Promotional Strategy: When Channels Start Working Together

A few years ago, I was helping a food packaging supplier based in Richmond. They sold compostable takeout containers — clamshell boxes, salad bowls, clear lids — mainly to restaurants across Vancouver and Richmond.

The product quality was strong. Pricing was competitive. But growth had plateaued.

The owner’s first instinct was simple: “Let’s run more ads.”

But promotional strategy isn’t about running more of something. It’s about deciding which channels, for which audience, at which moment, with which message.

The Real Problem Was Visibility, Not Product

We mapped the buying journey of a typical restaurant owner in Vancouver.

They don’t casually browse packaging websites. They search when they’re:

• Opening a new location
• Switching suppliers
• Responding to new city composting regulations
• Looking to cut cost or improve branding

That insight changed everything.

Instead of shouting broadly, we focused on showing up at decision moments.

Channel 1: Google Search for High Intent

We launched targeted Google Search campaigns around terms like:
“compostable takeout containers Vancouver”
“eco friendly food packaging supplier BC”

The messaging wasn’t generic. It emphasized:

• Local delivery
• Compliance with Vancouver waste regulations
• Bulk pricing

These weren’t lifestyle ads. They were practical solutions.

Search wasn’t the loudest channel — but it captured buyers who were already looking.

Channel 2: LinkedIn Outreach for B2B

We realized many restaurant groups operate multiple locations. That meant decision-makers weren’t always chefs — they were operations managers.

So we tested LinkedIn outreach. Not spam. Real connection messages to restaurant group managers and food business owners in Surrey, Richmond, and Downtown Vancouver.

The conversation wasn’t about discounts. It was about supply reliability and sustainability positioning — something increasingly important in Vancouver’s dining culture.

LinkedIn didn’t bring instant sales, but it built long-term B2B relationships.

Channel 3: Email Nurture for Reorders

Restaurants reorder. That’s predictable.

We built segmented email flows:

• First-time buyer onboarding
• Reorder reminders
• Cross-sell suggestions (matching lids, branded stickers)
• Seasonal promos before busy summer patio season

Email wasn’t flashy, but it quietly increased repeat order frequency. The difference wasn’t volume — it was timing.

Channel 4: Local Industry Presence

We sponsored a small booth at a Vancouver restaurant expo. Instead of heavy brochures, we displayed real packaging samples and highlighted compost certifications.

In a city where sustainability carries weight, physical presence reinforced credibility.

Sometimes offline promotion strengthens online performance. After the expo, branded search volume increased. People had seen the name somewhere.

Channel 5: Retargeting for Hesitant Buyers

Website visitors who browsed bulk pricing but didn’t inquire were retargeted with simple display ads:
“Local. Compostable. Delivered Fast.”

Not aggressive discounts — reassurance.

Retargeting served as a reminder rather than persuasion.

The Tactic That Almost Wasted Budget

Initially, we considered Instagram ads targeting food lovers. It looked attractive visually — beautiful packaging with plated dishes.

But we paused.

Consumers don’t buy bulk packaging. Restaurants do.

Without strategic filtering, that channel would have burned budget while building irrelevant awareness.

That moment reinforced something important: promotional strategy isn’t about using every channel. It’s about choosing the right ones intentionally.

How It All Came Together

Individually, none of the channels felt revolutionary.

• Search captured active demand.
• LinkedIn built relationships.
• Email nurtured reorders.
• Events built trust.
• Retargeting reduced drop-offs.

But together, they created continuity.

The promotional strategy didn’t chase visibility. It built presence at different decision points.

The Result

Revenue didn’t spike overnight. But over six months, reorder frequency improved, acquisition costs stabilized, and bulk contracts increased.

More importantly, the brand stopped feeling random. It felt structured.

What Promotional Strategy Really Means

Promotional strategy isn’t about choosing between ads, email, or events.

It’s about understanding:

• Who you’re targeting
• When they’re most receptive
• What problem they’re solving
• Where they naturally look for solutions

In a city like Vancouver — where sustainability, local identity, and operational efficiency matter — channels must reflect context.

Promotion without strategy is noise.
Promotion with structure becomes momentum.

And in competitive B2B environments like food packaging, momentum beats volume every time.