Why promotional campaigns should be kept simple

Nick Deyong is managing director of ndlgroup, the leading prize "promotions":http://www.promotional-merchandise.org.uk company, which has been developing and running competitions for almost nine years for many agencies and clients including Virgin Radio, Nestle and Classic FM. Every day new promotional campaigns are launched. While many have simple and straightforward approaches and messages, there are campaigns out there that can and will confuse the customer. Whether this is intentional or not is anybody’s guess but I am very sceptical about "promotions":http://www.promotional-merchandise.org.uk that are bizarre but not clear. After all, creativity and originality are vital but, overriding all, I believe in the old adage – keep it simple if you want it to be successful. Promotions are a call-to-action and those exposed to them need to know three simple things – ‘what do you want me to do, how do I do it and what do I get if I do?’ Most people accept that ‘being marketed to’ is an everyday fact of life, but if it’s not relevant or they don’t understand it, they’ll lose interest immediately. Conveying a brand message is an essential ingredient of any promotion and, in my experience, most companies would rather communicate clearly and simply with the majority of their audience than reach just those who can understand a clever communication. Let’s not forget, promotions are about driving sales and making a brand message stick. There’s nothing worse that running a great "promotion":http://www.promotional-merchandise.org.uk but no one can remember the promoter. It is perfectly possible to be highly original and clever as well as clear.