If you visit our blog with any regularity, you are familiar with the myriad of ways promotional product marketing can boost your brand. Promo products are cost-effective, long-lasting and proven to work. According to L.J. Market Research, 52% of promo recipients ultimately did business with that particular company.
However, we have also emphasized that the greatest ROI is contingent on companies effectively leveraging promotional products. Executing your promotional product marketing in a manner that ignores market research and best practices will chip away at your marketing budget without delivering the upswing in brand awareness you expect. To avoid issues, follow our guide on the promotional product marketing do’s and don’ts.
Crafting a well-designed promotional product takes time. You will need to discuss your vision with an Account Executive who will assist you in crafting a plan. They will suggest products, designs and modifications to personalize your product and target your audience for maximize impact. This isn’t a simple place-it-in-your-online-cart-and-checkout process.
Plan ahead and begin the process early so you are not rushing against a deadline to get your order placed. Start ordering your promos one quarter before they are needed to position your brand for success.
Do: Target a Buyer Persona
The key to successful promotional product marketing is targeting a specific audience. Cast too wide a net and your promos will likely be uninspiring. Think about the interests and lifestyle of your ideal customers, then build a specific campaign that will reach them.
For example, if you want to reach a youthful demographic with a love for the outdoors, a standard pen or hat won’t make as much of an impact as a folding chair with a carrying bag. Items like these deliver extraordinary value at prices you can afford.
Don’t: Create Barriers
For a high-value promotional item, you may implement a method of collecting contact information for attendees at a trade show. Choosing a process like this will go smoothly if you make the acquisition process as painless as possible. Set up a few tablets by the promo item so interested parties can fill out a form in a matter of seconds. If acquiring your promotional products is inconvenient, many potential conversions will simply walk away from your booth.
If you are creating a gift package for clients or contacts, find a way to incorporate the packaging into the promo to reduce unnecessary packaging. Sending a cooler or beach bag containing remaining promotional items will provide a theme for your promotional package and provide an item that has a track record of being used for many months to come.
Do: Contextualize Distribution
Before you order a shipment of 1,000 promotional products, ask yourself how you are distributing the items and what would make sense for your specific context. While your employees would appreciate a snug hoodie for the colder winter months, lugging hundreds of sweaters to a trade show is impractical (if not impossible).
Choose a promotional product that can be transported and distributed effectively. Trade shows are a perfect venue for smaller, high-value promos like a power bank or thermos. Think ahead to avoid common pitfalls of larger items.
Now that you are familiar with major pitfalls to avoid and best practices to follow, contact a HALO Account Executive to launch your promotional product marketing strategy. We’ll work with you to develop a strategy that works with your budget and hones in on the clients or customers you need most.