How to design a successful promotional product strategy

How to design a successful promotional product strategy

Constructing and implementing an active promotional product campaign is a key way you can build a better brand identity, and boost your company’s performance in your industry. But, knowing how to approach such a campaign can be a challenge for those that are inexperienced. Thankfully, we’ve created a list of 10 steps that will lead your company to a successful promotional product strategy and campaign. Read on to discover ways to build a consumer base that is more loyal to your brand:


For your team to construct a knockout promotional product campaign, you want to begin with a document that details the purpose, budget, and ideas of the product you will be promoting. Branding, customer outreach, and ultimately success all come from a strong sense of communication and consistency. So being prepared in advance is highly suggested. If your document can keep everyone on the right track, your chances of succeeding in your promotional product campaign should skyrocket!


Having a good grasp on how similar products to the one you are offering are currently performing in your industry is of utmost importance when beginning to construct your campaign. You need to speak directly to potential customers, do your market research, and even potentially test out your product on a small test audience before making any drastic or permanent choices about your campaign. The more research you have access to, the more assured you can be that the choices you are making are ideal for the goals of your promotional product campaign.


When building a campaign from the ground up, it can be useful to look toward sources of inspiration. By identifying the primary competitors you must compete with within your industry, you can find a source of inspiration that will educate you on what has and hasn’t worked for similar products in the past. Find out what they have yet to offer to your target audience and capitalize on the opportunity to be the first brand to offer that service/product that customers have been craving. The better you can do this, the more effective your brand identity and reputation will become.


When running a promotional product campaign, you need to be able to get the word about your brand’s products/services out there in a way that is financially responsible. One of the biggest mistakes companies make is overestimating the amount of promotional product they need to put out there to make people aware of their business. It is always better to order too little and have to wait for a new shipment than to waste thousands of potential marketing dollars on a promotional product that simply fails to reach expectations or demands.


Having a thorough understanding of what your customer currently desires from your industry is the key to running a successful promotional product campaign. Get out there and communicate with your consumer base. You’ll not only find valuable information that will lead you to successful business practices, but you will begin making a reputation for your brand as one that values the needs and ideas of its consumer base. So, with this in mind, always ask yourself one thing before making any drastic or lasting choice about your promotional product marketing campaign: “What does this do for my target audience?”


Even if you offer amazing products that you know your consumer base is craving, your efforts are likely to fail if you do not have a strong brand identity. A brand identity allows you to communicate information to your audience about your product at a glance, and in the fast-paced world we live in this ability is essential to your company’s success. To reach people in an effective and cut through manner, you want to focus more time on building a strong brand identity before launching your promotional product campaign.


It’s easy for people to believe that your products/services are valuable in the short-run. But a lasting impression of your company forming in their mind is reserved for when you can clearly demonstrate that the value you provide lasts for a long time. Concentrate on promoting the most useful and valuable products your company has to offer during your campaign and you will begin to have your audience associating your company’s name with stellar products. Do not waste people’s time with frivolous or useless products and you will be sure to succeed in your market!


After you have launched your campaign, and you have had a decent amount of interaction from your target consumer base, it is time to start gathering important feedback from your audience. Market research is not something that is just at the beginning of a campaign, but something that needs to be ongoing to ensure your company is communicating with its audience in a relevant manner. Offering valuable incentives such as discounts can be a great way to get the participants of your promotional product campaign to participate in satisfaction surveys. Obtaining this information will be one of the most important steps when guiding your campaign towards a successful outcome.


Once your company has gained a lot of hard data on the reaction of your base to the promotional product campaign, it is time to sit down and analyze the data. Doing so will allow you to see the current strengths and weaknesses of your efforts. You want to give more attention to the areas of your campaign that are failing to attract the engagement that you expected.


You have your data, and you’ve analyzed it; now is the time to readjust your campaign. By switching things up in subtle ways, you can make the successful interaction your have with customers skyrocket during your promotional product campaign. Keep in mind that adjusting your efforts is not a one and done thing. Successful campaigns are the result of continually breaking down data and making adjustments to the campaigns. Ideally, you should be making weekly changes to your campaign to keep it fresh and engaging. However, it is important that you always make sure your branding stays consistent, that way your target consumer base does not become confused about the goals of your company’s efforts.
Each one of these steps is drastically important to build a strong, clear, and successful promotional product campaign. To keep your business and its products/service relevant, you must focus your efforts toward making people excited about those offerings. Without the ability to do so, your company is destined to struggle in the competitive market it is working inside of. Thankfully, by keeping focused and implementing the steps we have listed above, you should have no problem making your brand stronger than it has ever been before!

How to design a successful promotional product strategy

It’s a difficult concept to wrap your mind around at first: promotional items making a positive impact on your marketing strategy. How is it possible that such simple items outfitted with your brand name and logo can help to increase sales and make lasting impressions with consumers? The truth is, promotional items have more power in improving your marketing strategy than you may think. Continue reading to find out the top 6 ways promotional products work to improve your marketing strategy.

Promotional products work because.

1. They resonate with customers.

All companies want consumers to be aware of their brand. Businesses that use promotional items increase their likelihood of being remembered by customers. 76.2% of people who received promotional products in the past two years were able to remember the actual product, the company, and the message associated with the promotional item, according to a study done by Promotional Products Association International (PPAI). Employing promotional items are a surefire way to increase brand awareness.

How to design a successful promotional product strategy

2. They help to increase your sales.

The use of promotional items has been shown to increase sales. After receiving a promotional product, 52% of respondents in a survey done by PPAI did business with the advertiser. Basically, utilizing promotional objects inspires consumers to reach out to you. When they see your name on a product that is unique and useful, they’re more likely to come to you for business than a company that doesn’t use promo products.

3. They make an impression.

This part is pretty simple; people like free, useful items. 52.1% of respondents had more positive feelings towards companies after receiving a useful promotional product, according to a PPAI study.

4. They broaden your reach.

The advertising power of promotional items is not just limited to the customers that receive them. Every time a consumer uses a promotional product is equivalent to advertising exposure. Considering the fact that 55% participants keep the promotional items for more than a year, according to a study done by PPAI, that is a lot of repeated advertising exposure.

5. They are cost-effective.

Promotional items are inexpensive considering the frequent brand exposure they provide. They have a lower cost-per-impression in the United States than traditional forms of advertising like television commercials and magazine ads, according to the 2014 Global Advertising Specialities Impression Impressions Study by the Advertising Specialty Institute.

6. People like them.

How to design a successful promotional product strategy

Simply put, customers like promotional objects. 83% of Americans reported that they like receiving promotional items, according to a study done by PPAI. The most common draw for promotional objects is their usefulness, 75.4% of people keep promotional products around because they think the item is practical.

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How to design a successful promotional product strategy

Aside from the cultural considerations when planning a promotional strategy, companies need to be aware of the regulatory and legal requirements in their selected target international market. Regulations and requirements can affect a great many things from how you use media advertising for your marketing campaigns, the ways you design and label your products for international sale, and even how you choose to package your product.

Regulations affecting media use
In most countries, media advertising is highly regulated. This is particularly true in North America, where strict standards and censorship are prevalent. These regulations are strongest for products that may have risks associated with health or other social acceptance connotations, such as the promotion of tobacco or alcohol products.

Product contents, safety standards or other such required notices or labelling must be adhered to. In addition, product claims or competitor comparisons may also be restricted depending upon the market regulations.

In short, a company needs to thoroughly research the media content and other related regulations prior to launching any promotional campaign in a specific jurisdiction.

Labelling requirements
Regulations for labelling vary greatly from country to country. For example, in Canada, labels must be bilingual and follow strict guidelines laid down by the federal government. In some countries, as many as five different languages are printed on labels and packages. The exporter will find that, in many countries, superlatives like “the best” or “the most effective” are banned, as are direct comparisons with competitors’ products.

Often, labels must display the word “imported” and the country of origin. Some countries, like France for example, are sensitive to labels on products that falsely imply from their design and name that they are made in France. Shipments will be confiscated if labels are illegally used.

The labelling of ingredients in processed food products can also present some problems, especially if the product contains artificial ingredients. They may require a complete chemical breakdown to make sure none are restricted in that particular country. This applies to items like food dye.

The Standards Council of Canada has a database that contains information on international standards for packaging and labelling. A Canadian trade representative can also help gather information on specific standards in a particular sector. Regulations often change, so the exporter must keep abreast of them.

Trade communities and blocs such as the European Community (EC) often have established uniform standards for products within their borders. However, this does not apply to labelling for imports, and this can lead to non-tariff barriers. For instance, if labelling is done in Canada, a German importer is legally obligated to inform the foreign supplier of all labelling requirements. The importer must supply a sample with the German translation to avoid errors.

Colour and graphics
Colour and graphics are used in packaging and labelling to convey an impression of the contents. They help purchasers distinguish a particular brand from its competition. A consumer product may be on a shelf with dozens of similar product lines, competing for limited space and customer attention. It is vital that colour and graphics complement the product and communicate its benefits clearly. In many cases, photographs are effectively used in place of illustrations.

A Canadian West Coast exporter was not aware of the Chinese interpretation of blue and white. The company sent an order of canned salmon to China. The label on the can showed a white polar bear against a blue background.To Westerners, the image is one of purity and freshness. In China, blue and white are used as funeral colours and the message that was conveyed was that the product was dead polar bear! The exporter had to repackage the goods.

Packing requirements
The material must be appropriate for the foreign market and sensitive to the buyers’ culture or additional costs can result.

One important consideration is whether to change design concepts and re-use artwork on packaging and promotional material when exporting. Several multinational companies, such as Microsoft, McDonald’s and Disney use universality in packaging, trademarks and advertising. This approach has been very successful for products with global recognition. Other companies prepare market-specific design work. A product package in Japan is scrutinized as carefully as the product itself. The Japanese have a tradition of gift-wrapping and always equate the exterior package with the quality of the contents. This may mean extra time and money spent to conform to the expectations of this market.

Many European countries have created tough legislation for recycled packaging. North American consumers are also becoming more environmentally conscious, and excess packaging or “filler” can create a negative image of wastefulness around the product. Consumers may also become suspicious if they think they are paying more for the packaging than they are for the product itself.

The package must be aesthetically appealing and practical (e.g., re-sealable, tamper proof). Marketing research will determine the needs of the customer and reveal what the established brands have done to fill these needs. They have usually set a standard for size and shapes.

The package must also be acceptable to the retailer and conform to the allowable shelf space for the product category. The package must travel well, be of quality materials and be designed to withstand shipping and handling.

Mass marketed products now require an accurate bar or UPC code that can be read by computers. Case lots need to be of a reasonable size to prevent storage problems. Generally, allotted shelf space, called “facings,” reflects sales performance. The retailers will need to be provided with conclusive market research to persuade them to feature the product with optimum facings.

(Sourced from FITTskills International Marketing, 6th ed.)

Learn about this and more from FITTskills International Marketing course—now available online!


How to design a successful promotional product strategy

The Effectiveness of Promotional Marketing Products

Promotional products have been, and will continue to be, one of the most popular and cost-effective branding vehicles available to businesses. In this article, we highlight some key industry statistics and outline why promotional products are critical for virtually every business.

Businesses need promotional products as a cost-effective means of reaching out to more potential customers. This is a low-cost marketing method to drive customers. Even established global players resort to this marketing strategy. For small businesses like startups, promotional products help cut their marketing budget and still draw people’s attention.

Promotional products have been in use as a cost-effective marketing tactics for years. Right from new businesses to big enterprises, these giveaways are marketers’ favourite. The importance of promotional products for business promotion can be gauged from some of the following stats:

According to a study by PPAI, 89% of people remember where they received a promotional product gift. The study reveals that 83% of consumers like to get promotional products that has an advertising message. Those who receive the products, 85% of them do business with the advertiser. Furthermore, 41% of the surveyed consumers said they keep the gift items from one year to four years.

Other important stat revealed by the study is that 89% of the consumers said they could recall the advertiser’s name or company name for 24 months after getting the items. Furthermore, promotional products draw whopping 500% more referrals from customers who are satisfied with the gift items. These crucial stats lay emphasis on the significance of promotional products for marketing and brand recognition.

Small and larger businesses recognize the importance of promotional products for reaching out to increasing number of people in a competitive market. Gift items entice the recipients and draw their attention to a company’s business. These products have logo and brand message of the company printed. An aim of the exercise behind giving away promotional merchandise is to drive customers’ interest in the business.

For better results, marketers use branded promotional products that the recipients can use for many months. Such quality products help keep consumers engaged with a brand. This means that one-time distribution of the gift items are good enough to engage customers with your brand for months.

A rule of thumb most of the marketers follow for promotional product campaign is to give away the items of daily use. These gifts may be pens, calendars, mouse pads, umbrellas, water bottles, lip balms and so on. However, experienced marketers work out a creative strategy. They pick the items that are not only useful but unique and of high quality for a broader impact.

How to design a successful promotional product strategy

Here Are 5 Reasons Why Promotional Products Are Crucial For Any Business

1. Low-Cost Effective Marketing

Many small enterprises can only dream of an overwhelming advertising campaign of a large scale, spreading all over the divergent media. But they can still achieve their marketing goals with low-cost promotional products campaign. There are many low cost promotional items for startups.

Most of the manufacturers of promotional products keep the prices very low for mass distribution. Prices of the gift items are low but the impact is high on the recipients.

2. Instant Brand Recognition

Brand recognition implies that the consumers can identify your company and its products or services immediately when they spot your logo. For example, people can immediately recognize McDonald’s fast food business on seeing its yellow arch logo.

Your gift of promotional items to the customers helps them in remembering and recognizing your business. This is one of the key reasons to distribute promotional items. An article published in states that 89% of consumers can recall the advertiser of a promotional product they’d received in the last two years.

The gift remains in their homes and offices or cars etc. for a long time, reminding them of your business and company. In fact, consumers hang on to promotional products for an average of 6.6 months. Next time, when they see your logo they instantly remember the gift and your business. The customers will remember your business even more if you gift them a branded item. They will reward your business by recognizing your products when they go shopping.

3. Greater Exposure Of Your Business

An advertisement on TV or billboard passes through your eyes immediately in a few seconds. But, gift items are in use for most of the time and are in front of eyes. For example, the consumers will wear your gift of a trendy T-shirt design for many days. Or, they will sip from your tea or coffee mug more often. Such freebies are an excellent way for increasing your business exposure on daily basis.

According to, 76.1% of participants could recall the name of the advertiser on the promotional product that they received in the past 12 months. In comparison, only 53.5% of participants could recall the name of an advertiser they had seen in a magazine or newspaper in the previous week.

4. Mirrors As Your Calling Card

Business cards introduce your company and its products to the consumers. Your promotional products also function more or less in the same way but with better results. When distributing your gift items related to your business and industry, you are actually introducing your business to the potential consumers. According to, 71.6% of attendees who received a promotional product remembered the name of the company that gave them the product.

Remember the promotional giveaways also have your contact information just as business cards have. The gift items have your logo, images and a slogan depicting your business message. The tangible branded product thus works as a useful business card that the consumers can use daily.

Promotional products also work as part of your social media campaign. You can use promotional products as part of your social media campaign. For example, you should print your QR codes on a promotional bottle. You can also put your hashtags on t shirts and other promotional items.

5. Customer Loyalty

Your customers’ should be purchasing your company’s products frequently when needed. Marketers spend more additional resources to build a solid base of loyal customers. They use promotional products to drive customer loyalty in a short period.

However, make sure that your promotional merchandise is of high-quality standards and preferably branded. People will associate premium quality of the gift items with your quality of business. This will help a lot in keeping the first time buyers of your products forever. An article published in reveals customers who received a promotional product scored 52% higher than a letter only.

So, find out your own way to use promotional products to drive customers.

It would be great if you include promotional products in your marketing mix. Branded promotional merchandise will even create a buzz around your company and brand.

Make sure that the gift items are innovative and well planned. A cleverly chalked out promotional campaign using the giveaway items will complement other forms of marketing such as your TV and newspaper ads. This way, your marketing campaign will create a greater impact on the target audience and will help raise your brand’s profile.

These five strategies will help you put together product promotions that sell.

Whether you own a small or large company, effective marketing is critical for product promotions. Apart from creating brand awareness and loyalty, communicating the benefits of your products, both new and old, should take up the bulk of your marketing strategy. Here’s how to create product promotions that sell.

Product promotion and marketing strategy

What exactly is effective marketing for products?

If your product promotions make an impact, your customers should understand what differentiates your product from the competition’s, know the features of the product that make it useful to them, understand how the product benefits them and feel more brand loyalty.

Ultimately, the best way to promote products is to adjust your marketing strategy to your target market. What channels do they frequent? What does their behavior look like online? Once you have the research down, promote across multiple channels and cross-promote to ensure cohesive and consistent messaging.

Marketing strategies for product promotion

Influencer marketing

Influencer marketing uses endorsements from online personalities to spread awareness about your product or brand. It’s successful because it allows you to reach specific niches in which the influencer is considered a trusted expert. The influencer is already engaged with the audience you’re aiming to reach, so he or she is more likely to be open to your product promotions. For example, Tom’s of Maine wanted to increase brand and product awareness for their all-natural products. They used influencer marketing, targeting micro-influencers to spread awareness across all platforms. Micro-influencers encouraged their followers to share about the brand, which snowballed into reaching 4.4 million potential customers.

With influencer marketing, you’ll need to research which influencers are within your budget and have access to your target market. You should vet them to ensure that they have engagement on their social media, checking that their content aligns with your brand. Audience size isn’t all that matters sometimes a smaller audience means stronger engagement. Once you find an influencer, set a budget and reach out to them via direct message or look for a business inquiries email in their bio. Be sure to set forth clear, organized goals for the best results.

Run a contest on social media

Giveaways are a simple and fun way to make your new product exciting for your customers. Giveaways are especially effective on Facebook: On average, contests bring in 34 percent of new customers. Whether you choose to run the contest on Facebook or another platform, you should advertise it across all of your social media as well as on your website, blog and email newsletters. This will drive traffic for you.

For the contest itself, set parameters to gain further reach. Entries should include follows, likes, comments and tagging friends.

Offer a preview to loyal customers

Your most loyal customers are most likely to purchase your new product, but they’re also most likely to share it with their friends. Offer them a preview of your new product by having a launch event (in person or virtual), a demo or tour, or by sending them free product in exchange for feedback. Americans actually value word of mouth over social-media recommendations by 41 percent, so this is an extremely effective way to promote a product.

Email marketing

Note that 76 percent of email subscribers report making purchases because of a marketing email, and the ROI for marketing emails can be as high as 4,400 percent. Take advantage of your existing email list and use it for product promotion. Build up anticipation with a campaign leading up to launch day or make it a primary focus of a newsletter.

Use Google My Business

If you have a Google Business profile, you should be utilizing Google My Business to control what people see when they google you by promoting your product. In the GMB dashboard, select the “Posts” tab. From here, you can create a “What’s New” post to advertise your product. These expire every seven days, so be sure to time it around your product launch or repost it again once it’s expired. Separately, you can also share an “Offer” from the Posts tab and set a timeline so you don’t have to worry about taking the ad down. This is an excellent way to advertise introductory offers.

To get the most from your GMB profile, add posts, photos, products and services, and FAQs. A completely filled-in profile shows your customers that you’re a legitimate business and helps to optimize your profile.

Product promotion is a key part of your marketing strategy. When done properly, across multiple channels with cohesive messaging, you’ll see large returns. Don’t stick to just one marketing strategy implement several, be consistent, and the results will follow.

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Digital advertising has taken over the world of marketing, so many are probably wondering whether investing in promotional products is worth it. To that, as the CEO of a promotional product distribution company, I can give a reassuring “yes.” Here’s how promotional products can be effective and the impact they can have on your business marketing strategy.

Defining Promotional Products

Even if you haven’t sent out promotional products before, you’ve likely come across them throughout your life as a consumer. Essentially, promotional products are branded merchandise that various businesses give away entirely for free to their target audiences. The whole purpose of these products is to pique interest and generate buzz, thus serving as fantastic promotional means.

The goals are simple to understand. Branded merchandise should inspire people to take action by selecting one particular business over all of its competitors. Alternatively, the products ought to at least help people remember the brand so that, at some point in the future, they opt for it and do business with it.

Promotional products come in many forms, from simple plastic pens and mugs to eco-friendly plant pots. The idea is that they have to be useful to the recipients for their impact to be truly felt. Otherwise, they could quickly end up in the bin, never completely fulfilling their potential.

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Naturally, the meaning of branded merchandise goes beyond free gifts. They are, above all, a reflection of the company that’s giving them out. Thus, when deciding on the ideal promotional products, businesses have to consider the quality, the general appeal and the perceived value. That is one of the keys to driving a marketing campaign to success and gaining a satisfying ROI.

How They Can Help Your Brand

The digital era has changed the whole world, so businesses are now fighting every step of the way for customer retention. Chasing a larger ROI doesn’t have to involve endless ads on TV, though. Promotional products still offer high ROIs in marketing due to the way they impact the public.

According to an ASI (Advertising Specialty Institute) case study from 2019, branded merchandise can still impress consumers. The study showed that they are almost 2.5 times more likely to think positively about tangible branded products than the ads.

Better still, promotional products can remain in the recipient’s possession for about seven months on average. As long as they are well made and useful to the target audience, your branded merchandise could keep generating impressions for months.

Why Your Target Audience Wants Them

The great thing about branded merchandise is that it’s loved by consumers when the design and purpose are aligned with their wants and needs. But that appeal becomes even more critical to your business if you consider the psychological implications the products can have on your audience.

For example, freebies offer people a general sense of accomplishment. Once they receive them after an event or with a purchase, they feel as if they have done something right. Even though the products are free, people feel like they’ve earned them somehow. Such a positive feeling could allow your business to flourish further by sowing the seeds of loyalty at the very start of the company-customer relationship.

And let’s not forget about the principle of reciprocity here. It’s embedded in our minds that once we receive something, we should give something back. Consumers are unlikely to give their own freebies to companies to maintain direct reciprocity. The two ways they can “give back” is by being converted into a customer and/or using and sharing the product with others. Both options are a win for your business!

How To Pick The Perfect Promotional Products For Your Business

In order for your branded products to serve their purpose, you must carefully consider which ones you’ll pick and why. In a nutshell, this boils down to:

• Defining your target audience and learning as much about them as possible: Consider their age and key interests, but try to be specific to ensure success.

• Agreeing on the budget: Usually, business-to-consumer companies allocate anywhere from 5% to 10% of their revenue to their marketing. That budget should also include branded merchandise; you decide how much money you’re comfortable spending on promotional freebies. Naturally, you have to consider the occasion, the type of consumer you’re looking to impress and other factors to decide on a cost-effective product that will get you the greatest ROI.

• Narrowing the list down to a few items: Once you have a few favorites, compare them to find a product that suits both your brand’s and your audience’s needs. Take into account the design and printing here, too; that could easily push some products up or down your list.

Final Step: Consider Distribution Options

Of course, you must determine how many products you’re going to need for your giveaway. You should also consider whether the product itself fits the occasion. The good news is that there are lots of events where branded merchandise comes in handy.

Business events, such as trade shows, are an excellent opportunity to dazzle a crowd with your freebies. At the same time, though, even events like holiday parties could benefit from a few free gifts and should make everyone excited!

Another way to distribute your branded merchandise is through various giveaways and contests. Consider using social media to your advantage here to breed desire in your target audience. Use that to persuade them to like, share, follow and even tag other people who could also participate. All that exposure should help you create some well-deserved buzz around your business.

Finally, you could gain more awareness through brand ambassadors or even your own staff and clients. A brand ambassador’s main job is to advertise your company and use your products, which could result in thousands of people learning more about your brand. Similarly, you can turn your employees and clients into brand ambassadors by giving them practical corporate gifts as proof of your care and appreciation.

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A Push Marketing Strategy also called push promotional strategy, where businesses attempt to take their products to the customers. In a Push marketing strategy, the goal is to use various marketing techniques or channels to ‘Push’ their products in order to be seen by the consumers starting at the point of purchase.

Why is PUSH Marketing Strategy important?

The main purpose of PUSH marketing strategies are usually used to gain product exposure, and it applies to both new and existing product, particularly crucial for newly launched products where creating visibility is a top priority. In many instances, consumers are unaware or actively seeking the product, with the right and persistent ‘PUSH’, a product awareness and understanding will become more established, that eventually helps to create demand of the said products. In other words, This type of marketing strategy hopes to minimize the amount of time between a customer discovering a product and buying that product. To accomplish this, companies use aggressive and wide-reaching ads to make the biggest and most immediate impact they can on customers.

Push Marketing Strategies can be implemented in both traditional and digital marketing media or channels.

Example of a traditional push marketing methods are:

  • Direct Selling to customers in showrooms
  • Point of Sale display (POS)
  • Direct Mailer
  • Packaging designs to encourage Trial or Purchase
  • Trade show Promotion

Example of a digital push marketing methods are :

  • Display advertising across devices i.e. publishers media buyer, network media buy, behavioral marketing
  • Social Marketing i.e. Facebook, Instagram, Linkedin, Twitter…
  • Video marketing i.e. Youtube, Facebook, Tik Tok…
  • Content Marketing i.e. blogging, an advertorial on publishers’ site, contest.

All of the above digital channels are great methods to reach and educate the consumers.

Since I am in the digital marketing industry, I am a firm believer that digital marketing can be an easy and cost-effective channel to implement Push strategies and result. Why? The answers are simple :

  • The scale of reach – almost limitless in the internet world
  • The speed of launch & reach – quickest of all media
  • The accuracy of relevant reach – audience targeting capabilities based on demographic, behavioral and geographical

Having said that, both traditional & digital PUSH strategies are equally important to create product exposure to different market segments & audiences, consumer awareness about a product and ultimately product demand. When this happens, marketers can then introduce a ‘Pull’ marketing strategies for sales conversion.

What is ‘Pull Marketing’? I will discuss in the next sharing. Stay tuned!

How to design a successful promotional product strategy

A promotional plan is a valuable marketing tool when it comes to launching a new service or product or expanding your market reach into new verticals or demographics. When planning a promotional campaign, keep in mind that a successful campaign achieves all of the following desired outcomes and goals:

  • Your promotional message reaches your intended and targeted audience.
  • Your audience understands your message.
  • Your message stimulates the recipients, and they take action.

The question is how you achieve these outcomes with your campaign. The process is natural, but it takes "planning" time. Here are seven steps that will get your campaign off to the right start.

Assess Marketing Communication Opportunities

It's essential to examine and understand the needs of your target market. Who is your message going out to? Current users, influencers among individuals, decision-makers, groups, or the general public?

What Communication Channels Will You Use?

In the first step of planning, you should have defined the markets, products, and environments. This information will assist you in deciding which communication channels will be most beneficial. Will you use personal communication channels such as face to face meeting, telephone contact, or perhaps a personal sales presentation? Or will the nonpersonal communication such as newspapers, magazines, or direct mail work better?

Determine Your Objectives

Keep in mind that your objectives in a promotional campaign are slightly different from your marketing campaign. Promotional objectives should be stated regarding long or short-term behaviors by people who have been exposed to your promotional communication. These objectives must be stated, measurable, and appropriate to the phase of market development.

Determine Your Promotion Mix

This is where you will need to allocate resources to sales promotion, advertising, publicity, and, of course, personal selling. Don’t skimp on either of these areas. You must create awareness among your buyers for your promotional campaign to succeed. A well-rounded promotion will use all these methods in some capacity.

Develop Your Promotional Message

You will need to sit down with your team and focus on the content, appeal, structure, format, and source of the message. Keep in mind that appeal and execution always work together in promotional campaigns.

Develop the Promotion Budget

You must now determine the total promotion budget. This involves determining cost breakdowns per territory and promotional mix elements. Take some time to break down allocations and determine the affordability, percent of sales, and competitive parity. By breaking down these costs, you will get a better idea of gauging the success potential of your campaign.

Determine Campaign Effectiveness

 After marketing communications are assigned, the promotional plan must be formally defined in a written document. In this document, you should include situation analysis, copy platform, timetables for effective integration of promotional elements with elements in your marketing mix. You will also need to determine how you will measure the effectiveness once it is implemented. How did the actual performance measure up to planned objectives? You’ll need to gather this information by asking your target market whether they recognized or recall specific advertising messages, what they remember about the message, how they felt about the message, and if their attitudes toward the company were affected by the message.

Everybody loves a good promotion, especially those that give freebies or discounts to customers upon a product launch. However, promotional campaigns are more than that.

Marketers know better than to think that giveaways will be enough to win customers over to your side, especially with so many brands offering the same promotional gifts.

To stand out from the crowd, you need a good strategy that takes into account everything—from the messaging to the target audience, and the channels to be utilised.

Finally, it’s also important for you to be able to assess whether or not you’re achieving your goal. This in turn will enable you to keep in place the strategies that work and alter the ones that are not working.

Here’s what makes up an effective campaign for any promotional activity:

1. Study different marketing communication strategies

How to design a successful promotional product strategy

There’s no shortage of actionable ideas when it comes to market your product or service, but it’s important to pick what will resonate best in your industry and target market whether it’s PR, email, content, or event marketing, among others.

If you’re a sports brand, for example, you could get more marketing mileage sponsoring a health and fitness event in your community. It’s a perfect opportunity to drive sales for your business as you get to attract prospective customers, showcase unique products, and touch base with existing customers. It’s also a way for you to enhance your brand image as you promote the value of being fit through sports.

2. Set objectives

Setting objectives is an all-too-familiar catchphrase among marketing teams, but this is where all marketing plans start. Marketing schools often prescribe the SMART way, referring to goals being specific, measurable, achievable, realistic, and time-oriented. The SMART way helps to avoid the too generalized “to increase sales” mantra as it’s not translated into or expressed in numbers.

For your sales goals, some of the key performance indicators that you would like to plot may include the ROI or how much of the market share you gained for a specified period.

3. Determine your promotional materials

Promotional materials are any tool you use to reach out to your customers and influence them to make a purchase. Your choice of promotional materials will depend on some factors such as the type of product or service you’re promoting, your niche market, and the communication channels you will use.

Some of the most popular promo materials you could use include promotional merchandise, point-of-purchase advertising materials like flyers, brochures, or posters, and other print or broadcast advertising materials.

4. Develop your promotional message

Promotional campaigns are all about communicating a message to your prospects or customers, which goes without saying that you should know what to say and how to say it best to get a positive response. From your headline to keywords and the main idea, make sure these are stated using power words and other attention-grabbing techniques.

When crafting your promotional message, you should know your audience well enough, specifically the kinds of people who might be interested in using your product or service. This familiarity with your audience can help you highlight how they might benefit from what you’re offering.

5. Set a budget

Your budget should be an honest assessment of how much you can afford to reach your goal. To help you determine what a reasonable budget is, you could make projections about ROI, percentage of sales, and the number of customers you will be able to convert.

The idea is that breaking down all these numbers can help you figure out how much money you can make from a customer at any given time so that you don’t end up losing money on new clients.

6. Determine how you’ll measure results or success

How to design a successful promotional product strategy

Measuring the outcome of your promotional efforts can give you valuable insights such as which medium or channel is the most cost-effective or which draws the most number of customers.

Equally important is to have a tool or system that you can use to keep track of your goals and conversion rates such as the widely used Google Analytics or other marketing software products.

You could even gauge the effectiveness of your campaign by surveying customers on what they recall about a particular advertising message, how they felt about it, or if it contributed to a change in perception toward your brand.

7. Tweak and repeat

The nice thing about promotional campaigns is that you can extend their shelf life. At the end of each campaign, it’s a good practice to gather your team and discuss the outcome of that promotion.

What are the hits and misses of the campaign, and how could you turn things around based on your most successful promotion model? From these insights, you could then plan for your next campaign and improve it based on your findings.

Promotional campaigns are neither a random nor a low-value marketing endeavour. Rather, it’s a series of processes that involve goal setting and goal tracking, allocation of resources, and analysis of strengths and weaknesses of your campaign—all of which contribute to strengthening your presence in the market.

The marketing mix is the set of controllable, tactical marketing tools that a company uses to produce a desired response from its target market. It consists of everything that a company can do to influence demand for its product. It is also a tool to help marketing planning and execution.

The four Ps of marketing: product, price, place and promotion

The marketing mix can be divided into four groups of variables commonly known as the four Ps:

  1. Product: The goods and/or services offered by a company to its customers.
  2. Price: The amount of money paid by customers to purchase the product.
  3. Place (or distribution): The activities that make the product available to consumers.
  4. Promotion: The activities that communicate the product’s features and benefits and persuade customers to purchase the product.

Marketing tools

Each of the four Ps has its own tools to contribute to the marketing mix:

  • Product: variety, quality, design, features, brand name, packaging, services
  • Price: list price, discounts, allowance, payment period, credit terms
  • Place: channels, coverage, assortments, locations, inventory, transportation, logistics
  • Promotion: advertising, personal selling, sales promotion, public relations

Marketing strategy

An effective marketing strategy combines the 4 Ps of the marketing mix. It is designed to meet the company’s marketing objectives by providing its customers with value. The 4 Ps of the marketing mix are related, and combine to establish the product’s position within its target markets.

Weaknesses of the marketing mix

The four Ps of the marketing mix have a number of weaknesses in that they omit or underemphasize some important marketing activities. For example, services are not explicitly mentioned, although they can be categorized as products (that is, service products). As well, other important marketing activities (such as packaging) are not specifically addressed but are placed within one of the four P groups.

Another key problem is that the four Ps focus on the seller’s view of the market. The buyer’s view should be marketing’s main concern.

The four Ps as the four Cs

The four Ps of the marketing mix can be reinterpreted as the four Cs. They put the customer’s interests (the buyer) ahead of the marketer’s interests (the seller).

  • Customer solutions, not products: Customers want to buy value or a solution to their problems.
  • Customer cost, not price: Customers want to know the total cost of acquiring, using and disposing of a product.
  • Convenience, not place: Customers want products and services to be as convenient to purchase as possible.
  • Communication, not promotion: Customers want two-way communication with the companies that make the product.

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