Marketing with Promotional Products: Questions to Ask
In a predominantly digital world there is a reason that promotional products have an enduring popularity. They work. We know this because our customers tell us they work and, as a result, we have a high customer retention rate. But what makes promotional products and gifts so popular?
- Promotional products represent something tangible in a virtual world. They can be touched, worn or used in a practical sense.
- They are available to everyone. Many promotional products have a low price point, especially when ordered in volume. This makes them a viable option for smaller organisations and individual fundraisers.
- They generate a good ROI.
- They increase brand awareness.
- They’re fun and create a buzz. People get excited about promotional gifts and, as a result, they talk about them and share them on social media.
- They create impact and generate interest and conversation.
- They complement marketing campaigns and help you to achieve your goals.
Before embarking on a new campaign which places promo products at the forefront, ask yourself the following questions. Working through this process will not only assist you to order the right products but it will help you to integrate them with your other marketing activities.
- Who are your customers? This is the place that all marketing activities should begin. If you don’t know who you’re marketing to, how will you know which products to focus on? If you have a large customer base then it might be beneficial to segment your customers and focus on one or two groups. This article provides more information on segmenting. Once you have a clear idea of who you’re aiming at it will be easier to determine which products to choose. For example, some items may appeal to a younger audience, while others may appeal to female end users, etc.
- What are you trying to achieve? Go back to your marketing strategy and be clear on what you want to achieve and what your goals are. If you haven’t gone through this process how will you determine whether the campaign is successful or not? Understanding your purpose and audience will underpin the whole campaign.
- How will you distribute the products? Distribution is an important consideration. Heavy or bulky items may impact on storage and your shipping rates. So think carefully about how you intend to deliver the items to the end user. Will they be handed to recipients directly or do you need to post them? Keep in mind any cost implications.
- What is your marketing budget? How will promotional products fit into your allocated budget? What is your likely ROI? If you don’t have a budget, this article will help you set one. Don’t forget to include distribution costs in your calculations. Fortunately promotional products are inexpensive when compared to other forms of promotion. They tend to be more cost effective the more you buy.
- What is your message? Some promotional products such as silicone wristbands or trolley tokens only have a small space on which to convey your message. Therefore, every word counts. Our article on crafting your message provides useful information. Of course, not all messages are conveyed by words. Colour, images and artwork can be extremely effective in conveying mood, sentiment and other information.
- Do you have a call to action? What do you want your recipients to do? Do you want them to sign up to a newsletter, visit a web page, buy a product, enquire about a service, ring a hotline number? If you have a call to action, make sure this is a clear and prominent.
- How will your promotional products fit in with your other campaigns? How will they complement your other activities? The most effective marketing campaigns are integrated. You will need to ensure consistency throughout and set out how each component will fit together to deliver your targets.
- How will you measure effectiveness? One of the most important elements of any campaign is determining how successful it was. This will provide you with essential data for your future marketing activities. When establishing your goals, determine exactly how you intend to monitor and measure successes.
Carrie Parkinson has been in the business of selling promotional products in the UK and USA for over 15 years. She has a vast network of customers and manufacturers and, over the years, has gathered significant data. Carrie can advise you on all aspects of selecting the right products for your business and how to customise them to maximise impact. Call her now on 01524 230 300 to kick start your next campaign.