A large part of advertising involves racking one’s brains to come up with materials that will promote a particular brand, business, or company. There are different kinds of advertising through digital and print media, and then there’s promotional merchandising to help any business owner create a positive impression on consumer and would-be customers. And since promotional products can deliver a better cost per impression compared to other types of media advertising, it’s no wonder that new and even established businesses spend a significant amount of time and money to come up with the perfect item that can boost their sales. But with many a typical promo items given away, how should you go about with your advertising plan?
Four-Way Promotional Items
When we give away items, it’s obvious and nevertheless important to take into consideration our target recipients and the kind of environment they are working in the day in day out. If you’re marketing to business people and employees in corporations, it makes sense to give them something they can and will likely use in the office. If your niche market is families, then merchandise they can use at home will work just fine. Matching your giveaways with the interests of a target audience is essential and almost imperative so your promo items will serve their purpose in the first place.
Convey it Like Hermes
Another crucial objective is to deliver your brand’s message and to differentiate it from the many other competitors you have. One particular promotional item from a pest control company didn’t serve any purpose other than to let people know of the services they offer, straight to the point. And did they make an impact by slipping fake cockroaches under the doors of families living in the neighborhood! Written on these fake roaches’ bellies were the company's contact details and the words “See how easy it is to get into your house?”
Make it Last for more than Just One Night
Although it’s always great to make an impression with the item and message you’re delivering, promo items also work well when they last longer than the period it takes for people to throw away such objects. Things like plastic water bottles won’t last long enough for people to remember your product significantly. To make them last longer, the following element, which promotional items must have, can do just that.
It’s Business, Make it Personal
Some people would say investing on emotions will help you build a stronger connection with your customers. But how will everyday promotional objects stir your clients’ emotions? One surefire way to do this is to turn mundane items into keepsakes that people would rather hold onto instead of merely letting them pile up in the corner of their rooms. An awesome way to make memorabilia out of these objects is to make use of photography to capture moments that consumers can relate to at a personal level. A more personal approach will help people find a connection with your business. When promo items turn into memorabilia with pieces of moments printed on them that customers care about, then there’s a big chance they’d find your business more appealing, and they will become proactive when it comes to engaging with you.
Photos on Promos
Integrating photography and promotional advertising has been a practice time and again by advertisers, business owners, and marketers. Most, if not all, print ads make use of images that best capture and convey the messages companies want consumers to know. So what makes the use of photography on promotional items any different from those previously done by advertisers?
As mentioned earlier, it’s the memories that can make a huge difference. You are creating memoirs with your clients as you build strong relationships with them. Now to use pieces of memories on your promotional items is an easy way of sharing with other people what you have already built with your clients and employees too. If you already have a collection of photos from your previous events, you can opt to have them printed on basic giveaway items like fridge magnets, cards, mugs, tags, drink coasters, and whatnots. These photographs may serve as a testament to the kind of values you hold dear in your company.
You can take and print as many pictures as you’d need to capture and frame memories people would want to keep. This photo sharing through the distribution of free merchandise takes promotion a step further than the usual name game of promo items. Instead of merely promoting your services and products, promotional articles that make use of photographs allow you to create memorable moments and build reliable connections between you and your clients. People appreciate the thoughtfulness of receiving promotional items; we see these as gifts no matter how ordinary they may be. Now, there is nothing stronger than having customers and clients relate well to your business when they receive items that help them build stronger affinity. With shared memories, your promotional items can go a long way.
Earl Jonathan Tech is the founder of PrintMeister, one of the newest online companies offering printing services that include basic printing to personalised compliment slips. His work focuses mainly on marketing and merchandising, but he writes on his spare time.