Using promotional products as a marketing strategy is becoming more and more popular. And why not? Strategic promotional products are more cost-effective than most forms of advertising according to the Advertising Specialty Institute. Plus, 65% of marketer’s call them always or mostly effective as an advertising medium, says Promotional Products Association International.
When it comes down to it, people like receiving things for free and are happy to use and promote brands that hand out the occasional freebie. However, it can be hard to figure out the best way to use promotional products considering promotional marketing is moving from the simple to the sophisticated.
Not to say there isn’t a place in it to distribute pens or calendars, which is effective if your objective is to have your name and number handy for future reference.
But if you expect a promotional product to do more for you, such as generate leads or gain referrals, you’ll have to focus on your target audience, identify their needs, and match their interests with a product and appeal that truly captures their attention.
Cliff Quicksell, a leading expert in promotional marketing strategy explains there is now a greater expectation that promotional items will promote an intended action.
“For example, a podiatric surgeon wanted to increase referrals from nearby pediatricians. She determined that pediatricians needed to gain confidence before making recommendations,” Cliffsell explained. “So out went the old strategy of passing out coffee cups and in came a new plan to drop off small teddy bears. They featured actual plaster leg casts signed by the surgeon and her mobile number with a hang tag with the message, “We treat your patients with the same care as you.” Referrals soared by 46%!”
Just as important to implementing your targeted campaign is measuring its performance. Through this, you can evaluate what works and what doesn’t. Then, you can move away from what’s ineffective, tweak what’s promising or extend your successful campaign to a broader target market.
Need help finding the right strategic promotional products for your brand? Call us. We can help.