Photo by steveleenowby Thomas Ajava
You are looking to crank up your marketing plan. There are many options, but few get as good a response as promotional product campaigns. That being said, things can go quickly askew if they are not done correctly. With this in mind, let’s take a look at the three keys to a successful campaign.
Let’s start off with the basics. What is a promotional campaign? It is a marketing effort that uses a free product or service to entice your pool of prospective customers or clients to take some action you desire. This action is usually not a direct purchase. Instead, it is often merely getting them to a store where a purchase might occur, gathering their information for later communication or some other option.
The first key to running a successful campaign is the product itself. You must offer something that is appropriate for your business and audience. Let’s assume you own a brake repair shop. Offering a free coffee mug to anyone that comes in for a brake inspection isn’t an appropriate product. It has nothing to do with your business theme and is of no enticement to your potential clients. Instead, you might consider offering a free brake inspection every 10,000 miles with an accompanying calendar they can use to keep track of their mileage.
The second key is to not just give away a product or service without getting your theme in front of them. What do most promotional products have on them? The name of the company. Great, but this hardly conveys anything. Instead, you want to include your marketing message. This should be a strong benefit statement like “A Free Brake Inspection Every 10,000 Miles!”.
The third key is to market to the correct audience. There is a temptation to try to market to everyone in the belief this will produce more sales. This is wrong. You must identify your target audience and market only to them. The more defined the audience is, the better the results.
Many businesses just plow into a marketing campaign without really thinking because they don’t know any other way to do it. Don’t make this mistake. Focus on these three keys and your campaign can be a success.