You’re sick of wasting money on ads that don’t work and end up in the garbage. Do you remember the branded pen by Positive Media Promotions you got at a tradeshow last summer? Your customers don’t either. Let’s change it. Imagine this: You hung a fantastic bottle opener on the hooks on your fridge. You still use it six months later. Whose logo do you see every time you go for a cool drink? Right.
Most businesses put stickers on mugs and give them away like candy on Halloween. Don’t do that. Choose products that your target audience will want instead. Things that are useful. People will always remember the flashlight on their keychain or the insulated tote bag they use to carry groceries. What is the secret sauce? Usefulness. It’s a waste of an ad if it just sits in a rubbish drawer.
A client of mine once gave away ice scrapers with their logo on them in the Midwest. That sounds random. Until February came. All winter long, those scrapers lived in gloveboxes. For weeks, the brand was the main focus. It cost less than a Facebook ad, yet it kept getting views every single cold morning.
Also, don’t put your logo all over the place. Branding that isn’t too obvious stays out of sight yet maintains your name in mind. People don’t want to look like walking ads. Put your logo with a little bit of personality or a useful statement to make it stand out. Someone laughs or feels smart, and all of a sudden there is an emotional connection.
Quality is more important than quantity. It would be easy to order a lot of cheap plastic toys. Don’t give in. A durable tech item or a notepad that can be used again and again lasts longer than a box of cheap keychains. Customers can tell when something is cheap from a mile away, and they’ll put your brand in the forgettable pile. Spend a little more and get more business in return.
Change it up. Don’t merely give things out at gatherings. Give those who refer you a cool device as a thank-you. Send a valued customer something in the mail that they really want to open. Giving someone a nice gift out of the blue is a quick way to create a bond. The old saying is true: surprise makes people happy.
Think about the seasons. Summer sunglasses. Fall coffee mugs. When the weather changes, wear glove liners. Know what your customers want before they ever say it. That’s how you stand out from the rest of the stuff that isn’t very good.
Finally, keep an eye on the findings. Did giving out those USB drives lead to more sign-ups? Great. If you’re just spending money and waiting for miracles, you’re not getting it. Try out different things in an A/B test and see what works. A great review from a consumer could give you your next best idea.
It’s hardly rocket science to make branded stuff. You only need a little bit of creativity, a little bit of empathy, and a little bit of common sense. Try a wiser way, and your advertising money will finally start to work for you.