An age old question…Which comes first, the chicken or the egg? No one seems to have a definitive answer.
The question to ask in promotional marketing is…Which comes first, strategy or product?
The good news is that in promotional marketing, the answer is clear.
One of the biggest mistakes made in promotional marketing is focusing on the product first.
Without products, promotional marketing does not work. Just like a carpenter is unable to build without his tools, they are the tools we use to attract attention, stand out, increase sales, and motivate action.
We all love to see our logo branded on items and are proud to pass this on to our clients and prospects. It is our symbol and our mark. We are eager to share it. Nothing wrong with that at all. However, what is overlooked is WHEN to buy the product. Searching on the internet for that perfect product you love before you know who your target audience is and what you want to achieve, can often lead to frustration and regret. This is because we shop with our emotions and not with our heads. This approach does not promote effectiveness.
When considering a product, it is not about what you think you would want. It is about what is appropriate. Making a purchase before identifying the right message and strategy, will waste time and money. It is alright to have product in mind. However, partnering with a professional to get a second opinion and feedback from someone who is able to look at your approach rationally, will make a tremendous difference.
The most beautifully imprinted products will not work if you do not have a consistent strategy in place.
Here are some important questions to consider:
-Who is your target audience?
-What is the message you want to communicate to them?
-What is your offer?
-What is your call to action?
-What is your distribution strategy? Will you mail them, hand them out at a trade show, include with packaging, hand deliver?
-How do you intend to follow up and how often? Will you call them, email, write, visit them in person? Will you reach out weekly, monthly, quarterly?
-Does your product match your message and brand image?
-What is your budget?
-How do you intend to measure the effectiveness of your campaign?
-Will you use a universal campaign or one that targets a specific group?
Selecting the right product happens after these important considerations are addressed, not before.
Many businesses just need branded apparel, notepads, pens, bags, etc. We can help by providing feedback on the best materials and options, that will fit your budget and promote your brand effectively. We also consider compliance to ensure that your products adhere to legal requirements. We know what to look for to ensure that you are getting exactly what you need.
Promotional product suppliers that promote products on their websites are focused on selling commodities, not solutions.