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Using Promo Products to Attract and Keep Customers
Keeping your name in front of customers
and prospects is critical to growing your
business-especially if you rely heavily on
word-of-mouth and referrals. You've got to
find ways to make it easy for people to remember
you and find you.
Newspaper
and magazine advertising is one option, but
often too expensive for small businesses to
do on an ongoing basis. Another way, which
is memorable and cost-effective, is through
the creative use of promotional products-items
given away free to your customers, prospects,
and referral sources.
Who
hasn't received a pen, key chain, or mug imprinted
with a company's name and phone number on
it? Maybe your company has even handed out
a few of these items.
But
do you know the true power of promotional
products and how to use them most effectively?
Consider
this recall rate data:
Banner
ads….27% Print & TV ads….53.5%
Promo Products……76.1%
The Power of Promotional Products
The
"staying power" of promotional
products is what makes the difference. Unlike
ads that can be overlooked, a good quality
promotional product is functional and used
for a very long time.
Imprinted
with your company name, logo, and phone
number, promotional products continue to
remind people of your business long after
they have been received. For example, a
calendar hanging on a wall and a mouse pad
sitting next to a computer keep your company
name and phone number ready and available
for customers when they need your products
or services.
The
following statistics and trend information
from the Promotional Products Association
International might surprise you:
- Mailing
a pen or other promotional product along
with a sales letter can increase the number
of prospects that call you back by as
much as 50 percent.
- Customers
who receive promotional products as gifts
are more likely to refer friends, colleagues,
and others to your company than those
who don't.
- Promotional
products can help increase repeat orders
from your customers by as much as 16 percent.
- Sending
a useful promotional product like a baseball
cap or t-shirt instead of a general thank
you note can enhance your customer's positive
feelings about you by as much as 25 percent.
- At
trade shows, promotional products can
increase awareness of and preference for
an exhibitor's products by as much as
70 percent.
Make Sure It's Useful
Besides
the ever-popular pens, key chains, and letter
openers, you can find a wide variety of
items that can be personalized and used
as promotional giveaways. Nowadays, everything
from luggage tags and golf tees to water
bottles and measuring tapes can be imprinted
with slogans, company names, and more.
What's
important, however, is to select something
that is useful and that your customers will
want to use again and again.
Consider
choosing an item related to your business.
For example, automotive companies may give
out key chains or travel mugs, lawn care
companies may pick sun visors, and contractors
may select mini screwdrivers and flashlights.
Whatever you decide, make sure the products
are of good quality and have meaning to
your audience.
Also,
don't be afraid to give different people
different items. For example, you may choose
to give a more expensive item, like a sweatshirt
or jacket, to your very best (or largest)
customers and a magnet or notepad to other
customers and referral sources. Everyone
will remember your company favorably and
you will maximize the use of your company's
promotional dollars.
Think of Creative Opportunities
While holidays present a prime time for
using promotional products, those given
at "unexpected" or "unusual"
times can often be the most effective and
memorable. The fact that you gave away an
interesting and useful item will stand out
in people's minds, instead of being forgotten
amidst all the holiday excess and clutter.
Try to pick a time that ties in with something
directly related to your business-like an
anniversary, open house, or the launch of
a new product or service.
Some other creative ways to use promotional
products include:
- To
reinforce early orders and early payments-for
instance, sending a pen to customers who
consistently pay once a bill arrives.
- To
thank customers for their business. For
example, bicycle dealers, may want to
give out free water bottles with the purchase
of every bicycle and auto repair shops
may include floor mats with every service
job.
- To
support community events, sport teams,
and educational programs. Instead of giving
money to your town's summer festival for
instance, try donating Frisbees imprinted
with your logo. Or donate balloons to
the high school graduation ceremonies
as a way of showing your company's pride
in students' accomplishments.
- To
recognize employees for their hard work
and length of service to your company
give them sweatshirts, jackets or t-shirts.
These are popular gifts for employees
on 5- or 10-year anniversaries. (Remember,
employees who feel good about your company
may do a better job with customers.)
Think
over your brand to see if there is a tie-in
you can make. The more you can relate the
item to the rest of your company, the more
powerful it becomes. For more information
on branding your business, look for other
NEBS
DELUXEPINPOINT
white papers such as "Understanding
your Brand and Positioning".
Many brands' logos were not designed with
promotional items in mind. Size and format
vary widely by product. Also, do you have
logo colour restrictions? For more information
on this look for NEBS
DELUXEPINPOINT
white papers such as "What colours
will work best with your Brand" and
"Top 5 Mistakes businesses make with
their Brand".
Used
creatively, promotional products can help
differentiate your company from the competition,
build relationships with current customers,
and attract new business. They can also
create feelings of goodwill and encourage
the word-of-mouth your company relies on
for new business.
Other
Articles:
Positioning
Funnel
Direct
Marketing: Start using Direct Mail to build
your Brand Identity
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