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If you are looking to amplify the product sales for your brand, it calls for a structured sales promotion campaign. Many businesses in the market are always looking forward to attracting their old and new customers in different ways to promote their products. At the same time increase profits for their business. From a customer’s point of view, it is about finding, analysing something new in the market and the benefits it brings them in the long run. Their ultimate aim is to feel satisfied with their purchase. There should be a value owned for their money. A brand can gain a lot when it is able to pull off a successful sales campaign. But there are many hiccups in the process and that’s when it fails.

First, let’s find out the Dos of running a successful sales promotion campaign. And then move on to the Don’ts which will be the crucial steps for implementing the campaign.


  • Set an objective for your sales promotion campaign. It could be a short or long term objective. You should be able to state, measure and analyze the goals set
  • It is important to know your target market. Ask this question to yourself.  Will the sales promotion appeal to the target group? Each group comes up with its unique behavioural action. Their needs and tastes are different from one another. Find out the right type of sales promotional campaign that suits your target audience
  • Work on the type of messaging, voice, offer content appeal, format and duration. Brainstorm with your team to extract a lot of ideas. You can execute it better if you have a solid plan in place
  • Examine and evaluate your promotional budget. The process involves knowing the cost breakdown,  expenditures and balances. Allocate the funds to determine the profit margin

While designing a sales promotional campaign for your brand, including a sense of scarcity as and when you know the time is right. This situation of urgency can increase the demand and value for your products.

The Dont’s:

  • Understand your customers. A lot of factors influence a buyer’s purchasing decision. There are many reasons behind their approval and disapproval of your product when they purchase. Do not include actions that will affect your plan in the future
  • There is an overload of information in the digital age. Your customers read many online reviews which may impact the sales. Do not assume that the influential message on the sales campaign will run on a smooth road.  Keep a sharp eye on customer feedback and the message that is being circulated on social media
  • Make sure that your campaign is not hard to follow. Include a simple set of an action plan with workable backup programs
  • Avoid stress and confusion. Find the loopholes from the current campaign and work on the solutions

Finally, evaluate the performance of your campaign – understand and summarize the key learnings. Find out whether your campaign met its objectives. Learn from the summary and use the information to design new campaigns in the future.

Abbott India Ltd

Challenge: Managing end-to-end incentive program for distributors efficiently.


  1. RewardPort registered addresses and email ids of all distributors by getting a form filled with their company seal & signature and digitizing it
  2. Created reward catalogue for 5 slabs with 4 gift options in each slab category
  3. Deployed an account manager and operations resource for timely MIS & escalation management
  4. Created a full-proof reward delivery system eliminating pilferage of gifts and theft/misuse by parties
  5. Created periodic schemes for retailers- free recharge on billing of Digene products

Program mechanics: We receive a data file from Abbott team with address and gift option details of the qualified distributors every month. Tangible gifts are dispatched directly on the addresses and e-vouchers are emailed on their registered email id.