How to Market a Product: 6 Do’s and Don’ts of Promotional Product Marketing
Are you thinking about integrating promotional products into your next marketing campaign?
Marketing is the cornerstone of any successful business. If grounded in the right strategy, it can get the word out about your product and leverage overall sales.
Promotional product marketing, in particular, can boost your brand’s effectiveness by up to 44%.
Before you get started on bulk ordering some promotional products, however, it’s important to think carefully about your marketing strategy.
In this post, we look at the ‘dos’ and ‘don’ts’ of promotional product advertising. Read on for insight into how to market a product successfully!
1. Do: Address Your Market
The most effective marketing strategies have a target audience in mind. The more specific the target audience, the better.
You may be tempted to toss a whole bunch of promotional products at your current client base. However, crafting your products with segments of your market in mind is a far better solution.
For example, let’s say that you own an e-commerce store that caters to working professional women. It is possible to design promotional products with this generic in mind, such as travel mugs or jewelry holders.
Your efforts may be received better, however, if you design products with Atlanta-based working professional women between ages 21 and 35.
Even better, craft products with the millennial component of this market segment. These may emphasize technology more, for example, or incorporate sayings or taglines likely to resonate with a younger, mobile audience.
These individuals are likely to be more responsive to your efforts if they feel specifically addressed. Personalized marketing is, after all, the way of the future.
2. Do: Rely on the Right Company
It’s possible to purchase promotional bulk products from a variety of online retailers. You can design a business mug in seconds.
However, be cautious when choosing your branding company. Some are definitely better than others, and it is important to emphasize quality in product selection.
The cheaper a promotional product looks, the more likely the recipient is to toss it or overlook your brand.
Research companies wisely and well before making a purchase decision. Review client testimonials and reviews to ensure that you are choosing a high-quality service.
Opt for companies that offer comprehensive, customized services. These businesses are more likely to have the range of product quality that you are looking for.
It’s also possible to order sample products from select companies to test quality before purchasing.
3. Do: Make It Seamless
Promotional products should seamlessly integrate with existing marketing strategies. If they are chosen last-minute or implemented as a fun ‘add-on,’ customers will notice.
Plan all logistics before launching your promotional product marketing strategy. This involves figuring out how to distribute the products themselves to your customers.
Sometimes this means simply giving products to attendees at an event. If you are offering swag in an online giveaway, determine how you’ll account for shipping.
Ensure that the products you do provide match the relevance of the outreach. For example, useful items like pens and notepads are ideal for giving to customers at a trade show or conference. Hooded sweatshirts or beer holders may not be as appropriate.
Think about the incentives you can pair promotional product marketing with to encourage customer action. Such calls to action can encourage clients to do more than merely accept a free product.
4. Don’t: Be Average
Many business owners are tempted to purchase generic promotional products that are both cost-effective and easy to deliver. They sign up for bulk orders of pens, paperweights, and t-shirts.
However, being ‘average’ in the promotional product department is undervaluing the potential such products offer your marketing efforts. Don’t be shy to stand out from the crowd and create a unique, eye-catching product.
Often this means choosing products that fit your business’ niche.
Consider giving away candles, for example, if you are a spa owner. If you are marketing web design services, invest in mousepads or computer glasses.
Don’t underestimate the power of sayings and catchphrases, either. A customer is more likely to respond to a clever saying printed on a travel mug than a bland image of your logo.
5. Don’t: Be Hasty
The ease of ordering promotional products online makes it all too easy to be sloppy in your marketing efforts. However, ordering products too soon, before you’ve crafted a coherent marketing strategy, can ultimately be damaging.
Craft your strategy and overall aim before you go about ordering products. Confer with colleagues and your marketing team, if applicable, to ensure that you are selecting the best products.
Ensure that the promotional products supplement rather than overrule a marketing plan.
6. Don’t: Think Short-Term
A lot of marketers assume that promotional products are one-hit-wonders. They are the result of giveaways, for example, or a means of engaging with first-time clients.
However, thinking of these products a short-term solution to marketing is nearsighted. Viewing each product as a comprehensive marketing tool–that is, a longterm solution–is key to using them properly.
Consider using promotional products over the span of a customer’s journey with your company, rather than just at the beginning (or the end). Brainstorm ways that you can use swag to retain current customers.
How to Market a Product Successfully
Marketing is your means of letting customers know how awesome your service or product is. Using promotional products in your marketing strategy can make your brand more memorable and expand your customer base.
When it comes product marketing, address your target audience throughout every stage of promotional product implementation. Think long-term rather than short-term and invest in high-quality, authentic goods from a reputable branding company.
Take your time to ensure that promotional products fully leverage your marketing efforts. Figure out certain details ahead of time, such as how to deliver promotional products to clients.
All in all, promotional products should be used wisely within the scope of your marketing plan.
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