Define your promotional objectives. What specific results do you hope to accomplish, and which promotional tools will be responsible? How will you use promotions to differentiate yourself from your competition? Remember that promotions cannot be directly tied with sales because there are too many other factors (competition, environment, price, distribution, product, customer service, company reputation, and so on) that affect sales. State specific objectives that can be tied directly to the result of promotional activities-for example, number of people redeeming a coupon, share of audience during a commercial, percent attitude change before and after a telemarketing campaign, or number of people calling a toll-free information hotline. Remember to have offline promotions drive online traffic.