COOKING

HOW TO TARGET SPECIFIC AUDIENCES WITH SPECIFIC PROMOTIONAL PRODUCTS

  The old saying that when it comes to advertising, it’s more important to reach the people who count rather than count the people you reach is as meaningful for a million dollar strategy as it is for a low-cost promotion.  When it comes to strategy, it’s vital that the communications channels you’ve selected deliver your advertising message straight to your target audience.

And there are many different channels to consider – from mainstream print and electronic to social networking media like YouTube, MySpace and Twitter, direct marketing and speciality advertising ie promotional products.  Budget is generally a deciding factor when it comes to the marketing mix, but promotional products are a favourite among smaller entities with limited marketing budgets as well as multimillion dollar corporations as they have a long repeat exposure period.  Industry research points to high rates of reach and recall because the majority of people who receive promotional products will both keep and use practical gift items.

Audiences can ‘tune out’ of other forms of advertising, but not really from promotional products.  Just about everyone loves getting something for nothing.  The more useful the item or the more wearable (in the case of apparel), the more likely the recipient is to retain it and use it – thereby giving the advertiser’s message repeated exposure and leveraging the investment in the campaign.

There are many thousands of different speciality items on the market which can be branded with an advertiser’s message.   The range is vast and diverse, including items such as promotional polo shirts, leather products, sports equipment, cooler bags and binoculars to office products and homewares.   A reputable promotional products supplier will have expert advice on what product is best suited to a particular marketing objective, and will make practical recommendations in terms of budget, transfer of logos onto a particular product, production times etc.  Quality is another important aspect to be considered.  Whilst there are many products that provide excellent value for money eg fridge magnets, it’s always worth making sure that the quality of the message isn’t compromised by the quality of the chosen promotional item.  

These are some of the typical applications where promotional products are frequently used :

·         Promote a new branch or shop opening

·         To introduce a new service or new product

·         Reward or motivate sales team

·         Welcome new members or new clients

·         To facilitate business leads

·         Direct traffic to a stand at a tradeshow or fair

·         Tell customers where to find you

·         Invite people to attend a particular event

·         Open doors for sales consultants

For all of the above applications, there are a vast number of different items that would work.  But to avoid negative repercussions, it’s important to get it right first up.  First impressions count – and choosing the right promotional product is vital in making sure that that first impression makes an impact for the right reason.

The internet is the best place to search for promotional products and to get ideas, but always check the supplier’s reliability.  Established suppliers will have practical advice and should be able to make up a sample prior to any order being processed.  Whether you’ve chosen a humble fridge magnet to direct customers to your pizza parlour, or t-shirt printing Perth to celebrate the opening of a new store, the choice of promotional products to convey your message should be a good one

This much is true – “You can’t do today’s job with yesterday’s methods and be in business tomorrow”.

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