Promotional Products are an Essential Ingredient of any Marketing Plan

As you may know, my creative marketing agency has been expanding our traditional advertising services and has formed partnerships with a small group of complimenting companies that are experts in their respective fields. Among these business relationships is a promotional products company. The owner, whom I refer to as our CIE (Corporate Identity Emperor) has always told me, ‘Theresa you are your best form of advertisement. Whenever you are out and about you should wear a nice shirt with your logo and you will be surprised how many people will stop you and ask ‘What’s Victory & Associates? ‘ Well, maybe the title of CIE is well earned and here is why….

Recently I was at a coffee shop with my Victory & Associates polo shirt on, checking my email when someone asked, ‘what do you do? ‘I see your shirt and laptop bag have promoting Victory & Associates and your tagline is ‘winning marketing solutions.’ I own a roofing company and was considering some advertising or maybe a vehicle wrap to promote my company when I’m out on jobs. Can you help me?’Wow, could I help him? We do it all, printed advertising, website, promotional products. ‘Yes, I could help him!’ The CIE was right! Branded promotional products do work…that is, if you have a marketing strategy.

Below is the framework for your promotional products program:  
1. Do extensive research on your target market. It’s never about you, and it’s always about them. Doing thorough market research is something that should be present not just in the promotional items strategy, but in all components of your integrated marketing strategy. This step is the very foundation of your campaign, and failing to do this effectively will most surely lead to ineffective results.

 
2. Evaluate and pick the best event where you can meet your target market. After your market research, you should have enough information to develop a segment for your target market based on their geographic, demographic, and psychographic classifications. You should then be able to find and utilize the best event that your market segment is most likely be attending or joining.

 
3. Choose and design the perfect promotional item to fit your market, event, and brand. Again, based on the segment you are targeting, you should then choose the appropriate promotional product that your target market will appreciate. Design also plays a big factor in the success of your campaign. Be sure to consult with a CCG (Chief Creative Godess) or a MD (Marketing Diva). If you don’t know one, I can make a referral: http://www.victoryandassoc.com/about_us.htm

4. Plan a distribution program for your promotional items during the event which should answer the following questions: 1) How can your target market find or get attracted to your location (booth) during the event? 2) How can you effectively distribute your corporate giveaway? 3)How can you deliver your message (sales pitch) or gather information from your target market (contact details) during the distribution process?

5. Create a system to organize all gathered info. This step is often overlooked since most believe that the success of the promotional item campaign is only measured by the success of the event itself. But in truth, this step will separate the weak from the strong marketing strategy. A solid system in organizing your gathered info will often determine the ROI of your efforts.

6. Call and follow-up on your gathered leads. After all, it’s all about them, not you (back to step #1)!

Posted on July 23rd, 2008 by admin
Filed under: Promotions