Why and How to use Promotional Products in Your Marketing Strategy
Why and How to use Promotional Products in Your Marketing Strategy
In this digital era, businesses have multiple
options when it comes to planning marketing strategies. Online marketing
campaigns, social media, print and TV ads are often used as a channel to reach
out and engage with the customers, and in this quagmire, promotional
products seem to lost its sheen and often considered undervalued. However,
the reality is different than anticipated. Research has shown that with
powerful promotional merchandise, a customer can be influenced to remain loyal
to a brand and it has better efficiency than other forms of marketing. Here in
this article, we will explore why and how promotional products should be used
in your business’s marketing strategy.
The Why
1. The first reason for using promotional products
is that they have longevity and are quite useful to the customers or the
recipients. Most of the marketing methods focus on digital channels whereas promotional
merchandise can take your business to the real world. For example, branded
mugs can take your logo to offices and households. Studies have revealed
that many people keep these promotional items for quite a long time and it
results in increased brand awareness of the business among the people who are
using these products as well as the people around them. It forms a sort of
connection between the people and the brand. Other people who stumble upon
these items, get to know about the business and they might even try to purchase
the products and services of the business.
2. When it comes to receiving a free gift, it
leaves a lasting impression. People experience a certain emotion of pleasure
when they get something unexpected, and it leads to positivity that is
associated with the brand and the recipient. Research has shown that promotional
gifts make customers feel more appreciated by the brand than any other
mediums of marketing like online marketing or print. As a lot of such
merchandises are desk-based and useful items, like cheap personalized pens
and even key rings, it makes your brand closer to the targeted customers as
they use your branded items. This essentially means that your brand is always
at the forefront on the mind of the people whether consciously or
subconsciously. It increases the likelihood of purchase of your products or
services due to continuous reminder made by these items. It enables customer
loyalty too as they keep on appreciating your gift item and your consideration
for them which makes them continue with your business.
3. Marketing budget remains to be a key
consideration for any business. When it comes to choosing the promotional
products, it goes a long way to make great use of the money. Personalized
items are a great marketing tool for a limited budget. The cost to produce branded
products is considerable quite less than other forms of marketing and
advertising. They also have longevity as these products are often used by the
people and even passed on to others and can be used for a longer time regularly
rather than TV ads and online campaigns which get forgotten easily. Hence such
products provide you increased return on investment. As these products are
often kept and reused by the people, it decreases the requirement to produce
more and hence saves a lot of money of the business. Personalized gifts
are also quite easier and less costly to procure and creates a unique
connection between an individual and the business. Also, these promotional
items can compliment the existing forms of marketing like experimental
marketing campaigns and TV ads in order to create a greater impact on the
psyche of the customers and also raise the brand’s profile of your business in
the competitive marketplace.
4. When it comes to hearing promotional items, business
gifts are the most commonly used in the corporate such as USB, pens and
mugs which are often given at conferences and business events. There are a lot
of options for a business to choose right corporate gifts to offer your
business’s customers. There are great tech products such as power banks,
Bluetooth speakers, CD cases, which target techs-savvy customers. For
eco-conscious customers, there are pencils and recycled denim, as company
gifts. Promotional products provide
a great and powerful positive association between the customers and your
business. To select a promotional product, it is essential to be creative as
well as consider your business’s brand values and how they can be translated in
a meaningful and powerful way to the customers.
The How
1. Giving promotional items directly to the
customer is the best way to market your business. Promotional items like personalised
chocolate bars, t-shirts, bags etc. create a unique impression with
clients. Once they fall in love with your products, they become a voluntary
advocates and brand ambassadors of your brand. The return on investments is
huge when customers are willing to promote your products.
2. Using promotional items as a form of incentives
is another form of how to use such products to market your brand. It increases
your sales as it raises the morale of sales representatives. Whenever they meet
their set sales quota, you can give them promotional items like engraved
gifts such as customized jackets to motivate them. It serves as a sign that
they are vocal advocates of your business.
3. Giving out promotional products on social media
is another great way to hand out gift items. Social media followers of your
brand can become the promoters of your business. Many businesses organize
contests on their social media profile, and the winner is awarded with
company’s souvenir. It makes them remain interested in the company as well as
the products the business has to offer. It also helps in generating online word
of mouth and improves corporate branding as these social media followers
talk about their gift items from your business with their fellow connections.
4. Giving promotional items to employees is also a
great way of advertising the company. It instils a sense of connection between
the employees and the business. It is a great form of marketing which intrigues
the customers to know more about the business.
5. Distributing promotional gifts at public
relations events boosts your business’s image and reputation which are largely
influenced by the inherent attitude of your business to public relations. At
public relations events, you can distribute amazing gifts to create a memorable
impression on your audience. You can also use these products in your sponsored
events. It is a great way to appreciate your customers. You can give them as
gifts or as prizes to the customers for winning a competition.