Exposing Yourself with Lindsey TharpHave you ever experienced a euphoric feeling when someone was thoughtful enough to give you something; anything, no matter how big or small? In business, part of the marketing mix includes branded items, generally given as a gift at an event or meeting.
Imagine the power of your branding in this simple token of appreciation for the recipient. The branded item or kit can’t be an after thought or last-minute idea. The right branded items, the right messaging, the right design, are all critical elements that require sufficient time to blend and establish the ultimate end result of relevancy, need, usefulness, and euphoria.
Another key goal for this advertising medium, incorporated into your marketing mix, is that it stays in front of the person you gave it to and is used as a constant resource; on the desk, on the shelf, in the kitchen – within reach.
The power is often qualitative, measured in the immediate reaction of gratitude. This power can be quantified though. An important point is that this is not about giving stuff away. This is about you getting something back from your marketing dollars. This is about valuing your investment in your branding ideas.
Internally, you’re reaching out to show you care or promote a program or project. Externally, you’re reaching out for people that are interested in your product or service and who can afford to pay for it. Smart marketers offer something of value only to those who recognize a promotion as a two-way street; people who are willing to give their business card, take a survey, sign up for your newsletter or entry form for a drawing, in exchange for your gift. This is how meaningful, actionable data is obtained, and prospects are qualified, for the success of the promotion or program to be analyzed and improved upon. Make sure to get a name and contact information, and most importantly, follow up.
You will realize the power in promotional marketing, in branded tangible items, if done properly. Approach it with the intention of a wise investment, define the ultimate accomplishment and goal, allow time to blend the right combination of critical elements (right item, right message, right design), evaluate the outcomes, refine and repeat.
It doesn’t take much to make someone – your colleague, your prospect – feel special. Feeling good, feeling special, feeling appreciated, are core values that we all seek to accomplish every day. A look and a smile can do it, but add to that a small gift, and you just might be remembered.
Lindsey Tharp
Reingold, Promotions & Exhibits Manager
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3 comments:
Great article, love the advice, more companies could use it. Keep up the good work.
Very informative article. Really breaks down the core goals of marketing in a productive way to reach and maintain your client base.
Exellent article--shows the value of the giving is receiving concept is universal. Wish more businesses would get that and follow your advice.
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