Marketing September 19, 2014

How to supercharge your brand with Promotional Products

Rockit! copyThis week, we’re on a mission as we join together in celebration of Promotional Products Week. Running from the 15-19th September, #PPWeek aims to raise the profile of promotional products and encourage their use amongst marketing folk to ensure they play a key role not just in the marketing mix; but as a key consideration in strategy development.

For those about to rock…we salute you!

Many marketing gurus will tell you that a good marketing campaign will use multiple channels to interact and communicate with its audience. But what you don’t often hear is that a great campaign that uses promotional merchandise can create amazing buzz and brand awareness – kicking some serious you-know-what when it comes to brand impact!

There’s an old saying that “the best things in life are free” (in fact, I’m pretty sure there was a song about it too!), and when it comes to promotional products, this saying could be no truer; as very few things can challenge the appeal of a “freebie”.

In fact, according to our friends at the British Promotional Merchandise Association (BPMA), their research tells us that promotional merchandise is being used now by marketers more than ever before, because in today’s tough economic climate, promotional products act as great incentives to target customers and create a longer lasting brand message. Promotional products also have the longest life span around the desk, with 88% of office workers having at least one promotional product on their desks at any one time.

The ‘S’ Factor

Well thought-out, targeted promotional campaigns are part of the marketing mix at the earliest stage when you’re developing your marketing plans and strategy: “In our experience, the best campaigns happen through collaboration between our 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”, says our Marketing Manager Hannah.

Give your brand a boost: benefits and top tips

Our MD Darren, knows a thing or two about promo products – after all, he’s been around a while (in the industry we mean!) Here are Darren’s top tips:

  • Darren’s top tip #1: “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”.
  • Darren’s top tip #2: 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”.

Promotional products in the digital age

You might wonder how tangible items such as promotional products can be used with “virtual” digital marketing campaigns. “The answer is simple”, says our marketing manager and digital pro, Hannah. “Brand your promotional items with your website address, Twitter handle, hashtag or even utilise augmented reality/image recognition apps linking to some dynamic content online such as a video or product demo – this is a great way to get people to interact with your brand online and strike up a conversation which may convert a prospect/lead into a viable customer.”

Hopefully you’ll see that promotional merchandise needn’t be an after-thought, you can make it an essential part of your marketing mix from the start of planning your marketing campaign.

What’s next

During #PPWeek you can expect some exciting blog/social media content from us, to show you how to make promotional products a valuable part of your marketing campaigns and create memorable brand experiences for your customers.

Enjoy, and feel free to ask us a question on Twitter @creativeempo using the hashtag #PPWeek

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