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Wildly throwing beads to the masses is a great gimmick for Mardi Gras, but haphazard distribution of promotional products is never anything to celebrate! Making sure every dollar of your budget is wisely spent is more important than ever in these tough economic times. Here are a few guidelines when planning programs:
 Cover the basics. Think like a reporter and tell the audience Who you are, What you offer, When it’s available, Where they can find you and Why they should respond. Even clever products can fail to do their job if the advertiser’s imprint isn’t compelling or clear, leaving the recipient more irritated than intrigued. Include your phone number and/or URL on the imprint so that when literature is thrown away your contact info remains.
Reflect the organization’s values. If your sales pitch is about quality, the product you use to advertise your brand better also reflect that message. Don’t pinch a few pennies on an item that breaks within days. Imagine a tagline that touts “On Time, Every Time” only to be imprinted on a watch that stops running!
 Demonstrate creative forethought. Rather than give away random products to whoever wanders by at an event or happens to be on the age-old mailing list, narrow your approach. Define the best audience for your product or service and consider their age, gender, location and preferences. Then tailor your selection of promotional product -- your response rate will increase significantly.
Properly execute distribution. Even the best incentives or brand-builders won’t generate results if they aren’t delivered in a timely and appropriate manner. Is direct mail your choice of distribution? Would it be better if high school students passed out the promotion door-to-door? Perhaps mobile marketing is the right choice. Consider all the options.
 Measure results. “Fill out and return the bounce-back card for your free…” “Call for an appointment and I’ll hand-deliver your personalized pen, my compliments.” “Bring this coupon to our store and receive a gift-with-purchase.” These approaches encourage and allow you to measure response so you can pinpoint your return on investment.
After all, that’s what good promotion is really all about… putting a brand-builder in your best prospects’ hands, allowing you to grow and track ROI.
We're happy to discuss ways we can help you apply these proven promotional strategies to your business. Just call us or send us an e-mail. |
For an organization to reach its '09 goals – the promotional marketing team needs to be even smarter than last year. So here are a few questions to ask yourself:
