While we know that branded merchandise works (see part 1 of this series for stats and stories that show that), it is easy to miss the mark and give away something that ends up in the trash. Let’s face it, not many people want another lanyard.
Follow these tips when choosing your next merch item to help ensure you accomplish your goals with the program or event!
Connect your business to your promotion (and your promotional item)
If you sell cars, it doesn’t make sense to give out staplers. If you are in oil and gas, it probably won’t connect with your company to hand out manicure kits. Have LazerDesigns, or do it yourself, work on a unique promotional item that fits your business’s industry and your values, beliefs and goals.
Quality, Quality, Quality.
Make sure the quality of the branded merchandise meets your standards. Sometimes, it is appropriate to give away a super low cost item, which is fine – as long as it lines up with your goals and business. Choose a higher quality, smaller size item over a lower quality, larger in size item. Invest a little more in something that will have a longer “in use” life.
Imprint, Imprint, Imprint. It’s all in the imprint.
Make sure your imprint conveys your message. Spend time crafting a well worded slogan or teaser to generate curiosity. Include QR codes only where appropriate. Include your website whenever there is room.
Spread the word
If it fits your goals for the promotion, tell people (especially those in your target market) you have some free stuff! Doing so gets you some exposure, and brings people to you. Again, as long as they are in your market, you want to give away as many as possible, right (since they’ll tend to think of your business more fondly, more likely to do business with you, more likely to do repeat business with you, more likely to refer others to you when they receive a promo item)?
Pick your person
Rather than try and pass out as much branded merchandise as possible, try and target them to your target market. Identify your perfect customer, and only give them to these customers, or customers very similar.
Make it useful – for the recipient
Give items that your target market will use in their environment, especially where the decisions are made whether or not to purchase your products or services. If you are targeting executives, give them something for their offices. If production managers, rulers, flashlights, knives, multi-tools, or something trade specific.
Personalize it.
While we love to give away items with our logo on them, people are really fond of items with THEIR names on them. People love seeing their own name. LazerDesigns has no minimum order, so you can personalize pens or other items with names (and with your logo if there is room). Associate an existing product or service with your merchandise for more impact.
Match your advertising and other marketing to the merch item – the promo item is just one part of the puzzle! Packaging, delivery and follow up should all meld together in one seamless experience for the end user.
Next, we’ll learn how to effectively give out and use your branded merchandise to grow your business!
