The junk drawers of your target market are full, but that doesn’t mean that giving away promotional items is off limits. Remember, just because something is free doesn’t mean people will want it. It’s important to put careful consideration into what kind of freebies you’re handing out, and what different demographics will think of them. Your giveaways should be swag. They should be cool. Here are the do’s and don’ts to keep your promotional items in the hands of your prospective clients and not in the back of their junk drawers.
Don’t Hide Your Logo
Free promotional items should get people excited. Consumers may be apprehensive about wearing a t-shirt featuring only your logo. However, that doesn’t mean you shouldn’t let your brand’s imagery shine. In order to achieve your goal of increased brand awareness, it’s important to give prospective clients an image to connect to your company. Make your logo visible, but not ostentatious.
Do Be Strategic with Your Branding
Your marketing tactics will impact your consumers’ perceptions. While spreading your brand’s name is important, it won’t be achieved if consumers don’t want your free products. Your marketing materials should connect with your consumers in a genuine way. Consider other creative ways to share your message such as a slogan, or graphics. For example, a box of breath mints with the slogan, “Keepin’ it fresh for 20 years,” might be a good option for a company wishing to showcase its experience in the industry. Being strategic with your branding can turn prospective clients into brand advocates.
Don’t Be Afraid to Be Different
There is certainly no shortage of plain black pens in the world. Think outside the box to make your message memorable. Almost everything can be turned into a clever promotional item, so don’t fall into trap of going with the same mundane gifts.
Do Know Your Audience
Different demographics appreciate different things. It is essential to understand your audience when selecting what item or items to give away. Someone working in IT may appreciate a computer accessory, but the same cannot necessarily be said about individuals working in other departments. Your decisions about the color and messaging of the items should reflect your target market as well.
Don’t Give Away Something You Wouldn’t Want
Perhaps most importantly, ask yourself, “Would I want this?” This question can be expanded to help develop a strategy. How do you want to measure the success of your freebies? What do you want your giveaway to say to consumers?
Go ahead, open up your junk drawer and let’s make something better together. Appleton Creative is an award-winning, full-service advertising agency located in Orlando, Florida. Appleton works with local, national and international clients to provide marketing strategies through print, web, social media and video production – all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your marketing goals are worth a conversation: contact us at 407-246-0092 or firstname.lastname@example.org.