Marketeers and business owners face a massive challenge in 2012, business is tough.
So how are you going address the need to find more customers, and equally as important keep the current ones?
- Networking? Great…
- Social Media? The new kid on the block…ok.
- Telemarketing? Recommended
- Emails? Yep
- Direct Mail? Excellent
- Advertising?
- Etc etc..
All of the above, done well, not in isolation, that are customer focused will create results.
What about Promotional Products?
The “greatest marketing tool in the mix”…..or the “cr**” that sits in the desk drawer?
Barrack Obama has just signed an Executive Order designed to cut drastically federal spending on such items.
The PPAI (Promotional Products Association International – USA) President & CEO Paul Bellantone’s response “…while it might be tempting to limit the purchase of promotional products in order to yield short-term savings, in the long term, this prohibition may unintentionally diminish the good work of federal agencies.”
You see the problem as I see it, and it appears also the US President, is that many ‘perceive’ the promotional product as unnecessary and a waste, and as we witness on a daily basis a marketing tool that is an add on, a last minute consideration, and not the important tool that it is.
Sure if the budget is pennies, there is 48 hours, and choice is limited to budget pens or a cheap keyring then there is every likelihood that the product will be ineffective and ultimately wasteful.
What is daft, to my mind, is the reality that long after the trade show is packed away (you know that carefully designed £10k exhibition stand that was central to the show, and is now in the storeroom?), and the printed brochure, leaflets and business cards….now ‘filed’ or was that recycled? It’s the last minute promo product that is still potentially out there…
It is the 30p printed pen that has every chance of being grabbed today, from the printed mug (that acts as a pen pot) to scribble a brief message on the printed sticky note to stick to the printed mouse that sits on printed mousemat that sits on the MD’s desk.
And it’s because all of these items are good quality, every day items….that work….and that are USEFUL that they are kept, and they are used time & again, day after day.
And the best bit….they are your corporate colour, they have your message, your strap line, your web site, your telephone number, your email printed on them…and when the customer needs you…you are but an arms length away.
But if you are not on the desk top, in the car, in the draw, on the fridge, in the golf bag that’s fine, because I’m sure they remember you from the exhibition 3 months ago….I’m sure the emails get opened and the tweets are being followed.
And that Mr Obama is why Promotional Products work, in the ‘Stop Smoking’, ‘Check your battery in the Smoke Alarm’, ‘Drink Drive’ campaigns…because the message can be printed on a useful, everyday product that communicate far more powerfully, and cost effectively than other apparent forms of media.
Please tell us your thoughts as a receiver or as a buyer of promotional products.
Andrew is Managing Director at Sussex Promotions, the UK’s Promotional Product Experts. Established over 10 years, ISO & BPMA accredited, Sussex Promotions are your one-stop shop for printed promotional products from printed mugs and printed pens through to branded umbrellas and promotional clothing.
