Developing an Effective Promotional Products Marketing Strategy

Developing an Effective Promotional Products Marketing Strategy

There are three important aspects of developing an effective strategy to promote a brand using promotional products. In order to get the desired results, marketers must do their homework. First, they must determine the target audience as well as how and where does this group spend their time?  This is important information in order to maximize the effectiveness of the promo item and it’s great if the product can tie into the venue where the promotion is being conducted. Second, they’ll need to search for opportunities to get in front of the specific audience.  Once the right opportunities have been identified, the final step is to think about the message and make it memorable; a well-developed marketing strategy ties it all together to ensure the audience really understands the products and services offered.

Step 1: Identifying the target customer when determining promotional product campaigns is a pretty basic aspect of any marketing strategy, but before dismissing this concept as elementary, marketers should consider the specific message they would like promotional products to deliver.  Perhaps a particular product or service may resonate better with a specific group of customers.  The more specific a campaign becomes with regards to the particular product or service, the better marketers can target an audience with specific promotional products that correspond to the group.  As one example, if the target audience is gender specific, it’s important to research gender statistics. It’s been proven women are more likely to have bags, writing instruments and calendars, whereas men are more likely to own shirts and caps. This will also carry marketing dollars further, focusing on a specific audience will provide marketers with a qualitative rather than quantitative audience.  Consider spending the additional resources on follow up campaigns.  There are several theories behind the magic number needed to achieve effective frequency; however most experts can agree that the minimum number of times a customer needs to see a brand before truly acknowledging it is three, and clearly more is always better. Therefore, several follow up campaigns with the same audience should always be part of the overall strategy.

Step 2: Once the audience has been identified, consider where they spend their time and or what matters most to the target group in order to determine which promotional  product will resonate the most.  For example, if the marketing campaign takes place at local 5k charity walk or run, consider distributing a product that the target audience will need during the event.  Research shows that Sixty-nine percent of consumers would pick up a promotional product if they deemed it useful. As a result, not only will recipients be more responsive to the the brand, others at the event will also see the promotional product being used and seek it out; hence generating buzz about the brand.

Step 3: It’s important to let the audience know that some thought has been given to the message delivered in the promotional products received.  Countless articles appear daily online that cover the importance of a call to action or CTA. While a company name is always vital, a message that provides an effective call to action is equally important.  Tell the audience the service offered as well as how it can benefit them and finally give them an incentive to act.  This is the crown jewel of any marketing campaign! \