefer writing 40-page documents.

Discover the world’s #1 plan building software

Developing a Winning Promotion Plan

• Fundrising Ready
• MAC & PC Compatible
• Immediate Download

Related Blogs

• Unlock the Benefits of Automation in Your Business
• Utilizing SMART Goals to Define Your Business Objectives
• Understanding the Benefits of Business Planning
• Learn How to Maximize the Benefits of Working with External Partners
• Understanding Your Business Insurance Needs

Creating a winning promotion plan is essential for any business aiming to elevate its market presence and achieve measurable success. By clearly defining your objectives , understanding your target audience , and selecting the right promotional channels, you can craft compelling messages that resonate and drive results. Dive into the intricacies of promotion planning to unlock your brand's full potential.

What are the key objectives of a promotion plan?

Define the primary goals of the promotion.

Establishing clear promotional objectives is essential for any effective promotion plan. Primary goals often include:

• Increase sales: Implementing a sales increase strategy can directly impact revenue and market share.
• Enhance brand awareness: A brand awareness campaign aims to familiarize potential customers with your brand, making it top-of-mind when they make purchasing decisions.
• Engage customers: Fostering a deeper connection with the audience can lead to brand loyalty and long-term customer relationships.

Identify target audience and their needs

Understanding your target audience is crucial for the success of your promotional efforts. Conducting a thorough target audience analysis allows marketers to:

• Identify demographics, interests, and behaviors that define the audience.
• Recognize the specific needs, preferences, and pain points of potential customers.
• Tailor marketing strategies to resonate with the audience, ensuring that promotional messages are relevant and impactful.

Set measurable outcomes to evaluate success

To assess the effectiveness of your promotion plan, it's important to establish measurable outcomes in marketing . These outcomes can include:

• Sales growth percentages over a defined period.
• Increased engagement rates on social media platforms.
• Higher conversion rates from promotional campaigns.
• Collecting customer feedback through tools such as surveys to gauge satisfaction and areas for improvement.
• Utilize marketing analytics tools to track performance metrics and adjust strategies accordingly.
• Regularly review and refine your promotional objectives based on market trends and customer feedback.

How do you research and analyze your target market?

Utilize market research tools and surveys to gather data.

Researching your target market is a crucial step in developing a winning promotion plan. Leveraging market research tools can provide valuable insights into customer preferences and behaviors. These tools can range from online surveys and questionnaires to focus groups and interviews. By gathering data directly from potential customers, you can identify their needs, pain points, and motivations.

Surveys can be particularly effective in assessing the interests of your audience. Utilize platforms like SurveyMonkey or Google Forms to create engaging surveys that encourage participation. Aim to include questions that help you understand:

• Demographics (age, gender, location)
• Shopping habits and preferences
• Feedback on existing products or services

Analyze competitor promotions and strategies

Another vital aspect of target audience analysis is conducting a thorough competitor analysis . Understanding what your competitors are doing can provide insights into successful strategies and potential gaps in the market. Analyze their promotional channels, messaging, and engagement levels to identify what resonates with your shared target audience.

Consider the following when examining competitor promotions:

• What promotional objectives are they targeting?
• How effectively are they using social media and other marketing channels?
• What unique selling propositions do they emphasize in their messaging?

By synthesizing this information, you can refine your own sales increase strategy and position your brand effectively against competitors.

Segment the audience for tailored messaging

Once you have collected and analyzed market data, the next step is to segment your audience. Audience segmentation techniques allow you to categorize your target market based on various factors such as demographics, psychographics, and buying behavior. This segmentation enables you to craft tailored promotional messages that speak directly to the needs and desires of each group.

Common segmentation criteria include:

• Age and gender
• Income level
• Interests and lifestyle choices

By understanding the nuances within your audience, you can create more effective promotional messages that enhance messaging consistency and drive engagement.

• Utilize A/B testing on your promotional messages to see what resonates most with different segments of your target audience.
• Regularly update your audience analysis to stay aligned with changing preferences and market trends.

What promotional channels should be included in the plan?

Compare digital versus traditional marketing channels.

When developing a promotion plan , it's crucial to consider the effectiveness of both digital and traditional marketing channels. Digital channels, such as social media, email marketing, and SEO, offer immediate feedback and extensive reach. They allow for real-time adjustments based on market research tools and customer engagement metrics.

On the other hand, traditional marketing channels like print media, television, and radio can still be effective, particularly for reaching specific demographics. These channels often provide a tangible experience, which can enhance brand awareness campaigns .

• Digital marketing channels allow for targeted advertising and audience segmentation, which can lead to higher conversion rates.
• Traditional channels often have a broader reach within local communities, making them beneficial for localized promotions.

Evaluate the effectiveness of social media platforms for your audience

Social media platforms have become a cornerstone of any modern marketing strategy . Evaluating the effectiveness of these platforms for your specific target audience analysis is vital. Different demographics gravitate towards different platforms, so understanding where your audience spends their time is key.

For instance, platforms like Instagram and TikTok are highly visual and cater to younger audiences, while LinkedIn is more suited for B2B marketing and professional networking. Analyzing the effectiveness of social media can help tailor your promotional messages accordingly.

• Utilize marketing analytics tools to track engagement rates on various platforms, allowing for data-driven decisions on where to focus your efforts.
• Consider audience segmentation techniques to create customized content that resonates with your audience on each platform.

Consider partnerships with influencers or local businesses

Building partnerships with influencers or local businesses can significantly amplify your promotional efforts. Influencers bring pre-established trust and engagement with their followers, which can enhance your promotional objectives by leveraging their audience.

Local businesses can also serve as valuable partners in a sales increase strategy . Collaborating with them can lead to cross-promotional opportunities, creating a win-win situation that expands both brands' reach.

• Identify influencers whose values align with your brand to ensure authenticity in your promotional message development.
• Engage in mutual promotions with local businesses to tap into their customer base and increase visibility.

How can you create compelling promotional messages?

Develop a unique value proposition that resonates with the audience.

Creating a compelling promotional message starts with establishing a unique value proposition (UVP). Your UVP should clearly articulate what sets your product or service apart from competitors in the marketplace. This is crucial for a successful promotion plan as it lays the foundation for all your marketing strategies.

To formulate a strong UVP, consider the following:

• Identify the primary benefits your product offers.
• Understand the specific needs and pain points of your target audience.
• Capitalize on what competitors may be lacking.

By aligning your UVP with the interests of your target audience, you create a promotional message that not only captures attention but also encourages engagement and conversion.

Employ persuasive language and storytelling techniques

Once you have a solid UVP, the next step is to craft your promotional messages using persuasive language and effective storytelling techniques. This approach not only informs but also engages your audience on an emotional level, making them more likely to relate to your brand.

Consider incorporating the following elements into your messaging:

• Use relatable scenarios or testimonials to illustrate how your product solves specific problems.
• Incorporate storytelling elements that create a narrative around your brand—this could be the history of your company, customer success stories, or the journey of your product development.
• Utilize persuasive language that evokes curiosity and urgency, prompting immediate action from your audience.
• Use active voice to make your messages more dynamic and engaging.
• Incorporate a strong call-to-action (CTA) that guides your audience on what to do next.

Ensure consistency in messaging across all channels

Consistency in messaging is vital for strengthening brand identity and enhancing brand awareness campaign effectiveness. Your promotional messages should remain uniform across different promotional channels , such as social media, email, and print ads. This helps establish trust and recognition among your audience.

To maintain messaging consistency, follow these guidelines:

• Develop a style guide that outlines the tone, voice, and key phrases to be used in all communications.
• Train your team on the importance of adhering to this guide when crafting promotional content.
• Regularly review your promotional materials to ensure alignment with your established messaging framework.

5 What is the timeline for implementing the promotion plan?

Establish a clear start and end date for the promotion.

Creating a well-defined timeline is crucial for any successful promotion plan . Start by establishing a clear start and end date for your promotional activities. This not only helps in setting expectations but also allows your team to allocate resources effectively. For instance, if you're launching a brand awareness campaign , specify the duration to maintain focus and momentum.

Break the timeline into phases for easier management

To enhance manageability, break down the promotion plan into distinct phases. This approach allows for better tracking and adaptation of your marketing strategy . Consider the following phases:

• Pre-launch Phase: This includes activities like market research, audience segmentation, and promotional message development.
• Launch Phase: Execute your promotional channels, such as social media and influencer partnerships, to reach your target audience.
• Post-launch Phase: Analyze feedback and make adjustments as necessary to improve effectiveness.
• Utilize project management tools to visualize each phase and keep track of deadlines.

Include milestones for tracking progress

Milestones are vital for measuring the effectiveness of your promotional objectives. Establish specific checkpoints within your timeline to evaluate progress and ensure you stay on track. Key milestones might include:

• Completion of market research and analysis.
• Launch of the promotional message across selected channels.
• Initial performance metrics after the first week of the campaign.
• Final evaluation of customer feedback and sales data.

By setting these milestones, you can effectively monitor the measurable outcomes in marketing , allowing for timely adjustments to your approach if necessary.

• Regularly review your milestones to adapt your strategy based on real-time data and feedback.

How will you measure the success of the promotion?

Define key performance indicators (kpis) relevant to the objectives.

To effectively measure the success of your promotion plan, it is crucial to define key performance indicators (KPIs) that align with your promotional objectives. KPIs serve as quantifiable metrics that can evaluate the effectiveness of your marketing strategy. Depending on your goals, consider the following KPIs:

• Sales revenue generated during the promotion period
• Percentage increase in brand awareness as measured by surveys
• Engagement rates on social media platforms
• Website traffic and conversion rates
• Customer acquisition cost

Establishing these measurable outcomes in marketing will allow you to assess the performance of your brand awareness campaign and sales increase strategy effectively.

Use analytics tools to track engagement and conversion rates

Utilizing marketing analytics tools is essential for tracking engagement and conversion rates throughout your promotional campaign. These tools can provide real-time data and insights, helping you to gauge the effectiveness of different promotional channels . Here are some tools worth considering:

• Google Analytics: For tracking website traffic, user behavior, and conversion rates.
• Social Media Analytics: Platforms like Facebook and Instagram offer insights into engagement metrics, such as likes, shares, and comments.
• Email Marketing Software: Tools such as Mailchimp can help monitor open rates and click-through rates for email campaigns.
• Customer Relationship Management (CRM) Systems: These tools can analyze customer interactions and retention rates.

By effectively leveraging these tools, you can gain a deeper understanding of your audience's behavior and the overall success of your promotion plan .

Gather feedback from customers through surveys or reviews

Another vital method for measuring the success of your promotional strategies is to gather customer feedback through surveys or reviews. This qualitative data can provide insights into customer satisfaction and areas for improvement. Consider implementing the following customer feedback tools:

• Online Surveys: Platforms like SurveyMonkey or Google Forms allow you to create customized surveys to gauge customer reactions.
• Social Media Polls: Use platforms like Instagram and Twitter to engage your audience and gather quick feedback on their experiences.
• Review Sites: Monitor reviews on platforms like Yelp or Google My Business to see how customers perceive your brand.

By actively seeking out customer opinions, you can ensure that your promotional messaging resonates with your target audience and adjust your strategies accordingly.

• Regularly review your KPIs and adjust your promotional tactics based on the data you collect.
• Combine quantitative data from analytics tools with qualitative insights from customer feedback for a comprehensive understanding of your promotion's performance.
• Consider segmenting your audience to tailor feedback requests and improve response rates.

What are the potential challenges and how can you address them?

Identify common pitfalls in promotion planning.

When developing a promotion plan , it’s crucial to recognize the common pitfalls that can derail your efforts. One of the most significant challenges is budget constraints in marketing . Without a well-defined budget, you risk overspending or underfunding essential components of your campaign, which can lead to inadequate reach or engagement.

Other frequent pitfalls include:

• Neglecting target audience analysis , which can result in messaging that doesn't resonate.
• Overlooking the importance of messaging consistency across various promotional channels .
• Failing to set realistic promotional objectives that can be measured effectively.

Develop contingency plans for unforeseen circumstances

Even the best-laid plans can go awry. Therefore, having a solid contingency planning for promotions is vital. This means preparing alternative strategies that can be implemented if your original plan encounters significant roadblocks, such as unexpected market shifts or negative customer feedback.

To develop effective contingency plans, consider the following steps:

• Identify potential risks that could impact your promotion, such as economic downturns or changes in consumer behavior.
• Create alternative messaging or promotional tactics that can be quickly deployed.
• Allocate a portion of your budget for emergency use, allowing flexibility to adapt when necessary.

Stay adaptable and open to revising strategies based on performance

In a dynamic marketing environment, the ability to adapt your sales increase strategy is crucial. Monitoring your campaign's performance through marketing analytics tools enables you to make informed decisions. If certain aspects of your promotion are underperforming, be prepared to pivot your strategy.

Here are some tips to ensure you remain adaptable:

• Regularly review customer feedback tools to gauge audience sentiment and adjust your messaging as needed.
• Conduct ongoing analysis of your competitor analysis strategies to stay ahead in the market.
• Utilize market research tools to identify emerging trends that may require a shift in your promotional approach.

By identifying potential challenges, developing robust contingency plans, and remaining adaptable, you can enhance the effectiveness of your promotion plan and achieve your marketing goals with greater confidence.

• Choosing a selection results in a full page refresh.