Promotional Products Hit the Right Notes with Your Target Audiences

With a quick scan of your desk, countertop or closet, it’s likely you’ll see one or more promotional giveaways or gifts from a range of companies or organizations: those you support or already know, and those who might like to know you better.

You’re not alone. North Americans – men and women – own an average of nine or 10 ad specialties, according to the Advertising Specialty Institute (ASI).  

Icon set of promotional gifts and souvenirs.

Marketers have long known that logoed items are a cost-effective way to generate brand awareness and good will among their target audiences. Per ASI:

  • 85% of consumers say they remember the advertiser who gave them an apparel item, like a shirt or hat.
  • Consumers are nearly two-and-a-half times more likely to have a positive opinion of promotional products compared to internet advertising.

Tried-and-true and on-trend

Perennial favorites, like writing instruments, bags and drinkware, are typical giveaways for events or tradeshows.

You can update these go-tos with materials that match the preferences of your guests, customers or employees. Consider bamboo pens and cotton bags for all, or leather cell phone wallets and steel tumblers for promising prospects and peak performers.

Tip: Use “usefulness” as a guide, as practicality is the top attribute of a promotional product for about eight out of 10 consumers followed by attractiveness, especially if it’s wearable. USB drives and mobile power banks, are also appreciated. Nine out of 10 say they’d keep both because they are useful, says ASI.

The opportunity has grown for logoed apparel that can be worn in and out of the office with relaxed dress codes in the workplace populated by more Millennials who may prefer informal dress. A stylishly muted tone-on-tone logo placed on a quarter zip sweater, lightweight Henley or fleece jacket is a step up from jeans and t-shirts while still comfortably casual.

Strategic direct marketing

Promotional marketing is moving from tactical to strategic to generate leads or gain referrals. Enclosing a promotional product in an envelope or box to create a lumpy mailer capitalizes on a natural curiosity to want to find out what’s inside.

Choose an item that resonates with your target audience by matching their interests and be sure it supports your offer.

Here’s an example: For a membership drive, a high-end health club might send a brochure and cooling towel to a list of homes within a 20-mile radius, featuring a creative call-to-action: Step out for our Open House and save $100 on your first-year membership.

While there is always a place for brand awareness generated by inexpensive giveaways, a lumpy direct mail campaign should include measurement. Tracking the mail response rate and conversions will help you determine success.

Contact your local Allegra Marketing Print Mail location and let our promotional product pros do the shopping for you. With thousands of items from which to choose, we can save you time and money. P.S. Direct mail marketing is our specialty, too!

5 steps to retrieve inactive customers

Increasing sales is often associated with gaining newer customers, but customer acquisition statistics show it is much easier to sell to your existing clientele. It costs at least five times more to gain a new customer than it does to sell to an existing one.
5 steps to retrieve active customers

 

 

 

Looking at your existing clients, segment them into active and inactive clients. To be able to make a clear distinction between the two types of customers, it’s necessary to figure out what is the average lifecycle of an active client. The lifecycle of a customer will depend on the types of products or services you offer.

Before you count out the inactives as part of your company’s natural churn percentages, try these five steps to re-engage them.

  1. Define who those inactive customers are. Once you have this list, there will be additional segmentation you will be able to do. If you have collected information about what they purchased from you, you can group them by product. This will help you tailor a meaningful approach to re-engage them.
  2. Determine why they left. A good way to find out why a customer has stopped or paused their buying is with a survey or a phone call. Some companies start these phone conversations by saying they are part of quality control program and would like to find out how the products are working out or are calling to update their existing contact information.  Whatever approach you choose, the important thing is to be able to reconnect and find out if you can address their reason for leaving.
  3. Set up a contact strategy. Once you have reached out, you should be able to determine which of these customers is open to being engaged again. You can add them to your monthly mailing lists for printed communications, text messaging strategy, or even a personalized message tailored specifically for them.
  4. Develop a “win back” offer. There are many different offers you can test when it comes to winning back your inactive customers  . For example; offer exclusive discounts for returning customers or provide a free trial for a newer product. If you have segmented the group of inactive customers by products purchased, you can conduct A and B testing with your offers and to each group offer something different. This will allow you to see which offers perform the best.
  5. Take care of your newly re-engaged customers. Now that you have gained the attention of some of your inactive customers, it’s time to focus on their needs. Use different strategies to show them you are grateful for their time and business and always deliver a positive customer experience. Some companies use personalized postcards to thank clients for their business. Others use loyalty programs that accumulate points and offer rewards every time the customer makes a purchase.

Find out more about reviving inactive customers by contacting Allegra Marketing Print Mail. Allegra offers a variety of business services to help your company grow. Together we can establish strategies that support your business goals. Contact your local Allegra location to discuss the options available to step up customer loyalty, retention, and re-engagement programs!