For any business, marketing and promotions are essential both to grow and to retain customers. As with any goal or objective, a promotion objective should specifically focus on one aspect of the promotional strategy. By having a collection of promotion objectives, a company is more likely to meet its goals.
The purpose of promotion objectives is to give a company clearly defined goals to meet through promotional activities. According to the Restaurant Resource Group website, a promotional objective should be set with the intent to attract new customers, increasing frequency from existing customers, increasing average guest expenditures and building larger parties of guests.
A promotional objective ideally expresses a goal in terms of numbers and within a flexible time frame. For example, a promotion should not merely have the goal of increasing business; the goal of increasing business by 10 per cent within a month of launching the promotion is more clear and gives all employees a solid idea of what must be accomplished. Objectives should always be realistic; meeting goals will encourage workers to set higher goals next time.
Promotion objectives focus on a variety of goal types. One is to build awareness of products, services and the company in general, as well as to generate more interest in the business. Objectives also help stimulate demand by encouraging customers to take advantage of a "limited time offer" and give the company their business at a time when they might not have otherwise. Another type of promotion objective is to reinforce company brand and strengthen the relationship between company and customer.
The website Marketing Teacher recommends going for a "promotional mix" when planning your promotional goals. This means targeting your goals with a wide variety of strategies, including personal selling, sales promotion, public relations, direct mail, trade fairs, advertising and sponsorship in order to reach different types of audiences and receive feedback.