Marketing your business and reinforcing your Brand using Promotional Gift Items can be a cost effective means of advertising and promotion. Taking time to select the perfect promotional product and distributing it with effective communication is imperative if you want an exceptional return on your investment.
Branding is similar to what happens on the ranch and should be about differentiating your product or service from all the other competing products and services in the market place. What you need to achieve with your Promotional Gifts, Business Gifts, or Corporate Gifts is to create in the mind of your prospect that there is no other product or service quite like yours. Businesses these days are bombarded with all types of Promotional Items and Corporate Gifts that act as Marketing tools for the Brands and Companies they represent. If you want to ensure the Promotional Gifts you are sending out will enforce your Branding then before you start your should always think about what you prospects are going to think about your Branding when they receive a Corporate Gift or Promotional Items from your company. How often do you receive a promotional gift that has the WOW! Factor and make you automatically want you to find out more about them and ultimately do business with them? Will your promotional gift surprise and delight the recipients and drive them to action? Will a cheap mug or a pen capture the mind share of you targeted customers? They could do but only if the promotional gifts and the communication you send with them have the WOW! Factor. You should always strive to send something that will become part of their memory so when they require an XYZ Widget or an Acme Financial service they will automatically think about your Brand. Seems simple enough doesn’t it? It’s all too easy in this situation to fall back on lazy thinking, go online type in promotional gifts in the search box. Look at what’s on offer (most sites will offer very similar products at very similar price points) order 5,000 pens with your branding and hey presto job done! This is the worst thing you can do and a complete waste of money. This is not going to enhance your Brand and is more likely to have a negative effect on how people perceive your brand. You are not sending them anything of value so why should they support you? They are hardly likely to view your company as a forward thinking innovative organisation if that’s all you can do. A Brand cannot get into the mind unless it stands for something. So ask yourself this question; what does your Brand stand for and how can you use Promotional Gifts to reinforce this?
When selecting Promotional Gifts and Corporate Gifts you should ask yourself the following questions and consider these points in your marketing strategy.
Help: Could I send out corporate gifts that would help my targeted market in the day to day running of their business? We are not talking diaries here, we are talking about something that they are very unlikely to receive from other businesses in your industry something that will make their live easier.
Grab Attention: Could I send out Promotional Items that have the WOW! Factor and will absolutely grab the attention of the recipient?
Most Wanted: Have you ever seen a colleague receive a promotional gift and thought to yourself, I really want one of those? Create a demand for your promotional gifts. If your promotional gifts have the WOW! Factor people are likely to talk about them and show them to others creating a buzz about your Brand.
Satisfaction: Don’t deal with Promotional Gift companies that offer 10,000 products and deal in satisfaction. You should be looking for a company you can work closely with to produce an outstanding promotional gift item that has the WOW! Factor.
Put an Element of Fun into it: Make it memorable and quirky so it will be remembered, avoid the bog standard it will do nothing whatsoever to enhance your Brand.
Craft your communication: It is important to construct relevant, informative and engaging communication. The success of your campaign depends on it. If you can’t do it yourself find someone who can. We see instances of business spending thousands of pounds on Promotional Gifts and just posting them out with little regard to tailoring their content. Never ever underestimate the power of the written word.
Package the Promotion: You can use packaging to transform a mundane promotional gift into an exciting one. Think outside the box and work closely with your promotional gifts supplier. Brainstorm your ideas with work colleagues, friends and family members.
The Author Paul Lakeman has been involved in the Promotional Gift business for over 30 years and produces promotional teddy bear gifts. He is soon to launch http://www.wowpromotionalgifts.co.uk to provide a large range of promotional gifts with the WOW! factor.
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