The
problem is that many small business owners don't know the fine points
of the promo item form of advertising and don't maximize the
advantages it offers. Here are the first five of the 11 ideas for
using promos:
1.
Establish Employee Incentive Programs
Salespeople
like commissions, but thrive on recognition. Certificates and plaques
are yesterday’s news, though my business still does plenty of them.
Today you can affordably offer sales stars everything from customized
apparel to display pieces (crystal is always popular). Incentive
awards can backfire if they're cheaply done... a bigger investment
almost always is paid back in loyalty, or more sales.
2.
New Prospect Gifts
Combining
marketing literature -- like a capabilities brochure -- with
promotional products is one of the surest ways to make a good
impression on prospective customers. It's difficult to get in front
of a person even once, so make sure they remember your
name/website/phone. Make a good impact with a useful item and your
promo products can pave the way for productive follow-up contact and
a better sales conversion rate.
3.
Use Promotional Products to Launch New Products or Services
It’s
important to make the launch of any new product or service memorable.
In a good way. If possible choose an item or a graphic on the item to
point out your new offering's unique features or demonstrate its
benefits.
4.
Promo Items Increase Expo/Trade Show Traffic
Trade
shows are ideal venues for making a big impact. But don’t wait
until the week before the show before thinking about what kind of
trade show promotional items to distribute. Instead, count on the
turnaround times mentioned earlier.
5.
Reach Out to Inactive Accounts
If
you have lost customers or there's been a lull between orders,
promotional marketing products are an excellent way to re-establish
contact, rekindle that relationship, and bring your company
top-of-mind once again. They won't repair ill will, if there is any,
but it might also be a door-opener for a conversation about how/why
the client lost touch.
Look
for Part II and the rest of the top 11.
Photo by Inokentii Rybtsov , used with permission.
