Giving freebies is not like throwing pennies in a fountain hoping for luck. If you want to maximize every drop of value from your marketing budget, advertising promotional products has to be exactly right every time. Some business owners I have seen believe that handing over a logoed pen is like turning on a “new customer’s sign.” Not very often is it so simple.
First, dig deeply. Really, who makes use of your offerings? Imagine not only your buyer but also See them. A reusable coffee cup with a lid has legs if you’re attempting to attract working professionals from the office; those people want convenience and caffeine. Teenagers’ audience Don’t squander money on workplace accessories; they would rather show off a unique sticker or eye-catching phone grip.
Allow me to discuss timing. Introducing a fresh product? Trade show imminent? Big events sponsored on your calendar? Look for times when your object will be remembered rather than merely enjoyed. At a summer festival, donate towels. Give insulated bottles in the winter. The setting takes your offering above the stack of forgettable junk.
We should not glide past excellence. Flimsy goods seem to reflect short-term thinking. Would you use that item every day, then? Does the pen really put more than one sentence on paper? If you distribute things that break by noon, you are telegraphing “cheap” with every throw in the trash. Although nobody enjoys running out of money, inexpensive goods erode brand confidence.
Branding should be loud rather than whispery. What good is it if the receivers need a microscope to find your logo? Front and center your message, but avoid covering every single inch. Though subtle, visible branding is distinctive and won’t make the object an advertising eyesore.
Numbers now speak to each other. 89% of buyers remember the marketer on a promotional good for at least two years. The Advertising Specialty Institute came onto that jewel. Invest a little more on a product people really use, and your cost-per- impression will be less than that of an advocate for low-performance standards. Thousands of free brand impressions if 500 conference attendees each leave your mug on their desk for nine months.
Distribution may either make or ruin campaign results. It is not strategic to toss a stack of things on a table and hope others find value. Goals. For those that speak with your sales representative, maybe keep luxury items behind the counter. Alternatively offer a QR code with every giveaway to guide recipients to your landing page.