Consider your Facebook advertising strategy and targeting options before placing your next local media campaign, to maximize effectiveness and ROI.
Facebook continues to update their advertising platform to garner more advertising dollars. According to eMarketer, Facebook will receive 30% of mobile advertising spending in 2013, which is second only to Google. Read more
Using promotional products can be an effective advertising strategy for your new store, but choosing items useful to your customers can ensure the “free stuff” you’re giving away is worth it.
To the non-believers, they’re sometimes called “trinkets and trash.” You may know them as “ad specialties,” “promotional items” or even “tchotchkes.” But, whatever term you use to describe them, branded giveaway items can add some serious excitement to your next grand opening.
As I’ve said time and time again, people love getting free stuff! And, with branded items, you have an opportunity to fulfill that desire, while increasing top-of-mind recall and overall awareness of your brand or store.
If you’re on the fence about whether or not promotional merchandise is worth the investment, consider these statistics from the Promotional Products Association International (PPAI):
- 8 out of 10 consumers own between 1 and 10 promotional products; 6 out of 10 keep them for up to two years, and more than half (53%) use a promo item at least once a week
- If free promotional items were being handed out by an advertiser at an event/mall/tradeshow, 69% of respondents would pick up a promotional product if they found it useful
- In terms of brand recall, 88% of respondents recalled the advertiser associated with a promotional product received in the past 12 months; recall of the advertiser associated with a newspaper or magazine ad, read just a week before, was already down to 71%
Still not sure? In a separate study, L.J. Market Research found:
- More than half (52%) of their respondents did business with the advertiser after receiving a promotional product
- Of those who had not done business with the advertiser, almost half of the respondents indicated they were now more likely to do business with them
- 52.1% reported having a more favorable impression of the advertiser since receiving the item
- 55% generally kept their promotional products for more than a year
- 73% of those who used the promotional product stated they had used it at least once a week; 45% had used it at least once a day
OK. If you’re still with me, I’m going to assume you are now either a convert or an existing believer in the power of branded promotional products.
Now, it’s time to start determining what item (or items) you plan to give away. Keep in mind, low-cost items can be great door prizes (e.g., the first 50 or 100 customers). But, if you find a more costly item that perfectly fits your store and your brand, you can always incorporate them into contests or drawings during your grand opening celebration.
Whether you know exactly what you want to give away or have just started the brainstorming process, here are four key considerations to help guide you in your quest:
1. Find a reputable ad specialties company
Don’t believe everything you read on the Internet. I urge you to find a trusted partner to help you navigate the waters of the promotional product and services industry. Ask for references. Even with their commission, a “broker” will almost always save you time and money in the long run.
2. Start planning now
Today, a substantial number of promotional items are manufactured overseas. Be sure to allow plenty of time for development, design approvals, manufacturing and final shipping.
3. Brand it
If you can’t put your logo on it, what’s the point? We’re talking about party favors here. You want to find the perfect “branded” promotional item that will keep you top-of-mind with your customers.
4. Be relevant
The British rockers, The Kinks, once sang “you gotta give the people what they want; the more they get the more they need; and every time they get harder to please.” So, how can you please them? According to the PPAI, the main reason consumers keep a promotional product is because they find it useful. Fortunately, there are literally thousands of items to choose from right now – with more being developed every day. Find something that relates to your brand. Or, at the very least, find something that would be meaningful to your customers and then be sure to put your brand on it.
I am hopeful I have given you enough input to get your own creative process started. Keep it fun and welcome ideas and suggestions from anywhere within your organization. No one has the market cornered on a good idea.
And, whatever items you decide to give away during your next grand opening, don’t forget to let people know you’re doing it – in press releases, radio promos, ads and more.
Remember – nothing gets customers more excited than the promise of free stuff.
Consider using direct mail to create a special invitation or custom gift for your new store’s grand opening.
So, you’re getting ready for your new store’s grand opening and it’s very important to you that certain people come: local celebrities, politicians, community leaders, business leaders, the media, etc. Direct mail is a relatively inexpensive way to reach these folks and can be a great motivator. Read more
With one-third of consumers trusting online reviews over advertising, it is important to engage with these comments to drive traffic to your new store.
According to Forrester Research, 32% of online consumers trust a stranger’s opinion on public forums or blogs more than they trust branded advertisements and marketing collateral. Read more
Product giveaways and contesting can offer a unique, exciting way to amplify your local media campaign.
A giveaway should generate excitement, buzz and most importantly … traffic to your business. Read more
A great TV commercial can do a lot to push your new store’s message to a mass audience very quickly.
Here are a few ways to guarantee that your commercials are the most effective they can be in getting the word out: Read more
Less advertising, more door-to-door might be the ticket for your new store.
Unless you’re a specialty store, offering a one of a kind shopping experience that people are willing to travel for, most of your new store’s business will come from your neighbors. That’s why it’s so important they get to know a little bit about you before your grand opening. Particularly, if you don’t have the budget to do a lot of advertising. Read more
Radio remotes can be a great part of your new store’s grand opening strategy, but the most effective ones require your involvement.
First of all, I have a confession to make. I love a good old-fashioned, well-executed radio remote. As I’ve said in other posts, remotes can be great, cost-effective ways to build excitement around a store launch. Read more
The best way to reach multi-tasking consumers is through a multi-layered local media approach.
Consumers no longer just sit and watch television or play video games. They are also multi-tasking simultaneously with laptops, mobile phones, tablets and gaming consoles. They are looking for information, communicating with others and enjoying alternative entertainment all at the same time. Read more