Business Ideas

Getting noticed: Use promotional items as part of the marketing mix

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Regardless of the size of your company, you should always set your sights high. With the right creative advertising campaign you can not only consolidate your market share, but also attract even more customers and turn yourself into an industry leader.

There are a number of traditional methods open to firms looking to get ahead, such as print, TV and radio. However, companies should not be afraid to look beyond standard approaches when it comes to making a difference. Rather, by being innovative and unique, you should be able to create quite a stir.

The power of promotions

Research by 4imprint has found that promotional merchandise can deliver a higher return on investment than other forms of advertising. This demonstrates how useful the measure can be, as it is much more cost-effective than running print adverts or TV spots. Some statistics from the survey – such as the fact 87 per cent of people have kept a promotional item for more than one year – highlight just how useful they can be.

There are also compelling business reasons for using branded goods, as 79 per cent of consumers said they are more likely to make a purchase with a firm if they have received a product. Indeed, companies are recognising the power of such options – 69 per cent choose the method because they think it targets customers effectively. Moving forward, 83 per cent of senior marketers are planning to increase or maintain their budgets as they seek to create positive impressions around their brand.

When measured against TV, promotional products were found to outperform the medium in the number of referrals it created, purchase intent, the credibility of the message being offered and the positive attitude it creates towards the product.

Give away freebies

As the study discovered, consumers enjoy receiving free gifts and bear it in mind the next time they are making a purchase. This means all firms have to do is make sure they are distributing the right items. Promotional mugs will always go down well, as they are very practical. Indeed, office suppliers could get into the good graces of their clients by handing out mugs that carry their logo. Other options that are well received are pens, notepads and keyrings.

Run competitions

Running competitions is a great way for small businesses to interact with their target audience. By offering branded items as the main prize or something that accompanies it, companies can kill two birds with one stone. Not only will this boost customer loyalty, it is also a clever way to boost advertising – the ultimate aim for businesses. Competitions are also a very good way to generate engagement, especially if they are run on social media sites.

Combine promotions

By combining strategies, organisations can increase their reach. The research found a mixture of promotional items, TV and print offers brands the best opportunity to leave a positive image with customers. Some 45 per cent described a product as appealing when all three disciplines were used, while 52 per cent said they would recommend it. When it came to TV and print only, these figures dropped to 26 per cent and 34 per cent respectively.


Tags: business, TV