How To Use Promotional Products To Market Your Business
Promotional products are one of the oldest and most effective ways to advertise a business. Every year, U.S. businesses spend an average of $ 20 billion on promotional products, donating anything with logos such as clothing, writing instruments, bags, office supplies, calendars, glassware and more.
The success of promotional products is based on the idea of the age-old concept of reciprocity: if you give something, you will be honored to return the favor by giving something back. As such, businesses large and small have used promotional material as part of their marketing strategies. Even nonprofits and research institutes typically send potential donors personalized address labels or tote bags to boost response rates.
Some of the types of promotional products commonly used today include:
- Items recipients can wear such as t-shirts, caps, jackets
- Items that help recipients collect or transport items such as bags, notebooks, briefcases
- Items that help recipients plan their time such as calendars, desk diaries, watches
- Items to facilitate written communication, such as pens, pencils, markers
- Items that recipients can consume such as food gifts
- Items associated with digital communications such as computer mouse pads and USB sticks
- Items that improve the health and comfort of beneficiaries such as first aid kits
However, successful promotional campaigns do not happen by accident. To achieve the goals, promotional product programs must be carefully planned, taking into account the audience, the budget and, of course, the end result to be achieved.
Why use promotional products
Promotional products can be an effective tool to market your business. They can be used as advertising material, business giveaways, and incentives (or all of the above). More specifically, promotional products can be used to:
- To thank customers for their business
- Promote the company, product or service to prospects
- To provide a token of recognition for their loyalty or service to the company
- To motivate customers, prospects and even partners to carry out a particular task
- Recognize belonging to a group (ex. Valued contributor)
- To communicate a non-marketing message such as an appointment announcement
Numerous case studies document the effectiveness of promotional products. A study by the Promotional Products Association International titled “High End, Low End: Which Promotional Products Work Best” finds that for promotional products costing $ 25 or more:
“More than a quarter of those surveyed (27%) felt significantly more receptive to the company and its goal and 44% felt a little more receptive to the company and its goal.
Studies often show that promotional products can increase direct mail response rates by up to 75%. A fast-food restaurant’s $ 181 investment in promotional products resulted in an increase of more than $ 1,200 in food sales. If your small business needs financing to pay for the upfront costs of these promotions, see if a bank loan, car title loans, or even quick loans online could help you.
How to use promotional products
The most effective promotional products are used in a cohesive and well-planned campaign. To make sure your promotional products are effective, here are the keys to consider:
Define a specific goal.
Whether the goal is to increase traffic at a trade show or increase sales to current customers, the first step in any campaign is to clarify the goal of the program.
Determine a feasible distribution plan for a target audience.
The distribution of a promotional product is as important as the article itself. Research shows that a carefully executed distribution plan dramatically increases the effectiveness of promotional products. For example, a pre-show mailing to a select audience generates more trade show traffic and qualified leads than simply distributing items to passersby at the show.
Create a central theme.
Linking a recognizable logo and color to every aspect of a campaign, from promotional products to sales listings to product packaging, creates an instantly recognizable image. Choose products that help emphasize your marketing message and differentiate your business.
Develop a message to support the theme.
Supporting the theme of a campaign with a message helps solidify a company’s name, service or products in the minds of the target audience. For example, to promote its services to small businesses, a bank created the theme “Are you tired of being treated like a little fish?” and sent fish-related products to its prospects as well as promotional literature.
Select a promotional product that has a natural link with your business or your communication theme.
A good example is a company that developed a magical motif for its conference at Disney World. Participants received magic related products related to the theme “Discover Magic at DisneyR”.
Choose the products that your recipients will use.
Avoid trends or fads; as well as products that have a shorter shelf life. You want recipients to keep the products you send, not throw them away. According to a PPAI study, the factors that likely make promotional products attractive enough to be kept and used by recipients include:
- The usefulness of the article
- Item quality
- The attractiveness of the article
- The uniqueness of the article
- Knowledge or impression of the company or person who donated the item
Personalize the article. More than your company logo, recipients prefer to see their name on products. Whenever possible, make it the best of both worlds – print your logo on the product as well as the names of the recipients.
Use a qualified promotional product consultant.
A good promotional product consultant will help you answer all of these questions and offer you a variety of value-added services, including unique product ideas, creative distribution solutions, and insight into different printing methods, so you don’t have to. to name a few.