So you want to promote your brand by using promotional products, right? An excellent choice – do you want to know why? Because it works. Using promotional products to promote your brand is one of the time-honored traditions of a marketer.
Determine Your Budget
Your first order of business is your budget. Your budget will dictate what you can purchase. There are promotional products that run under two dollars a piece, and there are those that run at $50 a pop. While you do want to remain within the limits of your budget, you also want to get the nicest products available.
Who Is Your Audience? How big is it?
After determining your budget, we need to take a look at your audience. Are we using your promotional products to simply spread your brand name? If we are, then something as simple as a pen might do the trick. However, if you’re running a contest within your company and you know you have 50 participants, you can divide your budget figure by the number participants to come up with a figure that will tell you your budget per piece. You see, promo products are also used internally within companies. Employees love getting free stuff, and what better way to instill a sense of loyalty than to give away products with your logo on them?
Cater your product to your audience. It’s not just about budget. It’s also about interest and personality.
Plan Campaigns in Advance
Planning campaigns in advance keep you from running around like a chicken with its head cut off at the last minute trying to scramble last-minute details together. Not only will you be able to make your purchases with confidence, but you will also be giving yourself time to plan for things like shipping delays.
There’s several do’s and don’ts that you need to keep in mind to run a successful campaign. Following these tips will help you meet the ultimate goal of running a campaign. You will be able to make your campaign memorable, friendly and positive.
Make It Suit Your Audience
Make the product suit your audience. For example, if you know that your audience comprises mainly of women, purchase products that cater to that audience such as handbags, purses or even sunglasses. Likewise, if you know that your audience is made up mostly of men, you can get things like electronic gadgets or even shirts. You don’t have to pick a category like gender to have your product make an impact. If your audience is your IT department, you can cater your product decision to something relevant to them like Dr. Who or Star Wars – take a page from pop culture.
Make It Useful
Make sure you choose a useful product. You don’t want to give a pair of sunglasses out the people who work overnight in the freezer department. Likewise, it might be hazardous to give a pair of thermal gloves to people who work outside in warm environments year-round. You may be thinking of something like a small 6-inch ruler with your brand on it. However, if you’re handing these out to your fleet drivers, they may never use it. Make sure you choose something that your audience will use. If I had a team of fleet drivers who were on the road all the time, I would think of something such as those little clips for sunglasses that you put on vehicle visors.
Make It Brand Relevant
Make your product selection brand-relevant. If your company promotes vehicle safety, would you want to hand out bottle openers? Can you imagine how disastrous it would be if your business improved child safety products and you handed out pocket knives with the company’s logo on it? You want the product to add to the company’s image, not take away from it. An excellent example I saw recently was when a diaper bag company included a free baby bottle with the purchase of a diaper bag. The baby bottle had the company’s logo on it. It was relevant, useful and successfully promoted the brand.
Here’s a small list of things you should not do when you’re planning your campaign.
Forget about Quality
Do not forgo quality. There is a phrase that says you get what you pay for, but that’s not always true. You can get products of high quality and still stay within your budget. Let’s say you chose to put your logo on a bunch of low-quality pens. By choosing pens that don’t have a good grip or ones where the ink consistently runs dry, do you really think people are going to use them? If you want people to look at the pen that they are using and see your logo, then your pen has to be able to function as a quality pen. It doesn’t have to be a $300 hand-lacquered pen with laser engraving. It just has to function as a pen.
Personalize Your Products
This is where it can get tricky. Although you’ll want to cater to your audience, you don’t want to personalize your products too much. Keep it general and likable and you’ll have a campaign that is memorable and adds to your overall image.