So you’re all excited about using a promotional product as a marketing tool! You’ve found the “perfect” pen/mug/t-shirt/key chain/whatever and can’t wait to give it away to all those people who will soon be doing business with you! It’s done, it’s out and there’s no uptick in business. It didn’t work and the money, time & energy were all just a waste.
It didn’t have to be that way, though.
Choosing an item out of a catalog, putting a logo and phone number/website on it and handing/mailing it out does not make a successful promotional campaign. Just because you love the item, doesn’t mean it’s the right item. Giving it away to thousands of people does not guarantee hundreds of sales.
Want to make a marketing campaign based on a promotional product work so that it is an investment rather than an expense? It takes some thought, research and creativity to get the job done.
The elements involved include:
- knowing who your target market is
- knowing what will appeal to your target market
- having a goal for the campaign
- make sure your campaign maintains your brand integrity and/or has a theme of its own
- having a call to action
- determining the best delivery method
- putting a follow-up program in place
- setting metrics so you can measure your ROI/ROO
These eight action items are some of the stepping stones to a successful promotional campaign. You can implement them yourself, or hire a promotional product consultant to work with you to create a program featuring an appropriate imprinted product and marketing collateral. Many consultants, like Lev Promotions (www.levpromotions.com) will provide their expertise at no additional charge, or for a nominal fee, as long as you don’t take the ideas and shop them out.