Here’s How to Reach Your Target Market with Promotional Products
In a recent and really popular post, Tim English, my brother and V.P. at our founding brand Superior Business Solutions, set out to answer the question of how to reach your target market with promotional products.
Promotional products in the hands of your prospects and customers are a constant reminder of your brand to not only the individual who owns and uses the product, but also to everyone your customer encounters while using your custom branded item. With that said, you need a plan. Custom branded products are only effective if they are reaching your target market.
After being in the industry all of my life, I can tell you from experience that promotional products are very effective at reaching your target market, but Tim’s post gives solid advice based on research from the American Advertising Institute (ASI). I have summarized Tim’s post below.
Know Your Demographic
Promotional products must be used to be effective. With that said, the best way to ensure your customers use your custom branded products is to create something they need.
When choosing what type of product you want to use for your next custom branded promotional product, look at what items are popular in your state or region. Also consider the age of your target market. Outerwear is popular with many younger groups, but USB drives are typically a top pick with older groups.
Use this information to select an item that appeals to your audience. Also think about how often your customers will use your branded item. For instance, reusable grocery bags may be used weekly, while outwear may only be used seasonally. Although reusable bags and outwear are both items your customers would use outside of their home, while they are out running errands. This means your branded products will get your brand more exposure beyond your existing customers.
Look At the Environmental and Financial Value
Studies have shown that 42 percent of people have a more favorable opinion of an advertiser if they use eco-friendly promotional products because custom branded items speak to your brand.
The first message they send is about your company is about who you are and what products or services you provide. The second message is where your brand views itself in the bigger picture. Choosing a reusable promotional item constructed from recycled or sustainable materials presents your company as being aware of and respecting environmental issues, and doing your part to minimize your carbon footprint and help the planet.
Reusable items are also very cost effective. When you consider the cost per impression, reusable gear delivers an amazing value because it is something your customers own and use for potentially the next several years. By contrast, if you run an ad in a newspaper or on a billboard that has a very limited shelf life. Reusable products deliver an amazing value in terms of environmental impact and getting the most from your marketing budget.
Spotlight Your Brand on the Right Product
There is certainly value to marketing with promotional products, but in order to get the most value you need to select the right product for your target market. Head here to check out the infographic and read Tim’s post, which is loaded with information to help you choose the right promotional product for your brand. If you have questions and need more info get in touch and we’ll help you out!