5 Ways to Boost your Business with Promotional Marketing


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Learn five ways your business can use promotional items to connect with prospects and clients, build brand awareness, and ultimately boost your business.

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5 Ways to Boost your Business with Promotional Marketing

  1. 1. September 2012 5 Ways to Use Promotional Items to Boost your BusinessInnerWorkings Best Practices Guide
  2. 2. 5 Ways to Use Promotional Items to Boost your BusinessIN THIS ISSUE:Introduction ................................................................. 31: Build Brand Awareness ............................................ 42: Acquire Customers .................................................. 53: Keep Customers ....................................................... 64: Drive Engagement at Events .................................... 75: Motivate Employees ................................................. 8How to Make it Happen ................................................ 9About InnerWorkings / Contact Information ............... 10
  3. 3. 5 Ways to Use Promotional Items to Boost your Businessintroduction Promotional items are among the strongest performers in a marketer’s tool kit. People simply like them. Research shows that 84 percent of people receiving promotional items remember the advertisers; 42 percent have aPromotional items are better impression of them; and 24 percent are more likely to do businessamong the five fastest- with them.1growing marketingoptions in the US, With an almost blinding array of choices intotaling some $17 billion.2 .7 promotional products, how do you choose? Start with the basics: know your marketing goal, audience, budget and go-to-market strategy. Then, zero in on the right item. Our eBook includes 5 ways to boost your business with promotional items. 1 “ Advertising Specialties Impressions Study, Advertising Specialties Institute, November 2008, ” http://www.asicentral.com/html/open/EducationandEvents/powersummit08/Impressions_Study.pdf 2 “ The 2011 E stimate of U.S. Distributors’ Promotional Products Sales, prepared for the Promotional Products Association International, ” June 2012, http://www.ppai.org/inside-ppai/research/Documents/2011%20PPAI%20Sales%20Survey%20full%20report.pdf 3
  4. 4. 5 Ways to Use Promotional Items to Boost your Business1.BUILD BRAND Brand awareness is among the top reasons marketers use promotional items. As more marketers turn to social media to help build brand visibility,AWARENESS consider using them in your social networks to drive brand awareness and engagement through reward programs. Deliver a code-based reward to consumers who “like” your brand’s Facebook page to help drive traffic and increase participation. To connect with audiences offline, direct mail is a powerful Your social media option, especially since direct mail response rates are four audience is typically times greater than email.3 Whether you’re planning to use tech-savvy, so smartphone a giveaway as part of a direct mail piece, or as a driver in a accessories and other social media campaign, think about how your promotional high-tech giveaways are products and communications can complement each other. good choices. 3 D irect Marketing Association 4
  5. 5. 5 Ways to Use Promotional Items to Boost your Business2.ACQUIRE There are many ways to use promotional items in acquiring new customers. On sales meetings, go the extra step with your leave behinds by puttingCUSTOMERS your marketing collateral on a branded thumb drive. Contests that draw in qualified prospects by offering one of your top-of-the-line products or services as the grand prize can also feature promotional items printed with coupon codes as consolation prizes – for Don’t forget to thank existing instance, on microfiber cloths for cleaning customers’ many customers for referring new displays (tablets, flat screens, smartphones). business with a high quality branded gift that keeps them In one survey, 37 percent of people who became customers referring more business. while or after receiving a promotional item said the item played a role in choosing the company.4 The link between promotion and customer acquisition isn’t always this clear. But your job is clear: make your promotional items memorable. 4 “ Advertising Impact of Promotional Products, GWW, February 2012 http://www.gww.de/studien.html ” 5
  6. 6. 5 Ways to Use Promotional Items to Boost your Business3.KEEP Whether you met them in the civic center or the social sphere, they’re your customers now and you’d better hold onto them. It costs far moreCUSTOMERS to acquire a new customer than it does to sell to an existing one. Express gratitude to your loyal customers by sending a promotional gift on their birthdays or for a holiday. Another Be sure to exercise brand way to drive customer retention is through customer loyalty discipline – right down to programs and distributor preference programs that include matching the shade of blue premiums. While some retailers maintain policies against on that branded thumb employees accepting swag, it’s in a distributor’s business drive to your beautiful interest to provide their best outlets with premium in-store blue logo. displays, such as a branded grill, patio set or DVD-and-TV to display a demo video. After the season is over, use the displays to reward your top store manager or employee. 6
  7. 7. 5 Ways to Use Promotional Items to Boost your Business4.DRIVE Tradeshows and events are ideal venues for engaging with prospects, connecting with current customers and making a big impact with yourENGAGEMENT audiences. The trick with promotional items at tradeshows and events is to make sure the gifts are relevant and/or useful to your audience.AT EVENTS Less common, but highly useful items that may be appropriate Be sure to make tradeshow for your company include branded USB hubs, combination giveaways relevant and/ pen/stylus/LED flashlights or even WD-40 “pens” and or useful – or they’ll be left sunglasses. You want to stand out from the crowd, so think in hotel rooms all across outside the box to find an unusual promotional item that town as attendees pack meets your customers’ needs and fits your company’s brand up to leave. image. Also consider using promotional items to generate buzz and drive booth attendance with a contest that features a trendy item, such as the latest tablet. 7
  8. 8. 5 Ways to Use Promotional Items to Boost your Business5.MOTIVATE Some say that happy employees make for happy customers. Certainly, maintaining an esprit de corps is good business, and internal contests/EMPLOYEES awards, recognition and sales-incentive programs can all help. The use of internal promotional items is growing more than Your return on investment? ever. Safety programs are a big category – say, with a logo Increased morale, people jacket for everyone on the team hitting the goal for safe working harder and operations at the plant. Eco-initiatives and recycling can smarter – in short, be encouraged with branded double-walled drink ware, a more productive work reducing the number of water bottles used in the office. environment. 8
  9. 9. 5 Ways to Use Promotional Items to Boost your Business6.HOW TO MAKE Promotional items can help you reach your objectives if you use common marketing sense and have a little fun with them.IT HAPPEN The range of available promotional items has become seemingly The simplest advice: endless, and there is new flexibility built into ordering, with Effective promotional low minimums (as low as one) and fast turnarounds (one to items are products that three days on average versus the old standard of five to 10 people might really like, days). Additionally, there is no need to stuff that office hall but wouldn’t necessarily closet anymore – even warehousing options are available, think to buy themselves. 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 fragmented media markets by swinging into swag. 9
  10. 10. 5 Ways to Use Promotional Items to Boost your BusinessAboutInnerWorkings InnerWorkings is the leading provider of global marketing supply chain solutions. We combine innovative technology, an extensive supplier network, and deep domain expertise to help 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, transportation and utilities. With headquarters in Chicago and major operations in Chile and the United Kingdom, InnerWorkings employs approximately 1,200 people and operates in more than 44 offices around the world. For more information, please email chodge@inwk.com or visit http://bit.ly/inwkpromo 10