Promotion is much more than putting your name on a coffee mug or running an online ad program. Promotion is about increasing sales. Your organization may find that trade shows work best for you or perhaps a sponsorship is your best bet. Maybe you find that unaddressed mail drops still work for your kind of product or service. Or, dare we say it, a pen with your name on it. Whatever you are doing, though, you should know the expected outcomes of every promotion you do and how it will affect your sales and sales goals.