PROMOTIONS             BEST PRACTICES GUIDE:             PROMOTIONAL ITEM MARKETING
BEST PRACTICES GUIDE:5 Ways to Use Promotional Items to Boost your BusinessMarkets are awfully “noisy” these days. As a ma...
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About InnerWorkingsETINGInnerWorkings is the leading provider ofglobal marketing supply chain solutions.We combine innovat...
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Best Practices: 5 Ways to Boost your Business with Promotional Items

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Learn five ways you can use promotional giveaways to help boost your business.

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  • Very nice article, informative too. Advertising through promotional items can really give a boost on a business. It is important to choose the right item to promote your brand. You may also want to check out http://davarni.com.au for list of promo items in Australia
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Best Practices: 5 Ways to Boost your Business with Promotional Items

  1. 1. PROMOTIONS BEST PRACTICES GUIDE: PROMOTIONAL ITEM MARKETING
  2. 2. BEST PRACTICES GUIDE:5 Ways to Use Promotional Items to Boost your BusinessMarkets are awfully “noisy” these days. As a marketer, you spend your days plowing into that noise, cutting throughit and hoisting your brand above it. It takes all the marketing power and creativity you have, and promotional items,when used effectively, traditionally have been among the strongest performers in marketers’ tool kits.The reason promotional marketing works so well is simple: people like giveaways. A report from the Advertising SpecialtyInstitute (ASI) shows that 84 percent of those receiving promotional items remembered the advertisers; 42 percent hada more favorable impression of them; and 24 percent said they were more likely to do business with them.Maybe that’s why last year, marketing spend on promotional items increased 7 percent, putting them among thefive fastest-growing marketing options. The increase put the US promotional product market at $17.7 billion in 2011.Though there’s an almost blinding array of choices in promotional products, you can start to narrow your selection bydefining your marketing goal. It’s only when you know your marketing objective, understand your audience, set a budgetand establish your go-to-market strategy that you can begin to determine the best promotional item for your needs.Here are 5 ways you can use promotionalitems to support your business goals. 2) Acquire Customers There are a variety of ways you can use promotional items to help acquire new customers and show appreciation to1) Build Brand Awareness existing ones.Brand awareness is one of the top reasons marketers For sales meetings, go the extra step with your leaveuse promotional items. With the proliferation of social behinds by putting your marketing collateral on a brandedmedia channels, an increasing number of marketers thumb drive. Contests that draw in qualified prospects byare turning to them to help build brand visibility. offering one of your company’s top-of-the-line productsConsider using promotional items in conjunction or services as the grand prize can also feature promotionalwith your social media strategy to drive engagement items printed with coupon codes as consolation prizes – forthrough reward-based programs. Deliver a code- instance, on microfiber cloths for cleaning customers’ manybased reward to consumers who “like” your brand’s displays (tablets, flat screens, smartphones). Don’t forget toFacebook page to help drive traffic and increase thank existing customers for referring new business, with aparticipation. However, while promotional items in high quality branded gift that keeps them referring more.social media can bring fans to your Facebook page In a study by GWW, Germany’s promotional productsor people to your products, you must use them association, of the 9 percent of people who said theywisely. The operative warning here is: you can give became customers while or after receiving a promotionalsomething young to an older audience but you can’t item, 37 percent said the item played a role in choosinggive something old to a younger audience. Your the company. The link between promotion and customersocial media audience is typically tech-savvy, so acquisition isn’t always this clear. But your job is clear:smartphone covers or speakers are great choices. make your promotional items memorable.If you’re looking to connect with audiences offline,direct mail is a powerful option for raising brand Conawareness, especially since direct mail response rates prom sider us ot ing in co ional iteare four times greater than email, according to the 3) Keep CustomersDirect Marketing Association. Whether you’re planning with njuncti ms o medi your so non using a promotional giveaway as part of a direct Whether you met themmail piece or as a driver in a social media campaign, a str cial ategy in the civic center or thethink about how your promotional products and social sphere, they’re ...communications can complement each other. your customers now
  3. 3. e mor far ew osts a n It c cquire han it to a omer t to anand you’d better hold onto them. It costs far more 5) Motivate Employees t cus to sell e.to acquire a new customer than it does to sell to an nexisting one. Express gratitude to your loyal customers Some say that happy employeesby sending a promotional gift on their birthdays or for make for happy customers. does isting oa holiday. Another way to drive customer retention is Internal contests/awards, exthrough customer loyalty programs and distributor recognition and sales-incentivepreference programs that include premiums. While some programs are all ways of maintainingretailers maintain policies against employees accepting that esprit de corps.swag, it’s in a distributor’s business interest to providetheir best outlets with premium in-store displays, such The use of internal promotional items is growing moreas a branded grill, patio set or DVD-and-TV to display a than ever. Safety programs are a big category – say, withdemo video. After the season is over, use the displays to a logo jacket for everyone on the team hitting the goal forreward your top store manager or employee. safe operations at the plant. Eco-initiatives and recycling can be encouraged with branded double-walled drinkBe sure to exercise brand discipline – right down to ware, reducing the number of water bottles used in thematching the shade of blue on that branded thumb drive office.to your beautiful blue logo. ... h ma empl appy4) Drive Engagement at EventsTradeshows and events are ideal venues at which to ke oy cu for ees stengage with prospects, connect with current customersand make a big impact with your audiences. The trick om happ ers y .with promotional items at tradeshows and events is tomake sure the gifts are relevant and/or useful to youraudience. Otherwise, they’ll be left in hotel rooms g usinall across town as attendees pack up to leave. s ider itemsLess common, but highly useful items that may Con tional z ...be appropriate for your company include branded mo te buz pro nera e to gUSB hubs, combination pen/stylus/LED flashlightsor even WD-40 “pens” and sunglasses. You want tostand out from the crowd, so think outside the boxto find an unusual promotional item that meets yourcustomers’ needs and fits your company’s brand image.Also consider using promotional items to generate buzzand drive booth attendance with a contest that featuresa trendy item, such as the latest tablet.Make it HappenRemember, effective promotional items are products that people might really like, but wouldn’t necessarily think to buythemselves. They can help you reach your objectives if you use common marketing sense and have a little fun with them.The range of available promotional items has become seemingly endless, and there is new flexibility built into ordering,with low minimums (as low as one) and fast turnarounds (one to three days on average versus the old standard offive to 10 days). Additionally, there is no need to stuff that office hall closet anymore – even warehousing options areavailable, along with “decorate on demand” capabilities.For all these reasons, it’s no surprise that more brand marketers are cutting through the noise of today’s fragmentedmedia markets by swinging into swag. For more information, please email chodge@inwk.com or visit bit.ly/inwkpromo
  4. 4. About InnerWorkingsETINGInnerWorkings is the leading provider ofglobal marketing supply chain solutions.We combine innovative technology, an extensivesupplier network, and deep domain expertise tohelp companies strategically manage their print,promotional, and packaging solutions.We service customers across multiple industries,including financial services, retail, non-profits, healthcare, food and beverage, education, transportationand utilities. With headquarters in Chicago and majoroperations in Chile and the United Kingdom,InnerWorkings employs approximately 1,100 people andoperates in more than 44 offices around the world.For more information, please emailchodge@inwk.comor visit http://bit.ly/inwkpromo.Sources“Advertising Specialties Impressions Study,” AdvertisingSpecialties Institute, November 2008, http://www.a s i c e n t r a l . c o m / h t m l /o p e n / Ed u c a t i o n a n d Eve n t s /powersummit08/Impressions_Study.pdf“The 2011 Estimate of U.S. Distributors’ PromotionalProducts Sales,” prepared for the Promotional ProductsAssociation International, June 2012, http://www.ppai.org/inside-ppai/research/Documents/2011%20PPAI%20Sales%20Survey%20full%20report.pdfhttp://www.gww.de/studien.html 600 West Chicago Ave, Suite 850, Chicago, IL 60654 Web: www.inwk.com Twitter: @INWK_MSB

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