How to Be Smart and Not Waste Money on the Wrong Giveaway
Meet with the team at A Media Marketing to get the best promotional items for your company. We have graphic artists on staff who can help you formulate a unique, eye-catching design.
Choosing the Right Promotional Item
Don’t invest in another tchotchke that people throw away! Know what your audience likes and make sure they know you’re the “cool place” that gave it to them. Think outside of the box so that you become unique and are remembered by the right audience. Yes, getting a large quantity for your budget is appealing, but what good is it if everyone throws it away? Spend a few extra pennies and transform your impression into something people actually want, and want to talk about!
Be the Solution
Promotional items don’t have to be cheap, small or even free. One of my favorite promotional items came from a hotel in NYC. It was raining outside and there were umbrellas for sale in every storefront, but I didn’t want to get drenched so I was stuck in the hotel. Then, as if choir of angels appeared, I noticed that the desk agent offered imprinted umbrellas for $5 for a travel umbrella or $7 for a fancier wood-handled one. I joined a long line of others and readily shelled $7 and four years later, I still have it, and every time I’m on the street with it someone sees the hotel name. Did the hotel lose money per item? Possibly, but they could write it off as a marketing expense, and years later, I still remember where I stayed and what a lifesaver they were, and here I am talking about it.
Own a certain time of year
Everyone clamors for the last end-of-year sale, so be the company who breaks up the monotony of summer or owns “back to school” time. What can you distribute that makes life easier in the summer time? Sunshades, steering wheel covers, and ponchos come to mind. Here in Florida there are imprinted items that people love – hats, towels, smartphone stands, sunglasses, and drawstring bags are always usable. Want to have a temporary impact but make a difference? Give out SPF sticks, sunscreen, and collapsible, reusable water bottles.
Make an effort to go green in your promotional items. Water is a hot commodity at the beach, but when was the last time you kept one because of the branded label? You can market that your items are earth-friendly and that gives another positive impression for your company. Do you have a lot of marketing where you can associate yourself with positive outcomes? It may seem small, but it matters if you take the opportunity to market your promotional item correctly.
Use the Promotional Item as Content
Attending an event? Post pictures of your promotional item on your page and the event page. Having a store drawing? Make a video highlighting the giveaway. Your promotional items can be the driving force of why people hunt you out, but you have to promote your promotional items. Also, encourage users to post about the promotional items they receive from you. User-generated content is social media gold, and even if it’s a barber shop sticker on a truck, it can be how thousands hear about you through passive efforts. Getting these free marketing moments is how company’s build their base and grow their loyalty.
Are you throwing away valuable information? Social media platforms have realized that if they want to enter the advertising business, they better let purchasers know how their invested dollars perform. Have you taken advantage of the various tools that each platform is using? Have you taken the time to experiment with how your audience interacts with your social media engagement?
There are many blogs that will tell you the best time to be on such-and-such a platform is between the hours of 3 pm – 8 pm Tuesday - Thursday or to 6 am – 1 pm Monday – Wednesday, but is that what YOUR analysis is showing? Knowing your customers’ behavior is key – we know that’s not the first time you’ve heard this – but how is their behavior changing yours?
CASE STUDY: After two months of experimenting on Facebook with a local health business page, the page managers learned that while their posts were geared towards all ages and leaned towards posting in the afternoon, their audience composition and behaviors were surprisingly different than expectations. Their audience was in general: early risers, women, over 55+ who logged off in a great percentage by 3 pm, and who were more interested in the uplifting health stories than they were sales and discount opportunities. This changed the behavior of the page managers. An effort was made to use softer images and language, focusing on relatable stories that were told from a female perspective, and answered questions that a caregiver might focus on. Posts were scheduled to take advantage of algorithms that would assure the early risers would find fresh content.
THE RESULT – a 32% increase in post engagement and a 10% increase in organic impressions in just the first week! What happened after that? We’ll learn after they check their insights!
What should you do? Learn how your social media provider reports analytics. Experiment with a content purposeful calendar. Schedule time at the beginning and end of each week to appreciate your customers’ behaviors. Adjust your social behavior to best gain traction with the social media algorithm.
Can you describe your company, appeal to customers, and provide a wow factor in limited characters? Social media platforms are challenging businesses and marketers to do all three while keeping the shortest attention span ever in mind.
You can do it with these tips and tricks: