How to Effectively Use Promotional Products
Effective marketing strategies can mean the difference between a business that thrives and one that flounders. And in today’s globalized world many businesses focus the bulk of their energy on Internet marketing strategies. Of course the value of online marketing can’t be understated, but, then again, neither can the value of unconventional marketing strategies. One such marketing strategy is the use of promotional products. Time and again, the idea of giving various products as gifts to clients and employees has proven to bear lucrative fruit.
In the scope of marketing, the staying power of the message is just as important as getting that message out to the widest possible audience. With standard offline marketing methods, such as print media and television advertisements, the message is conveyed, but rarely retained. On the other hand, promotional products carry a company’s information. And whether this product is a coffee mug or ballpoint pen, the brand it carries is displayed as long as the product is. That means it has real staying power.
But there are ways to use promotional products to their full potential. Doing so will maximize returns and ensure the company’s brand leaves a lasting impression.
Define a Goal
It’s vitally important to figure out just how and where these promotional products will be used. Trade shows, for example, are great places to implement promotional products. There’s no better way to get the word out in a short amount of time than by handing a potential client a useful promotional item. If the goal is simply to increase sales with current clients, then promotional products can do that as well.
Target an Audience and Draft a Plan
In the world of promotional products, distribution is key, but knowing the target audience is even more important. There are near-limitless options for promotional products, and a gym bag may be more appropriate for one group than another. As for distribution, these subtleties are also important. For example, sending out promotional products in a pre-trade show mailer will likely be more effective than handing them out to each individual passerby during a show.
Take Placement into Account
A general rule of thumb when dealing with promotional products is to go with desktop items first. The logic behind this is simple: an item on a desk is not only a quick reference point for customers and clients, but it is also a long-lasting one. A simple mug or pen is oftentimes the most effective promotional product.
Move the Products Out the Door
There’s no point in ordering promotional products in bulk if they are just going to sit in a storage closet. Every single product that isn’t utilized will contribute to the company not getting its desired results. As soon as the items come in, the best thing to do is put them in the hands of each member of a sales team and instruct them to hand them out at every available opportunity – after meetings, at community events, etc. etc.
Create a Design Scheme
A promotional product wouldn’t be very effective without a company’s info printed on it. A sleek and attractive logo goes a long way to leaving a lasting impression in the mind of a client or customer. That being said, it’s important to create a logo that is consistent with any design scheme the company already possesses. For example, the logo or design printed on a promotional product should be consistent with any logo or design otherwise used by the company. This achieves a sense of consistency and is more likely to link both the company and the logo in the client’s mind.
The success of unconventional marketing strategies such as the use promotional products has proven to be very effective. No longer is a marketing plan exclusive to online content as well as print and media ads. If there’s one thing every marketing specialist knows, it’s that gaining every edge is crucial. Using promotional products as a marketing strategy is a great way to gain that edge.
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