Business development 31 October 2016

Using promo gifts alongside social media for more effective marketing

gift card
Good promo gifts can have a lasting impact on customers
Here, managing director at promotions firm EMC Ad Gifts, Simon Kay, tells Business Advice readers how promotional gifts can add real value to a small business? overall marketing strategy.

As a small business owner you can’t ignore the point that’s hammered home by every marketing professional out there you need social media or your business will fail.

A digital presence is crucial, but it’s not the only marketing outlet youll need in order to see real results. Relying on the occasional Tweet would be professional suicide.

Youll need to be offline as much as you are online for a comprehensive and successful marketing campaign, and the digital world of social media strongly overlaps with that of promotional (promo) gifts.

Promo gifts, like branded water bottles, calendars, etc. rank right up there with maintaining a strong social media presence. Here’s how:

Both require interaction

Your social media lives and dies by the engagement you receive. If nobody reads your updates, you might as well be whistling in the wind.

So, start a conversation and interact with those youd like to do business with as well as those already on your books.

The same goes for promotional gifts, which are the perfect outlet for engaging both new and existing clients. it’s a prime way to interact with those who are interested in your business, and stir discussion.

Both can make a lasting impact

What’s the best promotional gift you’ve ever received? The fact that you can remember it shows you how much of a lasting impact they can make. It might be a branded calendar that hung in your office for months, or a pen that felt so comfortable you kept using it for years.

you’re certainly not in the minority. A recent survey revealed that 66 per cent of people can remember a branded promotional product a year after receiving it.

While social media may be fleeting in the sense that a Tweet will be remembered for a few seconds, you can nonetheless use social platforms to seriously build a reputation that gets remembered for the right reasons. Look at Lynx championing men’s mental health, or Disney’s charitable #ShareYourEars campaign, for example.

Both can effortlessly target demographics

The worst aspect of traditional marketing is it’s just so broad. This is a strong selling point for both social media and promo gifts, both of which can be used to target the right market with pin-point precision.

Facebook and Twitter ads can be directed to appear on the feeds of highly specific audiences age, gender and interests can all be determined.

Likewise, certain promotional gifts play well with certain audiences. A pen may have broad appeal, from students to businesspeople, but a goofy USB stick shaped like a cartoon character very obviously appeals to younger demographics. Choosing wisely means you can naturally appeal to your key target market.

Both reinforce brand recognition and awareness

The main purpose for both social media and promo gifts isnt to drive sales, as it’s notoriously difficult to drive sales solely through these means. The real bonus to them is that they have a psychological effect on people namely, they reinforce brand recognition, raise brand awareness and increase brand loyalty.


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