We’ve no doubt that every business owner, at some point, will wonder about how things might go if they were to choose to put some free gifts out there for their customers as promotional advertising. And, so with this thought in mind, we have recently embarked on a bit of a marketing charm offensive. The good thing about this form of advertising, it tturns out, is that its actually relatively inexpensive. Of course. those little gifts and souvenirs cost money and we certainly weren’t about to give away any of our diamond jewelry!! But, the big question was how were we to know whether it would actually work or not? After all, putting money out like this could put you on an expressway to the poorhouse if you’re not careful.
Well, after a bit of research and some great advice from our friends at Ashgrove Trading we discovered that there are actually several things you need to make sure of before you embark on any promotional advertising campaign. Some of these are really simple rules, and others require a bit more getting used to.
A lot of businesses will actually, it turns out, according to their advice, get caught up in the promotional advertising thing when it’s time to place an order for stuff. They will go right ahead and order 3000 promotional mugs, for example with the company name emblazoned on them. Unfortunately, they don’t realize how much trouble it is giving them out to the right people so that the gifts will make a difference.
After they’ve finished handing 60 or 70 of them out, they get fed up. And the other 2930 mugs just sit there in some backroom in the company. One day, they’ll just hand them out to whoever will take them. Of course, as well as costing money, it actually cheapens the image of the company.
Before you put any money out on promotional merchandise, be very sure that you have a good estimate of how much you can hand out.
Businesses will often look at how promotional advertising suppliers boast in their advertising how they can ship your order to you in 48 hours or something like that. They completely believe in this and then drag their feet. In truth, the 48 hour turnaround is a rush job. They charge a lot of money for it. Give them three months or four months to do the job, and they will ask their factory in China to ship this order directly to you. That kind of planning can save you 50% off at least.
A lot of the time, serious mistakes are made in the choice of promotional advertising gift. Businesses will often give out mugs or T-shirts just because they feel like it. They don’t really put any thought into what people really like to receive.
They forget that just handing stuff out doesn’t win you any points at all. Give people what they really can use. That’s what wins points. People generally, can only use so many calendars or pens or other such.
Promotional advertising is like any other advertising. It will work best when you have a clear goal for what your gifts are going to achieve for you. For instance, if you have a booth at a trade show, and your handing out gifts to every visitor who comes and talks, you want to know what exactly you would like those visitors to think or feel about you company as they walk away. your gift needs to be capable of doing that.
Thanks to the guys at Ashgrove for this information. Our campaign is now underway so wish us well.