Promo Marketing Trends

Another creative printing idea I liked. As far as I understand, the guy in the picture just bought a book of detective stories by one of the most famous crime writers in Belgium.

With the help of a simple plastic bag, just like this one we have here, and a creative idea of what to print, these guys have reached more goals than one would expect from a simple promotional item. They got the whole city speaking about them, they got an increase in sales and last but not least they got websites and blogs all over the Internet praising them for how clever and creative they are are. Really nice one.

Your target market probably receives hundreds of freebies yearly. If you do not do your homework, your items could become inconsequential and even work against you.

People expect more

Lifestyles are changing, and so are promo items. The usual tumbler that multiplied sales for start-ups in the 1950’s just doesn’t cut it anymore – people want insulated, sturdier, nicer-looking drinkware. Consider your target’s tastes and requirements, and then you can safely invest in promo items that will never fail.

This was the lesson learned the hard way by one of our clients – a small software company. Before coming to rushIMPRINT, they hired a promo item peddler that let them spend money on rather shoddy-looking desk clocks that lasted only a few months. Their recipients ended up throwing the clocks away (and never bothered to just change the batteries). The company’s money – and reputation – went down the drain with their promotional items.

When they came to us, we advised them to give out computer bags instead. More expensive? Yes. But the bottom line more than makes up for the cost. The bags were used repeatedly by grateful, well-chosen recipients, the company’s reputation improved, and their sales skyrocketed.

Spend well

Do not be afraid to put money into promotional items. If executed well, they can be the most cost-efficient marketing campaigns you ever do for your business. But remember to research (or at least come to rushIMPRINT for sound advice). This way, you only invest in promotional products that effectively show your appreciation to customers, increase store traffic, increase response, generate sales leads, and even reward employee performance.

Last Monday I met with a new client – a representative of a local university. She was a very cheerful lady but had no marketing background, and was completely in the dark about what promo item to choose. At the top of her list were magnets – she wanted ‘refrigerator magnets’ with her university’s logo, and she wanted the enrollment and inquiry trunk line imprinted, too.

I could understand where she was coming from. Magnets are, after all, among the cheapest promo items, and at roughly $0.56 each, they fall right within her budget. But when I asked her what exactly she wishes to accomplish with these magnets, she answered, ‘to promote ourselves to high school seniors so that they would consider us for college.’

RED ALERT. The common mistake people make when choosing promo items is choosing in terms of price. The cheapest is not always the most effective. In this case, for example, the magnets will only stay in the student’s refrigerators at home (if it even makes it there), where they can sit idle with no promotional leverage. These magnets will fail miserably at spreading the word among other students.

I ended up talking get into buying rulers and pens instead.

For few more cents, she could really promote the school. Students can use their pens and rulers in class and tell their friends, “This school is where I’m going to for college.”

Now that is efficient promotion for less than $1 each.

- Josh

Whoever said that direct mailing is passé obviously hasn’t read the latest statistics. Direct mailing is still one of the best methods to target ‘best buyers’ and widen customer base. It’s so effective, in fact, that many businesses claim to have doubled their profits within just 1.5 years by using direct mailing.

But let’s face it – target consumers receive hundreds of direct mails everyday, and it can be pretty difficult to stand out. You can use colorful envelopes, emblazon them with catchy tag lines, but your mail can still go straight to the trash, unread.

How do you get your target’s attention? Give free stuff. Everybody loves free stuff. Throw in a promotional item or two and watch your target customers go from “I’ve never heard of that company before” to “Yes, I know that company,” and finally, to “We buy from them. They’re great!”

Choose the right promotional item to complement your direct mail carefully. Avoid ‘dormant’ items – they will likely get thrown out, too, together with your mail. Instead send something useful and practical. Ask yourself what you would use. A tasteful shirt, a nice CD case, golf balls, or even a handy tool kit should do the trick.

-Josh

Aspiring for a new identity is much easier than actually creating one. That is especially true for smaller businesses, I think. But when an unknown business name is seen alongside a well-established logo, the tides change. That is the miracle of branding.

This is we carry (and expand our line of) ‘branded’ promotional products, especially in apparel. Most of our clients know the advantages of simply being associated with a famous brand. They know the difference between putting your logo on this…

…and on just an ordinary shirt.

Aside from the ‘prestige’ of the brand, our clients also pay for the quality. After all, a shirt made of 60% cotton with hemmed bottoms and cuffs is more likely to last longer than the average shirt. Recipients are also likely to hold on to them longer. And in promo items, ‘shelf life’ is the key – the longer the item is used, the more the client’s name is advertised, and the higher the return of their investment.

- Jen