With daily news updates about the credit crunch it is no surprise that you might be worried about the upcoming year and considering abandoning plans to use promotional items; instead looking to focus your marketing budget on other initiatives. However, before allocating your budget give some thought to the power of promotional items…
One of the Strongest Performing Marketing Tools
Promotional items are one of the strongest performing marketing tools, with a recent study showing that 84% of respondents recalled a company after receiving a promotional item from them. Part of the reason promotional items can be more effective is that they work in a slightly different way than TV or radio campaigns.
While TV may bombard us with information every advert break, many people are too busy making a cup of tea to notice. And when they make their tea, your customers could be using a promotional mug, branded with your name and logo, which promotes constantly…not just for a couple of minutes in between a program.
Better Market Segmentation
It is true that TV advertising can reach a lot more people, but this can also be a negative point. Many of the people who see your campaign may not be the people who would ever buy your products, or even consider them. This means that you are wasting some of your hard-earned budget on targeting completely the wrong people. Using promotional items puts the power in your hands, either to ensure that regular customers are sent a gift, or that you send a mailer containing a gift such as a pen to build recognition before your follow up calls.
Cost vs. Return
TV advertising is a very costly approach for any company to take – effective creative comes at a high cost and that’s without media buying. In contrast to this, buying and sending promotional gifts is extremely cost effective and targeted. In fact, if you are seen to be sending gifts to customers and potential customers while other companies are cutting back on this type of activity, it helps differentiate your business as a company who cares about its customers and rewards them for their loyalty. They will remember your name and feel special…rather than a one-way message delivered to everyone on a TV screen.
TV advertising is also short-term, you may only see a brand / brand message a handful of times. However, a promotional gift such as a pen or calculator will keep a company’s brand / brand message in front of someone constantly for a long period of time.
Put yourself in your customers’ shoes…would you prefer a generic message delivered over a mass medium (such as TV) or would you prefer a more personalized approach, such as a letter and gift?