Target Your Demographic When Marketing with Promo Items
Promo marketing is still a handy tool for the bag of sales and marketing tricks. Today, the choices of items available for branding are truly astounding and because of this, whatever your market sector, there is something just right for your business that can portray a positive message and be within your budget.
If you have worked in sales or marketing for any length of time you’ve already learned of the value of logo-imprinted wares (aka “swag”) to help close a sale. It still amazes me that with some customers a one- or three-dollar free gift can help convince them to spend hundreds or thousands of dollars on your products or services. Not that all customers are so easily bribed, but as an ROI, logoed giveaways are still a great marketing investment in the digital era.
Advantages of having promo items imprinted with your brand identity:
1. Customers always remember who gave them a freebie. Having your company name and brand (and contact info in some cases) imprinted on it is a constant reminder.
2. Swag can be cheap and inexpensive or of high quality and expensive; the latter being more suitable for premier gift-giving to the best clients or staff.
3. Logoed giveaways can support all other marketing efforts and campaigns, particularly with new brands or when rebranding.
4. Swag is an inexpensive form of marketing with a high ROI relatively, and perfect for start-ups and companies with smaller marketing budgets.
5. Big companies spend a fortune in logoed promo items. Do you need to wonder why? Branded giveaways help increase sales.
Like all marketing putting some thought behind a logoed giveaway is best. Don’t just copy whatever your competitor has yet be consistent for your market. Think about the people or businesses that would purchase your products or services. What could they use or be looking for that might even be unique? What could you give them that could be used daily or often so that your logo is in front of their eyes as much as possible?
On average a prospective customer needs to see your logo about five to ten times before she or he will actually respond by making contact or visiting a store or web site. A promo item or two with your logo and contact goes far in helping reach that number faster and inexpensively.
Choose Items Targeted to Your Demographic and Desired Response
Writing instruments are often an inexpensive and great idea but when was the last time you saw a millennial pick up a pen? If targeting that age group, a cell phone accessory would cost the same but would be a better choice. Your goal should be to give a prospect something she or he would appreciate, to elicit a positive response to your brand leading to a future sale. That is the desired response for most business marketing efforts if not all.
Pens or markers and other stationary items of all prices and quality are still great promo choices as these items are used both at home and at work and are often kept nearby in a pocket or handbag. Who doesn’t appreciate a pen when caught without one when writing by hand is required?
Personally, I’ve often used or recommended calendars. You’re almost assured the prospective client will see your logo all year long and again, it’s useful for home or work. Logoed calendars are commonly used by financial institutions and charities exactly for this reason. They are one of the best ways to keep your brand constantly in sight.
If you need to be more gift-minded for your promo item consider spending more for something that looks like luxury but is affordable. Wine kits, appliances, electronics and even furnishings may cost more per item but the minimum quantities for adding your logo are smaller. You may be able to afford to buy just ten sterling silver desk clocks suitable for a senior staff anniversary/retirement or as a luxurious gift for your very best clients.
Clothing is gold when it comes to logoed promo items for marketing. Many people love to wear their favourite brands or they may just like the quality of artwork, your message or design and are happy to wear your branded hat or shirt, especially if it’s free of charge. The added bonus is when worn out in public, your brand is paraded in public like a movable billboard. Many marketers go farther and create wearable art as their brand identity or for a fundraiser. The choices are nearly unlimited. If you, your kids or pets can wear it then it is likely available as a branded promo.
Marketing always works best when targeting your demographic. Whether you choose something for home or work, small or large, low cost or pricey, remember the promo item is a tool to attract your client to your brand. You want to generate a positive response to your brand or message so keep this in mind and avoid anything offensive or useless and ineffective which may potentially `turn-off“ a client.