Preparing a marketing and sales campaign can involve a dizzying number of moving parts. There are literally about 25 points to consider for each campaign. Do not let this number scare you. Planning and thinking strategically will help tremendously. In our industry, people think they should be using promotional products and branded apparel but are not sure how to effectively use them. This raises the question that most purchasing directors, marketing specialists and branding experts have asked, “I’ve purchased promotional products, what happens next?”
The blunt response to this question is that if you have already ordered these products and still have to ask this question then you are a little behind the eight ball. Promotional products, if created properly, should be a major part of any marketing/strategic planning session. Here are four highly important questions for you to ask yourself when considering creating promotional products or branded apparel to help enhance your marketing efforts:
Who is the target audience for this specific marketing/sales campaign?
What products are in demand by target audience that will ALSO represent your brand? (Amazing statistics to answer this question here)
How can we help people understand our message/advertisement through the use of promotional products and or branded apparel?
How are we going to measure/evaluate the success of the promotional products?
Using promotional products as a way to advertise to consumers is now the new “norm.” People love free “SWAG” and developing products that meet consumer needs, solve problems and are useful have proven to dramatically increase the number of impressions, engagements and overall bottom line sales.
In an article written by MP Mueller of the New York Times “Boss Blog” he shows why promotional products and branded apparel have an incredible way to connect with consumers and create an instant rise in brand credibility and value. Here is what he wrote:
Promotional products are, some say, the oldest form of advertising. American businesses spend $20 billion a year giving away stuff with logos, according to Jerry McLaughlin, president of Branders, one of the largest sellers of promotional products online. Which is pretty good evidence that it works. Mr. McLaughlin credits the effectiveness of promotional products to centuries old cultural norms around the rule of reciprocity. “If you give something, the recipient is honor bound to give something back,” he said. “In every language and culture, research has found there are really pejorative words for people who get and don’t give back. We humans are hard wired to respond if we get something.”
Integrating promotional products and branded apparel into any marketing campaign will help the campaign connect with consumers. Giving consumers a tangible, useful and relevant product that also reminds them of your brand is kind of a secret sauce to connecting with prospects and clients. Next time you find yourself asking, “I’ve purchased promo products, what happens next,” I recommend you remember the four questions posed above. Cheers to your future marketing campaigns.
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