As part of this blog series, we will release our ‘top tips’ to give you some ideas on how, by repeatedly exposing your brand to your target audience and by delivering positive customer experiences, you earn their trust and loyalty (and that usually translates to more sales and long-term business!) In this post, our first tip focuses on planning and understanding your audience.
Did you know that 94% of people feel more aware of a brand after receiving a promotional merchandise item?
The best way to create strong brand awareness is by repeatedly exposing your brand message to your target audience – but you don’t have to spend thousands of pounds in order to boost exposure for your brand!
Research conducted by the British Promotional Research Association (BPMA) in 2012 and 2013, suggests that promotional merchandise is a cost-effective way of raising brand awareness – especially in a tough economic climate. The research also shows that spend on merchandise has increased in the past year, and this upward trend should continue given its ability to increase brand awareness, and more desirably, create loyalty amongst your customers and prospects.
So how do you go about building brand awareness to help your target audience become familiar with your products and services?
Tip #1: Planning and understanding is key to success!
•Promotional Merchandise is an effective brand awareness tool as it can bring relevance and longevity to promotional campaigns, by keeping your name in front of customers and prospects – but first you need to match the right products to your brand, and allow sufficient time to implement the campaign
•Set realistic timescales for developing your brand and generating awareness in your marketplace. By understanding your brand and what it stands for, you can plan promotional activity that reflects your core values and targets the right audience, in a practical and relevant way
Our Marketing Team give their low down on best practice…
“The potential return on investment for a promotional marketing campaign using merchandise can often be limited due to a lack of planning or setting unrealistic time-frames” said Hannah. “If promotional merchandise is used a last minute tactic – for example, a few days before a conference where you need ‘something with your logo on’ in a rush – this can increase production costs and limit room for creative thinking, and not align with your core message or proposition”
“Well thought-out, targeted promotional campaigns are part of the marketing mix at the earliest stage, and the best campaigns happen through collaboration between the client’s team and our experienced account managers, marketing, creative and production experts. Together, we’ll do our research; share our creative ideas and work together to ensure the proposed products are a strategic fit with our client’s brand; as well as being aesthetic, useful and cost effective,” added Rachael.
So – promotional merchandise needn’t be an after-thought, make it an essential part of your marketing mix from the start of planning your marketing campaign.
Watch this space for our next tip, on how to use ‘personalisation’ in your brand awareness campaigns to gain customer loyalty.
More about the blog authors:
Hannah is our marketing manager and CO3 expert, who loves all things online and project manages all of our CO3 website builds from concept to launch, working closely with the client and our web team. Rachael is our marketing communications manager, who loves creative writing, social media and all things branding. Together, they work closely with our internal teams including the account managers and creative/web team – and help to add input at various stages of a client’s campaign/project, in terms of strategy, insight and brand positioning – linking the client’s objectives with the creative output.
Find us on LinkedIn: Rachael Simpson | Hannah Potts
Need inspiration for your next marketing campaign?
If you want to discuss your branding and promotional merchandise requirements in more detail, please feel free to contact us and one of our friendly account managers would be happy to help and advise you on the best approach for your business.
Simply call 0870 7500 057 or email email@example.com
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