Marketing

Adding Life to Brand Promotions

SME WORLD Bureau
Jul 2010

 

Brand promotion is an essential part of marketing for both big brands and small emerging companies. Be it a new product launch or regular gift distributions for employees, companies regularly invest in purchasing merchandizing items to gift their important partners and customers. But how many businesses spend time to find out whether the huge money they have invested is having the desired effect on the customers or not? How much effort goes into thinking whether the presented gift will be retained by the customer or not? Does the promotional item identify with the business or does it just end up with a company logo on the product?
 
We receive different kinds of pens at various business conferences and fairs we attend. But, how many times do we feel the urge to note down the name of the company being labeled on the pen or find out more about these companies. We often receive mugs branded with a company logo and let’s assume this company is not well-known. In that case, will your friend be able to find out what business that company does by just looking at the mug?
 
The point here is that companies must not just use any products for brand promotion but they must also make an effort to think about what works and what does not and choose the product that can effectively promote their business.
 
Jyoti, founder of a personalized gifting company, CraftMyGift says “A coffee mug and a T-shirt might not always work as a brand promotional item. Many times we have to create the brand promotional product from scratch, in order to ensure it is well aligned with the business and also connects well with the end recipient. Otherwise the brand will become one of the numerous branded products stacked up in the cupboard and rarely taken out”. The creative team at CraftMyGift spends additional effort to understand the business of their clients and often work on new creative concepts to ensure it describes the business in the right way.
 
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Given below are some points we must keep in mind while selecting the brand promotional gift items for our business:
 
Understand your target recipients and their lifestyle
 
It is important to understand to whom the products are going. Are they college students or working professionals? Are you giving promotional gifts to housewives or is it for kids? Many times customers get things which they do not want or already have in plenty. In that case, they will probably never use the gift. Giving out these products not only proves to be ineffective marketing but is also a wastage of funds and material.
 
Sometimes businesses do make an effort to think about the end recipient but they still end up picking up an overused product. For instance, China imported desk clocks with company logo are quite overused as promotional gifts. Getting another clock is not going to captivate the customers. After all how many clocks can they keep on their office table?

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