Styling Your Silicone Wristbands
The success of silicone wristbands is indisputable. These versatile bands are adopted by many charities, organisations and businesses to further brand reach, raise funds, and support marketing activities. But when you place your order, how do you know how to style them and what message to add? This can be a challenge with a relatively small space on which to work.
There are four main elements of effective marketing with silicone wristbands:
- Monitoring and Measuring
When considering the purpose of the bands, it is useful to ask yourself the following questions:
What are you trying to convey?
What is the desired outcome?
What action do you want the users to take?
How will you know this marketing tactic has been successful?
As with any marketing campaign, it is helpful to set some objectives. Some general goals might be as follows:
- To raise x amount of funds
- To increase awareness of your business, charity, product, cause, service, website, hotline, etc.
- To persuade people to purchase your product/service
- To persuade people to call your hotline number, visit your website, join your mailing list
- To persuade people to make a donation
- To create a buzz
Your purpose may be one or several of the above. Or it may be something different entirely. What is important is that you’re clear on what you are looking to achieve as this will impact on the style and message. It is also vital to set out how you will measure whether you have achieved your objectives.
The second consideration is your audience. Who is your target market? For example, young teenage men are likely to respond to different branding than an older female audience, etc. When looking at audience, you need to be as specific as possible. For instance, if you’re aiming at an audience who are not active on social media sites, then it would be a waste to include a hashtag within your bands.
Always begin with what you know already. So look at your current customer/supporter base. Think about why they support or buy from you. What do you offer that they need? Look for common interests and characteristics. It may be that you have several different audience types and it is beneficial to segment them. Think in terms of gender, age, location, disposable income, education, family status, hobbies, lifestyle, attitudes, beliefs, values, etc.
It’s also important to carry out some competitor analysis. Who are your competitors targeting? If you don’t go through this process you may miss an opportunity.
If you’re selling a product or service, write out a list of your benefits. What value are you providing to your customer base? Be specific. Which customers will this be the most relevant to?
3. Styling Options
Once you have identified your purpose and audience, keeping these in mind, it’s time to look at the styling options. You will need to consider the following:
- Type of band
There are many different types of silicone wristbands, from low-cost printed bands to multi, wide, and speciality bands. Use the criteria, and your budget, to narrow down the choices. Other considerations include where the bands will be sold/distributed. As an example, bands sold in a nightclub or at night event, may benefit from the ability to glow in the dark. If you have a slightly longer message to convey or you wish your wristbands to be more prominent, then you may decide to select multi-bands or wider versions.
Longevity also plays an important role. If, for example, you’re raising awareness of a new product and at a one-day event, printed bands may be sufficient. Though they don’t last as long as some of the other bands, they would be adequate for short-term promotional use. If, however, you wish recipients to wear the bands repeatedly, you should consider embossed or debossed styles, which have a longer shelf-life.
Colour is another important consideration. Many companies opt for their brand or product colour to ensure consistency across their marketing. As charity bands are often identified by a colour, it is important to ensure your colours are unique and can be easily identified. Colour not only refers to the band colour but also to the artwork.
Artwork must be provided in a format acceptable to the supplier. It must be high-resolution and must be clear and visible when shrunk to fit the band size. Remember that you have a fairly small space for your image. Again, refer back to your purpose and audience when creating this.
If you intend to include text on the bands, think carefully about the following:
- Write concisely, including only your main points
- Be direct and use powerful vocabulary
- If website addresses are long, consider using a shortened version using Bitly or similar
- Think carefully about what you want the user to do next and consider adding a call to action
All style options must be consistent with and work alongside your other marketing activities. This will increase brand recognition and further awareness. Think about how to tie the bands in with other campaigns. For example, consider adding a hashtag if appropriate.
4. Monitor and Measure
As with any marketing campaign, it is important to monitor and measure your success. This will provide you with invaluable data for future marketing endeavours. Refer back to your initial objectives and identify whether your bands have been successful. You will need to establish how to do this prior to starting the campaign. Ideas include, qualifying all leads and enquiries, sending users to a specific web page and monitoring visitor numbers and engagement, monitoring use of hashtags, etc.
When it comes to styling and crafting your message for silicone wristbands, there is a lot to consider. Start with your purpose and audience and establish specific objectives. Figure out how you’re going to measure successes before you begin. This will provide you with the background data you need to build a creative and integrated campaign that will create a buzz and exceed targets.