There are many different ways to market a venture and get more traction when it comes to brand awareness, leads, and sales. After a very tough year due to the global pandemic, entrepreneurs in most industries are looking for ways to recover and get ahead again.
One way to cement your name in your sector is to utilize promotional products. Branded items don’t have to cost too much but can have excellent results. Here are some things to consider as you research and buy gear for your business in 2021.
Work Out Your Budget
Work out how much you can afford and want to spend on your purchase of promo items. Set yourself a budget before you start investigating options so that you don’t waste time looking at products that aren’t feasible from a financial perspective. Having a budget from the start also makes it less likely that you’ll get so excited by an option that you order it in bulk when it’s actually too expensive.
Get Clear on Your Goals
Determine, early on, what your specific goals are when buying promotional products. In turn, you’ll become targeted in your search for suitable goods. What kind of impression do you want the items you give consumers to have, and what do you hope the marketing avenue will achieve for your business?
For instance, do you hope to acquire more leads and brand awareness, or are you looking to highlight a new campaign or product or service offering? Perhaps you want to thank your current customers or suppliers or recognize and reward valued team members? There are many different goals possible, so work out what’s important to you. Then you can search for products with the best chance of making these outcomes possible.
Know Who You’re Buying For and What You Want Gifts to Represent
Know exactly who you’re buying for when you research goods. Understand the type of person or organization you plan to gift items to, and who these people are, what’s important to them, how they live and work, what might be memorable to them, etc. Consider tastes, family status, hobbies, lifestyle, location, age, stage of life, and more. Promotional products have more impact and deliver a better return on investment when properly targeted to specific recipients.
It also pays to research if your competitors give out promo gear and, if so, what kinds of things and to whom. You want to try to stand out from the crowd and avoid investing money into goods that are too similar in type, look, or style to items consumers receive from other businesses. As you research potential products, also consider what your organization does particularly well that other companies don’t, and how this is of value to your clientele. Try to find promo items that relate to this in some way.
Plus, keep your venture’s mission, values, and company culture in mind when choosing goods. For instance, if you run your business in a way that focuses on sustainability, you’ll want the promo things you buy to be similarly earth-friendly. Or, if your brand revolves around offering unique products made in small batches that people don’t find elsewhere, steer clear of promotional gear that’s run of the mill and generic.
Keep Lead Time and Distribution Factors in Mind
Buying items is just one part of achieving success from promotional gear. You also need to be able to distribute it effectively, at the right times. As such, as you investigate options, keep lead time and distribution factors top of mind. If, for instance, you plan to exhibit at a trade show or have a booth at a conference in a couple of months, check that the goods on your shortlist will be available and shipped to you or the event venue in plenty of time. It helps to use suppliers you’ve dealt with before or those with good reviews for delivering when they say they will. Also, speed up processes by utilizing helpful procurement tech tools to make prompt payments. Inventory management systems also help with tracking and managing the bulk items you buy.
Note, too, that if you plan to ship promotional goods to recipients, this may get costly. As such, look for lighter, more compact items that won’t create such hefty postage bills. You’ll also want to choose products that can be easily and nicely packaged, so they arrive at their destinations still looking good.
It can cost thousands of dollars to secure quality promotional goods and deliver them to the people on whom you want to make a positive impression. Be smart and strategic about your choices, and look for ways to get the best return on investment.
Jason is the Marketing Manager at a local advertising company in Australia. He moved to Australia 10 years back for his passion for advertising. Jason recently joined BFA as a volunteer writer and contributes by sharing his valuable experience and knowledge.