Promotional products, when utilized effectively are an extremely powerful and cost effective tool for building or enhancing any brand. While just about any use of a branded giveaway will generate a degree of value for an advertiser, there are some factors that should be considered to maximize the chances of any campaign involving promotional products succeeding.
1. Audience Appropriate Product- The most compelling marketing message in the world will be missed by the recipient if the item that bears that message is not appropriate for the person receiving it.
2. Effective Marketing Message- Too often it seems, promotional products convey only company names or logos without any strong benefit statement, positioning statement or call to action. A simple tag line beneath the logo usually doesn’t cost anything extra but it can have a dramatic effect on an entire campaign. Consider using one.
3. Targeted, Qualified Product Recipients- One of the big advantages of promotional products vs. other advertising mediums is that the marketer controls the distribution. By capitalizing on this, organizations can limit waste and make sure that every recipient of their message is a qualified prospect or customer. Therefore each promotion should be geared toward the individuals most likely to generate positive results.
4. The Right Time- They say timing is everything in life. That’s certainly true with marketing. Deliver the right message to a receptive audience when they’re ready to make a buying decision and you will be successful. Deliver the message too soon or too late and you won’t be nearly as effective.
I'm very particular about what I use for promotional products. The pens I give out are of exceptional quality and are refillable. Because of this, people hang onto them, and always have my contact. But, the reason I chose the quality pens was because I like to provide a quality product/service to my customer. The pen, as minor as it might seem, is still big in my opinion b/c of it's quality & that customers hang onto them.
ReplyDeleteLaura I always advise my clients that ANYTHING they hand out with their brand on it is an extension of their brand. My favorite definition of a brand is that it's what people say about you after you've left the room.
ReplyDeleteThat pen you handed out will help remind them of your brand long after you've given it to the recipient. If it stops working or falls apart after a week of use...believe me it's going to be remembered and your brand will be associated with what happened to the product. Conversely however, if you give them what turns out to be their favorite pen...chances are their opinion of your brand is going to be a very positive one.