Using Promotional Marketing To Understand Consumer Behavior

Understanding Consumer Behavior

Imagine if you could just tell exactly what your consumers will do and when they’ll do it. Think of all the things your brand can do with that information. Things like sending more targeted outreach, offering more relevant suggestions, and sending the right message at the right time. As a marketer, understanding how and, more importantly, why your consumers make the decisions they make is critical to serving them. 

Consumer behavior evolves as quickly as consumers themselves. Influenced by a number of factors including pricing, brand loyalty, psychological factors, and so much more, keeping a beat on consumer behavior can be a full-time job. 

At Marketing Resources Inc., we have nearly 30 years of experience helping brands and agencies better understand and connect with their consumers. Our targeted promotional marketing campaigns and next-gen digital services offer the valuable consumer insights you need to better understand your consumer’s behavior. 

What is Consumer Behavior?

“Consumer behavior,” generally defined as the study of how and why consumers make the decisions they make, baffles and fascinates scientists and marketers alike. In general, it’s known that several key factors influence consumer behavior: 

  • Cultural
  • Psychological
  • Social
  • Personal

Consumer behavior influences every action your consumers or potential consumers take with your brand. It attempts to define how and why people engage with the products or services they engage with.

Understanding consumer behavior allows marketers to better serve their target audience, and thereby meet their goals. When you understand what your market wants, you can offer it to them with greater accuracy, increasing the likelihood they’ll convert. 

How to Use Promotional Marketing To Understand Consumer Behavior

Promotional marketing campaigns make for an exceptional way to better understand your consumer behavior. Whether you’re looking for basic demographic information like the age and gender of your target audience, or more granular information like consumer sentiment or expectations, there’s a digital promotion to help you find it. 

However, before you can begin and launch your campaign, you must first identify its objective. Just because you can solve any number of marketing problems with a targeted promotional marketing campaign, doesn’t mean you should take aim at all of them. Rather, focus on the most important obstacle to overcome and plan your campaign around that. 

In this case, our team of promotional marketers including Vice President of Client Strategy, Matt Early, share their expertise in how to use promotional marketing campaigns to better understand consumer behavior. Even further, we’ll tell you exactly how to use your new understanding of consumer behavior to improve your marketing efforts. 

Most promotional campaigns exchange value between consumers and brands (or agencies). Not to be too reductive, but, that’s what we do boiled down to its most basic explanation. But, of course, we’ll explain more. 

Promotional campaigns offer consumers something they value or want in exchange for something a brand values and wants. A sweepstakes campaign offers the chance to win some prize, usually in exchange for a consumer’s contact information. A contest typically exchanges a prize for some sort of information or content from consumers. 

Your consumers willingly share information about themselves with your brand, in exchange for something they want. As a marketer, you can leverage this exchange

Gaining Insight from A Sweepstakes

As mentioned above, a simple sweepstakes is usually the most basic of promotional campaigns. A quick exchange of info, usually contact information or basic demographics, consumers enter for the chance to win a prize or reward. 

However, your brand can use a sweepstakes entry as an opportunity to dive in and learn more about your target market’s behavior and motivations. Instead of asking basic questions and gathering basic information, your brand can collect valuable consumer insight right from your sweepstakes entry. 

For example, inquire about consumer motivations right in your sweepstakes entry form. Your brand can easily include a quick question or two regarding consumer behavior, while still offering a fast and seamless user experience. 

User-Generated Content to Learn About Consumers

Take things a step further with a promotional contest to unlock even more insights about your consumer behavior. 

Promotional contests are exceptional tools at generating content directly from your target market. Common examples of the types of content your brand can collect include:

  • Essays
  • Photos
  • Recipes
  • Much more. 

As you develop your promotional contest, consider ways in which you can construct your campaign to better understand consumer behavior. For example, if you choose to conduct an essay contest, select a prompt that will encourage participants to share their motivations with you. Ask them questions about why they engage with your brand, what they expect from your brand, or even what they hope to see from your brand. You can frame your promotional contest in a number of different ways to gain access to a number of different consumer insights

Promotional contests, in general, require a greater level of “consideration,” or effort from your participants. Because of this, participants tend to expect a greater value prize or reward. Use this expectation to your advantage and ask more valuable, thought-provoking questions. 

Our team of promotional marketing experts can help you identify the most effective way to learn more about your consumers’ behavior. 

Using Purchase Validation Methods to Tie Consumer Behavior to Your Campaigns

An effective purchase validation method connects actual consumer behavior (purchases, store check-ins, adding items to a cart) to a promotional campaign. There are several types of purchase validation methods, including physical and digital variations. But, all methods attempt to do the same general thing; associate consumer behavior and ROI with marketing efforts. 

With a solid method in place, you will always know exactly which marketing efforts triggered what consumer behavior. For example, if your digital promotion prompts consumers to scan their receipt post-purchase in order to win a prize, you can assume that consumers who scanned a receipt were adequately motivated to behave a certain way. 

When your brand is able to discern which promotional campaigns triggered which consumer behavior, you can be more targeted and provide more relevant offers. Take the guesswork out of connecting ROI to your campaigns and understanding your consumer behavior with an effective and targeted purchase validation method. 

Understand Your Brand’s Consumer Behavior With Marketing Resources Inc.

Clearly, your brand can employ any number of promotional campaigns and tactics to better understand consumer behavior. Between the information you gather, how you gather it, and the technologies your consumers use, promotional marketing campaigns offer unprecedented access to your brand’s consumer insights.

Make sure you ask the right questions and collect the right information for your brand with our team’s expertise and experience. With over 50 years of collective experience administering award-winning promotional campaigns, we know exactly what it takes to best understand and anticipate your consumer’s behavior. Contact us to launch your own campaign today.

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Systems and Network Administrator

About Us

Marketing Resources, Inc. is a leading promotional marketing agency that specializes in purpose-driven promotions. With over 25 years in the business, MRi helps brands Identify, Develop, Execute, and Analyze promotions and marketing projects that consumers love. We’re a team full of committed, passionate, solutions-driven, hands-on, and innovative individuals who collaborate to bring success to our client’s programs.


The System and Network Administrator plays a critical role on the MRi Digital team, and overall in the success of our company. They are responsible for the day-to-day administration and technical support of complex Linux servers, Virtual Infrastructure and Systems Management, and maintenance and support of end-user systems. You’ll be working closely with our teams on client projects and making sure our internal systems are updated and secure. 

Our ideal candidate will be proactive, have great organizational skills, not shy away from communication with our teams, think through and help solve different problems, and gain an understanding of our business to help our team achieve amazing results.

In this role, we’re looking for that person who does not accept average.

You will help us create the best digital, promotions, products, and campaigns to achieve our client’s marketing goals. MRi takes pride in our ability to constantly push the boundaries of development in the digital promotions space, and you will take an active role in working closely with our client services, business development, creative, and project management team to guide, develop, and deliver exceptional work for our clients and partners.

Our ideal candidate will be proactive, have great organizational skills, not shy away from communication with our teams, think through and help solve different problems, and gain an understanding of our business to help our team achieve amazing results.

Responsibilities May Include

  • Design, install, configure, upgrade, maintain, monitor, and tune performance of Linux-based servers and infrastructure, both internal and client-related promotions.
  • Provide support for problems and issues that come up from our clients, vendors, and internal teams.
  • Examine and audit various server logs and determine if any corrective action is required.
  • Review releases of new operating systems and evaluate the implementation in the enterprise.
  • Install, configure, and maintain server firewall and other security software.
  • Identify and provide technical resolution for potential security breaches, then establish and monitor security and apply appropriate fixes.
  • Implement and maintain technical solutions for disaster recovery and business continuity of enterprise and client systems.
  • Select the ideal server hardware for the company’s needs and administer physical server hardware, including repair and replacement of parts as necessary.
  • Monitor and maintain proper end-user system security by ensuring operating systems and software are up-to-date and applying patches as necessary.
  • Maintenance and support of all end-user service accounts including Office365, Google Workspace, hosted VoIP accounts.

The Essentials

  • 1-2 years of experience in Linux server administration in a small to midsize environment.
  • Bachelor’s degree or minimum 4 years of related work experience.
  • Able to effectively plan, deploy and administer Linux servers in an enterprise environment.
  • Strong familiarity with Linux OS, Windows, macOS, application, and hardware troubleshooting.
  • Familiarity with VMware ESXi and XenServer/XCP-NG, DigitalOcean, Amazon AWS, and Docker.
  • Networking and Storage – Familiarity with pfSense (*BSD pf) firewalls, Ubiquiti network gear, Synology NAS equipment, iSCSI, NFS, SMB, and AFP file protocols.  TCP/IP, UDP, and VLAN. configurations to manage networking and storage.  
  • Ability to compose thorough and clear documentation on routine tasks, standard operating procedures, and other documents beneficial to team members.

You’ll stand out if you have experience with

  • Debian-based Linux or Ubuntu operating systems, roles, services, concepts, security, permissions, middleware, and facilities required. (e.g. SMTP, NFS, SMB, iptables, LVM, LUKS).
  • Amazon AWS S3, EC2, and ElasticBeanstalk required.
  • Samba4 as an Active Directory Domain Controller, Administering Active Directory through. the use of GPOs and OUs.
  • Supporting Windows and macOS systems.
  • Scripting concepts and methods with competence in at least one relevant language (e.g. Bash, Python, Perl, etc.)
  • Internet clients/servers/protocols, including HTTPS, SSH, MTAs (e.g. Postfix).
  • An ability to explain complex technical processes in a more simplified version to team members, clients, and partners.
  • Experience with IT project management practices and techniques.
  • Strong written and oral communication skills.

The Perks

  • Medical insurance options
  • Dental insurance
  • 401(K) plan with company match
  • Flexible remote work policy
  • Paid sick days
  • Generous vacation and paid holidays

Interested in applying?

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