By Dean Schwartz (SWAG Master): The business world never sits still. These words have never been truer, “if you’re not moving forward…you begin to move backward.” In particular, the world of marketing and advertising moves at a blistering pace, and it can be difficult to keep up. Implementing long-lasting marketing strategies can seem like an exercise in futility.
Thankfully, promotional merchandise continues to be one of the most powerful and effective marketing tools available. How is that possible? Technology and communications channels change all the time, but what has remained unchanged is the fact that people like getting “stuff”. But not just any stuff. Promotional items end up in the garbage all the time, and that is not where you want your brand. Follow these 3 tips when implementing your promotional marketing strategies and you will be sure to avoid the trash can.
3 Tips to Boost Your Promotional Marketing Strategies
Context is king. Your promotional items don’t live in a world by themselves. Any strategy you implement or item you give away lives in the world and culture in which it is released. It is important to keep a pulse on what is going on with your target audiences and the broader culture because cultures shift over time. What may have been viewed as harmless in years past may no longer be viewed as acceptable.
Consider the latest Nike campaign with Colin Kaepernick. Nike took the current culture into consideration, and they made a bet their audience would react more favorably than not to their controversial ad. While there was some backlash, overall, the Nike campaign has been considered a success for the company. Your products and strategies don’t have to be so controversial, but they do need to carefully consider the current landscape of your audience. It will help provoke and catalyze the positive reactions you are looking for.
Timing and context are closely related but different. Context looks at the overall landscape of your audience and culture, while timing relates to short-term opportunities to capitalize on a popular event. For example, sporting events are a great time to come out with related promotional products. Interest spikes due to the event, so brands try to capitalize on all the extra eyeballs by giving away branded event-related merchandise. Read about how we helped a client leverage the Champion’s League Final to promote their brand.
When thinking about marketing strategies and promotional products it can be easy to forget you’re dealing with people. Ultimately, your strategy and product need to connect with the people you are targeting. There are lots of ways to make a connection with your audience, but creativity is at the heart of any successful customer connection. People are inundated with advertisements competing for their attention. The best way to capture their attention is to be unique and meet their need at the same time. Read more about SOBO’s creative process to see how our emphasis on creativity has set us apart.
Time to put these practices into place. Give SOBO a call at 888.752.0432 or email email@example.com to see how we can help boost your promotional marketing strategies.