When launching a marketing or advertising initiative it is common to use advertising gifts as a way of publicising your campaign. Even promotions have to be promoted, and in the case of successful campaigns these can help the audience to engage even further with your brand.
So if you are looking to gain a bit of momentum with your latest campaign, which advertising gifts will be the most appropriate for your promotion? Let’s take a look at what will help to make your campaign a success.
Relevancy
It’s easy when considering promotional products to immediately think of printed pens and mugs, but if you are trying to produce a memorable campaign, you need to be a bit more imaginative if you are going to leave a lasting impression.
Try to make the advertising gifts that you use as relevant to the themes and ideas used in your campaign as possible. If your adverts really catch on, this will make sure that your advertising gifts are instantly recognisable as part of your brand, giving your campaign added momentum.
Targeting
When you are coming up with your advertising strategy, you will have a strong idea of what your target audience will be. This audience should also be catered for when you are choosing your advertising gifts. Consistency is the key to successful advertising gifts so the product that you choose should not only be relevant to the campaign but also appeal to your target demographic. In a perfect world this will go hand in hand, but if you are pursuing something a little off the wall, make sure that you tick both of these boxes in order to achieve success on both sides of your promotion.
Visibility
The level of brand visibility needed for your advertising gifts will ultimately come down to how recognisable your promotion is as a whole. Take the hugely successful “Compare the Market” adverts. Now just the site of a Meer cat conjures images of their infamous promotion, so any advertising gifts used by the company don’t need to go overboard with their branding.
If your promotion is slightly lower key, it is important for your brand colours and company name to be prominent if people are going to associate your advertising gifts with your company. It is always possible to use advertising gifts in stages, so if you end up with a viral hit on your hands you can tone down the visibility of your branding in order to make your advertising gifts items that people will be more likely to use which will help to extend the life of your promotion.
Advertising gifts should be seen as a way of extending the reach of your campaign and giving people an extra way of interacting with your brand. This will help to boost your conversion rate as people who may just have taken in your advert on the television will now be actively engaged with your brand, giving you more of an opportunity to secure future business.
It can be tricky to know what to choose when picking advertising gifts, but make sure that you consider relevancy with your product and your target audience, and get the balance right between brand visibility and product practicality.
Posted by Alan Grainger
