We have all received a promotional product from some company or organization that we adopted and used regularly if not everyday. Think about that mug that you use everyday and that is sitting on your desk this moment, or the writing pad that you pull from your briefcase or backpack everyday. How many people have you come into contact that have seen that product, and read the message that it carries? How many others received that same promotional product and use it just as often as you? Hard to calculate the numbers right…but needless to say that message has been communicated far more than just the day on which you received it.
Selecting the right promotional product that will convey your organization's message and become the preferred product used daily by its recipient is of utmost importance to the success of your marketing strategy. So, picking those products based on 1) whatever appeals to you at the moment; 2) has been used in the past; 3) is cute; or 4) is our favorite color can be a costly decision. If we select promotional products with the image of "give-aways" in mind, then the recipient may well experience them as "throw-aways" of little or no value. But, selecting the promotional product that will be treasured and used is a great marketing tool and one that will ultimately provide success to your message.
The marketing landscape has made a fundamental shift in recent years from "above the line" focus on reaching broad populations to "below the line" communications with targeted and measurable results or what is called "return on investment." Marketing expenditures have shifted from traditional print and television advertising to direct mail and promotions. Promotional products have been found to be far more cost effective than traditional advertising when calculating return on investment.
We must create a total marketing strategy or plan. From there, we must strategize how best to get the attention of our audience, and then reinforce the message we are trying to communicate in multiple ways. We need to focus on the specific product that will enhance our overall program. Today's culture is filled with a multitude of messages that bombard each and every one of us. As marketers we must integrate physical, tangible promotional items into our communications strategies to get the attention and motivate our audience.
It is important to understand the difference between branding and marketing. Marketing is the method used to communicate how you want your company to be viewed by the public (its brand identity). Branding is the device that helps create that instant recognition of the company or organization. In order to create a recognizable brand and to successfully communicate its messages we must know and understand our audience. A winning message to one group might be received poorly by another.
One pitfall that marketers can experience is selecting promotional products solely on price, and not to place adequate importance on how much marketing mileage can be gained by selecting a product with high-perceived value and that will be used. Instead of looking for the cheapest items, we should survey all the products that meet our criteria based on the demographics and the message to be communicated. Then, choose the product that will deliver the most marketing mileage. For example, giving out a cheap jacket that nobody will ever wear can be a far bigger loss than spending a bit more on a jacket that everybody wears.
And, the equivalent is true for higher end or more costly promotional products. Just like their economical counterparts they should not be evaluated only on price-specific measurements. "High-end" should refer to the end result of what you want the recipient to experience in receiving the gift. The product should be measured by the lasting impression the recipient experiences and remembers. But, not to worry, there are thousands of promotional products from which to choose and many that can enhance the message you want to communicate in every price range.
To get started we must fully understand the purpose behind the campaign and the message that needs to be conveyed. Then, we must establish the demographics of the target audience and determine what will appeal to them and will be symbolic of the message. We need to keep in mind that the recipient is an active participant in the success of the message being communicated.
Another way to increase the likelihood of selecting the best promotional product for a campaign is to conduct a focus group or survey. Focus groups are ideal if you are unsure how to reach your intended audience and if you need to be educated on the likes/dislikes of that demographic. Focus groups usually consist of no more than ten people and are informal in nature. Surveys are preferred when you need opinions from a large group of respondents and when they are dispersed geographically. Surveys can be collected in person, online, or via telephone, fax or mail. In most cases it is best if they take less than ten minutes to complete and that the questions are simple and straightforward. With both focus groups and surveys, you must define a single, clear objective, and you must be very careful not to sway or lead responses.
In summary, our efforts to select the right promotional products should be focused on communicating our message and making a positive, lasting impression. Whatever the product turns out to be, the key is that it fits creatively within the overall communications plan, and that it helps people remember the message.
Sources:
Betsy Cummings, "Profit from Not-for-Profits", Counselor, February 2006, pages 127-130.
Cynthia T. Graham, "If Money's Tight, It's All Right", Promotional Marketing, July 2006, page10.
Cynthia T. Graham, "Marketing Made Easy", Promotional Marketing, July 2006, pages 84-85.
Glen Holbert, "Promoting Motivation", Counselor, July 2006, pages 66-68.
Lisa Leitch, "Measuring Return on Investment", Promotional Marketing, March 2006, page 98.
Jen Zorger, "How Smart Reps Are Educating Their Clients", Advantages, February 2006, pages 59, 101-103.
Nontraditional Advertising Column, "Out with the Old, In With Promo Products", Counselor, April 2006, page 38.