The success of your promotional product campaign hinges directly on how useful or entertaining the promo items are for your audience. That’s why it is essential to analyze your target demographic before purchasing promotional products. By seeking to better understand your audience, you can arm yourself with important information that will help to dramatically improve the impact and results of your promotional products.
Think about it – anyone who uses best promo products to market their brand wants these products to be used often, and used for a long time. If the product is simply discarded, it hasn’t done it’s job and was most likely a waste of money. So how can you ensure that your products see plenty of use and your logo or marketing message sees plenty of exposure? You need to make sure that your product is something that contributes value to the daily life of your customers and prospects.
The item can be useful, such as anti-bacterial hand sanitizer during flu season, or it can be entertaining, like a desktop puzzle for corporate employees. To find a product that is a good fit for your audience, you need to think about who they are, what they like to do, what their jobs entail, and what kind of lifestyle they have.
Let’s say you wanted to get the perfect promotional product to appeal to an athletic audience that loves spending time in the great outdoors. Would a promotional pen be a good idea? Probably not! While pens have been a best-selling in the promo industry for decades, they won’t provide you with the type of niche targeting you’re looking for. Instead, something like an eco-friendly water bottle would be a much better fit for this demographic. These people are generally going to be more eco-conscious, plus they’ll probably have a need for a water bottle they can take to sporting events, hiking trails, or on camping trips.
Analyzing your audience may seem like simple common sense, but way too many companies neglect this step and go for a “one size fits all” promotional product that simply doesn’t make a big impact. Forget pray-and-spray approaches – take some time to understand your audience, then pick promotional items that are a good fit for their needs and desires.
Market your business successfully using promotional products–pens, calendars, mugs, apparel, lighters , etc. imprinted with your company name and logo. At a price of $1-$3 a piece , promotional products may cost more than business cards and direct mail, but are remembered and kept by potential clients and people interested in ‘freebies’, and can build your business and increase your sales for several reasons:
They provide broad exposure and continued advertising without continued investments. For example, a beautiful desk calendar sent to your clients at the end of the year will ensure that your company will be visible throughout the coming year.
Branded apparel such as t-shirts and caps for employees build brand awareness whenever they are worn and provide a uniform, professional presentation of your company and event.
Creative, unconventional promotional products that are aptly used for the service or product you provide –such as capsule/pill shaped pens distributed by a pharmaceutical firm or a stress relieving squeeze ball distributed by a massage parlor or spa –make an impression with potential customers visiting your booth at a fair or convention and effectively convey the nature of business.
Using promotional items is a win-win situation. The target market gets something interesting or useful with the company’s logo or motto, and the company or cause attracts a new customer. The best promotional items entice and attract consumers to the brand and help build recognition in the marketplace.
Well designed promotional products, such as Speedo’s famous line of t-shirts and Nike apparel, may become so popular with your target market that they are willing to pay for your promotional product (not to mention your core product line–ie. swimwear for Speedo and footwear for Nike) and in essence, pay to advertise for you!