“Marketing is a contest for people’s attention.“ – Seth Godin, American best-selling author
Every year, hundreds of businesses invest in promotional products to highlight their brand. While most people have no doubt about the effectiveness of giveaways as powerful marketing tools, there is a general uncertainty over how they should be used.
At Promo Direct, we receive a lot of calls requesting help on the right way to use giveaways. We have decided to dedicate an entire article to this topic. It doesn’t matter if you are buying promotional products for the first time or have utilized them for years – this article will definitely do your business a world of good!
Step 1: Plan well in advance
It is important to plan ahead for marketing campaigns that involve giveaways. Why not maintain a calendar of events to promote a brand or cause? For example, the 4th of July, Thanksgiving,
Halloween and Christmas are days you can associate your brand with. This will ensure recipients have fonder memories of your brand.
Step 2: Keep customers in mind while placing your order
We have noticed that most buyers simply go for flashy or inexpensive items without thinking how useful they would be for customers. As a first step, it is important to do a simple analysis of your target audience. What kind of products would they like to receive?
You could use paperweights or drinkware as corporate gifts. Remember to choose gifts your customers will find useful – this will ensure they remember your brand for a long time.
Step 3: How many items should you place in your order?
Buy the right amount of items for your brand – not too few and no excesses. We have noticed several buyers falling short of giveaways, especially when they are at tradeshows. This leads to a slightly embarrassing situation.
Step 4: Get your messaging right
What would you like to feature on the imprint area? Just your logo? Or a message? How about imprinting your address as well? The best thing to do is get in touch with the site you are planning to make your purchase from.
At Promo Direct, we help buyers with their messaging, providing them vital information on how their messaging will look on the products of their choice.
Step 5: Provide the right artwork
Share quality logos with the designer – this ensures that the final imprinted product looks great and is worthy to serve as ambassadors of your brand.
At Promo Direct, we receive a lot of low quality logos for imprint. Our team of designers works on them to create high quality artwork that’s good enough to be imprinted on your order.
Step 6: Determining the recipients
Who should you distribute these giveaways to? Let us get inspired by John Romero, the founder of id Software:
“In marketing I’ve seen only one strategy that can’t miss – and that is to market to your best customers first, your best prospects second and the rest of the world last.”
Step 7: Analyzing the impact
Distributing giveaways is just like any other marketing campaign. Analyze the investment made and the impact it had. Did your recipients like the gifts? Do you think they will prefer you over competition? Make sure the giveaways serve as the first step to cementing business relationships.
Have a glance through these 7 steps the next time you plan a marketing campaign. All the best!
Gary Taylr is a marketing consultant and works with the creative team at Promo Direct to boost sales. He is a regular participant in discussions related to business and marketing. He loves exchanging ideas and connecting with like-minded people. Gary can be followed on Google+ and Twitter.