Promotional campaigns have many advantages: awareness, customer loyalty, motivation of internal teams… It is therefore interesting to integrate them into your communication strategy. To help you see things more clearly, here are some tips to get you started…
1: Clarify your goals before the campaign
As with any marketing campaign, it is important to clarify your goals up front. Here are some examples of goals that can be achieved:
- Tag the heads of potential customers and improve the open rate of your communications;
- Support your communication during a trade fair or exhibition;
- Thank your customers at important times of the year (Christmas, New Year, birthday, etc.)
- Motivating and retaining internal teams…
Get your goals down in black and white before proceeding with your campaign.
2: Study your target’s profile and develop a strategy based on it
Depending on your original goal, examine your target’s profile (think personas). It is important to know your target at the click of a button in order to implement your strategy accordingly. Age, gender, place of work, preferences, expectations, habits… The more information you have about your goal, the better you can control your strategy.
3: Establish specifications or a brief for your campaign
Once your objectives and objectives are clearly defined, create a specification or brief to indicate a selection of the most appropriate advertising objects (technical specificities, quality range, integration of your brand into the objects, etc.).
4: Choose really useful products
Nothing is worse than a promotional item that ends up in the trash a few minutes after receipt. Remember to choose items that are really useful for your goal. Think everyday objects, the timeless mug or even the personalized water bottle (see the gift campaign website for sample models). At the moment you can also bet on items that help with teleworking or are related to Covid (mask, gel, etc.).
5: Consider the environmental impact
We have just seen how important the usefulness of products is, always in that sense of considering their environmental impact. Check their origin, their impact… Why not target objects with the lowest CO2 impact when your target is particularly sensitive to it (which isn’t the case today…). Avoid plastic items, prefer local production and quality. If you are interested in the environmental responsibility of your promotional items, read this article dedicated to this topic.
6: Do not rely only on price, but on quality
When choosing between several products, do not decide based on the price alone. Go for quality instead, the price difference won’t necessarily be huge and you’ll gain brand image.
7: Integrate your company’s identity well
Also, make sure to properly integrate your company’s identity into the objects. Choose objects that can easily integrate your logo and charter. Make sure that the brand is easily recognizable, also choosing colors that make your logo stand out, and of course before you start producing your objects.
8: Track the impact of your promotional product campaign
A campaign of advertising objects is not like a digital communication campaign, it is less easy to follow its impact, but it is still important to set up a real follow-up. You can ask your customers or employees who have received the objects for feedback, for example by having them fill out a satisfaction questionnaire. This allows you to identify the strengths and weaknesses and take them into account in your next campaign.
Up to you ! If you have any other tips or best practices, don’t hesitate to share them with us via the comments