February 23, 2010
Have you said this… “I/We need a pen” or “I/We need a mug” or how about “I/We need a notepad…maybe sticky notes”. Now, you may very well like to have these for various reasons but there are so many questions to be answered before you invest in these promotional products….and how many!!
There are over 85,000 promotional products and all too often business executives are not working with a marketing consultant or promotions director when they are in the decision-making process. No matter what your budget is, there are products that will represent your business more specifically, will have “hang around” time, and will successfully meet your branding goals…..and not just because it is the color of your logo.
Even if it is a tradeshow and you want to spend $.30/piece, a pen is NOT the only answer. It could be if you are an accountant and you found a nice, smooth writing fine point or a real estate agent and it is a pen with several imprint areas or a corporate law attorney where many documents are signed. Well you get the picture. Questions to ask yourself:
- Where are you giving these out
- To whom are you giving them
- What value do you expect in return
- Did you look at this promotion from a marketing perspective
In this economy, it is tempting to eliminate name awareness opportunities. The dictionary says “…..tempt ~ draw into a foolish or wrong course of action“. Well no one I know is foolish and positive that with the correct guidance would not make a wrong decision. Consult with a marketing professional with promotions expertise so that you get the direction you need. A recommendation would be cut-back but don’t cut-out either marketing, PR or promotions…..have to add Social Media as well. By the way, I have a pen and a mug for retention and leave behind gifts…..very different than give-aways no matter what the event.
February 16, 2010
First there is marketing….
“… if the circus is coming to town and you paint a sign saying ‘Circus Coming to the Fairground Saturday’, that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed, that’s publicity. And if you get the mayor to laugh about it, that’s public relations.” If the town’s citizens go the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales.
Uncomplicated example of how marketing, advertising, promotions and public relations all work together. At a time when we are reviewing budgets, this is a good reminder to just cut-back don’t cut-out.
Strategize getting value in return.
Bring brand to the attention of potential and/or current customers
Keeps brand in the minds of customer which in turn stimulates demand
Helps public to understand company/product
What would you cut-out…..hopefully nothing!!