It is a common practice followed by businesses to use promotional products to reach potential customers. Unlike other marketing tools, you can customise promotional items to meet your business needs. However, customisation comes at a cost, and you need to carefully plan your marketing campaign to avoid blunders that could affect the success of your campaign.
Here are mistakes to avoid when customising your business promotional products.
Not Having a Promotional Strategy
The promotional products are communication tools that broadcast your brand message to your target audience. If you do not have a well-thought and clear promotional strategy, it would not be easy to achieve desired success.
Before selecting any promotional items for your campaign, you need to find the objective behind giving such items. Some of your marketing goals could be
- Increasing your website traffic
- Promoting a service or product
- Increasing brand awareness
- Getting mailing list sign-ups
Each objective listed above needs a different promotional strategy. For example, suppose you want to increase your website traffic. In that case, the promotional product should mention your website address, and there should be some message on the promotional product that will encourage the gift receiver to check your website.
Once you have identified what you want to achieve by distributing promotional products, you can go ahead and choose a product, design, and message that fits perfectly as per your promotional strategy.
Ignoring Your Target Audience Preferences
Many businesses miss out on judging audience preferences when selecting promotional products, and the result is they end up giving products that the target audience does not like or value. Marketers often make the mistake of choosing their favourite items as promotional products ignoring the facts like their usefulness and popular trends in promotional products.
To be on the safer side, you need to research to find your target audience preferences. You can consider ongoing trends while selecting promotional products or think deeply about the needs of your demographic audience. It takes more than choosing a product that relates to your business when using it as a promotional item.
Conduct research on the hobbies and interests of your target audience to ensure the promotional product is well—received and helps you achieve your business objective. If you are a health or wellness company, you can gift masks or hand sanitizers that go with the current market trends.
If you are giving away promotional products during the rainy season, you can gift umbrellas with your company logo and slogan. If your target audience includes school and college-going students, you can select bags or pens as promotional products.
Select a Generic Design
You should avoid selecting a generic design for the promotional product. Choosing a generic design fails to invoke interest in your brand, and you may not get the desired results. Remember, it is necessary that your promotional gift stands out in the crowd and attracts attention in public. Businesses think the customizing product is limited to imprinting logo and brand message, which is not valid.
You need to go one step ahead of your competitors and select a unique design for your promotional product to put a good impression on the receiver. While making a good impression, the promotional product should also resemble your brand in colour scheme, design, and message. Ensure to include a catchy slogan on your promotional gift that will provoke a positive reaction from your target audience.
Ordering the Wrong Size
If you plan to gift apparel or headwear, make sure you pay attention to the correct sizes. Many companies make the mistake of ordering the wrong sizes that lead to a waste of money. If you consider promotional apparel like business shirts, pants, shirts, hoodies, and jumpers, make sure you order various sizes. You can give your potential customers/gift receivers to choose their size of the promotional apparel.
If you are ordering promotional apparel for your staff, send a size chart to departments, ask them to provide their sizes, and place a purchase order accordingly. It will ensure the apparel people receive from your business fits perfectly, and they will enjoy wearing the clothes you gifted them. Another thing to keep in mind is body fit- regular or slim.
You can also ask the manufacturer to select clothing where sizing won’t be a problem. Don’t forget to ask for size samples and test them on people to see how they fit.
To sum up, businesses have to spend a significant amount of money on customised promotional products. Avoiding the mistakes mentioned above will ensure you get appreciation from your potential customers and your promotional products give you good ROI in the form of more customers and revenue.