HOW TO STRETCH YOUR MARKETING BUCK
Marketing is shedding its tag of being the ‘fun and games’ department.Brand management is a key element of business success, and marketing departments are being charged with this responsibility.
In the same way, more and more of the external marketing partners, such as advertising companies, brand consultancies, media firms, design houses and promotional products suppliers, are becoming involved in the branding process.Reputation and brand are intertwined and all aspects of brand-building should be cohesive towards a common goal.
Everything that an organisation says and does must be consistent with its strategic intentions.And every organisation, large or small, must communicate with its audiences.These audiences can be internal or external (employees or customers, stakeholders etc) and each is as important as the other one.Business success will hinge on how well the company connects with those audiences.
Connecting with the audience is all about the brand experience. There are many, many different strategies and tools of engagement ranging from traditional media communications such as radio, television and print advertising, corporate functions, direct mail, web communication, retail space and newsletters to more contemporary ones such as social media eg. Facebook, youTube and Twitter.
The recession forced many organizations to cut back expenditure on marketing and branding budgets – and attention was focused on where to get the best ‘bang for the buck’.And those that chose promotional products over traditional forms of advertising were rewarded with superior reach, recall and cost – with research figures to bear this out.
The Australasian Promotional Products Association website states that sales of promotional products in Australia have reached $2.02 billion, representing an increase of 45% in the past 5 years. The proliferation of promotional products companies and the vast – and ever-increasing – range of products available also attest to this growth.That may be – but the question is, how to find the best supplier who can offer the best advice, product, service and price ?
First up – the promotional products company should be considered as an important partner in your organisation’s brand-building strategy.Work together with them to identity the best product/s for you.Use their experience and their skills to your best advantage.Whatever you choose, from a luggage set, key ring, promotional pen or leather wallet will represent your company, so give it careful thought.
Don’t be lured by price, the novelty factor or incredible turnaround times.Quite simply, promotional products do work.To get the maximum benefit however, it depends on your choice of supplier, your choice of product and how that product meets your communications requirements.Ponder on this for a while.Research conducted on business travellers at Dalls/Fort Worth International Airport found that 71% of them had been given a promotional product of some sort during the past year, and 56% of those people had kept it for over a year. 76.1% could name the advertiser’s name on the item they’d been given in the past 12 months.Quite clearly, promotional products have a place in the marketing mix, but it’s important to choose your promotional company carefully to ensure your money is well spent.
Some guidance on what to expect from your promotional products company:
• An understanding your business and its strategic direction
* Understanding the need to work with all marketing partners to achieve brand objectives
* Product recommendation that matches your target audience
* Able to work to budget constraints
* Ability to challenge decisions from a solid base of experience
* Ability to cross-pollinate ideas between promotional products and other activities such as promotions/events/functions
* Product guarantees and testimonials
• Practical insights into production and delivery issues
• Advice on extracting information from recipients
A promotional keyring can be much more than a mere handout at a conference or trade show. With the right Perth promotional products company on your side, it can be the key to unlocking your brand potential.
Mail this post
Tags: Perth promotional keyrings, Perth promotional products, promotional pens Perth, promotional products Perth