Before we start discussing the dos and don’ts of promotional product marketing, it is imperative to know the answers to two major questions. First, what is a promotional product? In literal terms, promotional products are articles of merchandise that are branded with a logo and are used in marketing and communication programmes. Promo products usually carry the name and address of the firm that distributes them so these items are called advertising novelties. This automatically leads to the second question: What is the purpose of promotional product marketing? Every business needs a strategy to reach out to a large number of people. Promotional product marketing is a cost-effective medium of reaching out to potential customers. Promo items can help in reducing the marketing budget while still attracting the attention of a large group of people.
Now that we are clear about the purpose of promotional product marketing, we can focus on the things we need to remember in order to execute a promotional product campaign successfully.
Focus on the goal of the campaign
You need to have a clear idea about the purpose of your campaign. Do you aim to reach out to new potential customers or do you want to keep in touch with your old clients? Once you are sure about the purpose, it becomes easier to formulate a plan and execute the campaign effectively.
Target Audience is Important
It is vital to understand your audience. A proper research should be carried out to get an idea about the likes and preferences of the target audience. You do not wish to waste money on promotional items that nobody wants so you need to give out products that have some functional value. For example, if you are targeting youngsters, you can give out tee-shirts or USB drives as promotional products.
Connect with your audience
Promotional product marketing is not only a cost effective means of reaching out to your audience but it also helps your clients to connect with your company or business. While offering promotional merchandise, you should try to ensure that the audience appreciates your gift. If people can remember the name of your company even after four months of receiving the product, your campaign is a hit. This type of connection creates a strong customer base and increases the loyalty of the customer towards your brand.
Learn from your experience
It is always a good idea to look back at your previous campaigns and analyse the strengths and weaknesses of your strategies carefully. Being aware of the mistakes that you made in the previous campaigns can help you in improving your current approach. For example, using generic items like pens or keychains as promo items might not have captured the attention of the audience in the past. This can give you new insights and ideas about the kind of products that can resonate with your target audience. So, follow the path that your experience lightens for you.
Keep the products ready
You should have a proper idea about the number of items you wish to order. Waiting till the last moment can prove to be a big mistake as you might not get many choices and options. Plus, you might to have to pay extra charges for express delivery. As these orders have to be customised to remain consistent with your brand, producing them can take a lot of time. So, it is always better to plan ahead in order to make sure that you get exactly what you want.
Everyone loves gifts. That is why your promotional items can work as your business card. So, use your card wisely.