Promotions – Keep It Simple

From pens, to mugs, to wooden nickels, promotions can be found on almost anything. In today’s age of technology, businesses have to figure out how to make their brand stand out. Instead of trying to outsmart the competition, just keep it simple.

The most effective ideas will always be those that are easy to understand. If the message isn’t clear, the promotion won’t work. It’s easy to stick a company name or logo on anything but is it effective? The message has to agree with the promotion. For example, H&R Block has been known to use business cards that resemble a credit card. Their message is that if people use H&R Block, they will get money back. By appearing as a credit card, consumers will view using H&R Block as an investment that will all but guarantee getting money back for their taxes. The business card is still a business card, but the message is clear and simple.

That’s not to say having common practice promotions such as company pens is bad. It’s a very important marketing tool that is constantly switching hands. If you look on any account executives desk in America there will probably be a large amount of pens from an array of vendors. It’s an easy and inexpensive way to advertise. However, the pen cannot stand alone with a name or logo and be effective. There has to be an association or brand awareness. This isn’t something you can communicate with a pen or any small promotional item. There simply isn’t room for a lot of copy to communicate a message. In order to be effective, the promotion must represent what the company represents. Whether that means personally handing out a promo or creating a promo that is a representation of the company. For example, an ice company might give out free ice scrapers with its company name or logo on it. The ideas have to be simple, and have to be effective. Otherwise company dollars are wasted that could be used to effectively promote the product.

Promotional items should have the quality to last. The target has to have a reason to keep whatever it is you give them. Believe it or not, people love giveaways and receiving promotional products. Why is this? The number one reason is because they’re free. Who doesn’t like getting something they can use without having to pay for it? Also, if the promotion is specific to the target audience and its preferences, they associate your brand as unique and different from others in the same market.

It may seem like a complicated process to achieve a simple, effective promotion. Just remember it’s all about your target. They have to see your message exactly how you want them to see it. Effective promotions can turn the people you once considered prospects to consumers, but the key is having an effective plan. You have to know your target and how to raise awareness to your product. Though many see it as insignificant, promotional products can be the difference between meeting this quarter’s goals or not. Anything that displays your company or what you’re about is a way to increase your business. Even though it is just a promotion, treat it like a gift.