TIPS ON PROMOTING YOUR BRAND AT CONFERENCES

How To Get it Right and The Worst Mistakes

We all make mistakes, but we can all get it right. Look at what is happening in the USA at the moment, Trump and Clinton are getting their message perfectly right and have hit their target market correctly - even though most of us can’t understand why! People are responding to their marketing campaign. You can sell anything if you get it right.

We all want a return on investment right? Promotional merchandise is like any marketing tool, including TV, radio, press. It needs to have purpose and objectives. If you get it right your target market will be promoting your brand for a long time to come by using your branded product in the office, on the streets and wherever you want it to be seen. If you get it wrong however it will be put in the bin, given away or put away in the cupboard and never used.

Promotional Merchandise: The Top 3 Mistakes

Let’s start with the top 3 mistakes commonly made with promotional products.

1. Picking a product because YOU like it

Picking something you think is fun and appeals to you instead of what suits your target market can be disastrous. Even in our business we will say we love that product and then wonder why nobody else does.

Never think of yourself, think of the end user and even then don’t limit yourself specifically to your target market as the right product can go beyond your target market and attract a whole new demographic. The key question every potential customer or client asks is, “Do I need or want this?”. So you have to help them to see themselves using it (without explanation).

Here are the top things people will keep and take home from a conference:

• Attendee Specific Relevant Information
• Electronics
• Attractive clothing
• Anything for children

Here are the top things people will throw away before they leave a conference:

• Printed collateral
• Anything that won’t pass airport security

2. Waiting until the last minute

….and sometimes settling for second best or nothing at all. Lead times vary but if you want to make the most of overseas production and prices you need to allow 8-10 weeks for sea freight. You won’t miss out on good ideas and good products if you only have around 2-3 weeks and there are many last minute ideas we can do within a week but you also need to allow time for delivery. Example: Western Australia can be up to a week in delivery time.

3. Make the most of your brand

Don’t settle for bland or generic designs. Take for example a conference bag;
There are literally thousands of options at different price points. Before you select one, do this quick exercise. Think of three or four of your top clients or typical attendees.

Would they truly want the bag you are considering?

Why would they want to take it home after the event?

Let that be your guide. Here are some suggestions and a few free ideas!!

• 1. Avoid any bag design that’s commonplace, boring and forgettable.
• 2. Think style first and marketing second. Go for attractive colours, interesting fabrics and a stylish look. Surprise attendees with the design.
• 3. Bigger isn’t better. Remember, attendees have to carry it around all day.
• 4. If you display a logo, make sure it fits the design and doesn’t look stuck on.
• 5. Don’t put a date on it! That makes the bag outdated the moment the event’s over.

Promotional Merchandise: 5 Ways To Get It Right

Let’s finish with the top 5 ways to get it right: this image is the right image (no matter how obscure). It doesn’t matter how young or old you are everyone knows Old Spice... because they get it right.

1. Determine your budget

For each financial year for promotional merchandise and at the start of each campaign from that budget.

The ROI on promotional products delivers a better return on investment than radio and outdoor advertising, and is equal to TV and print and cheaper. One of the more staggering statistics on branded promotional products uncovered is on how they can change buyer habits. Many consumers are willing to switch their brand in order to receive a free promotional gift. So well worth budgeting correctly.

2. Who is your audience?

Cater your product to your audience. It’s not just about budget. It’s also about interest and personality. If you get it right your products will take you way past your target market.

3. Plan in advance.

Planning campaigns in advance will keep you from running around like a chicken with its head cut off, trying to scramble last-minute details together. Not only will you be able to make your purchases with confidence, but you will also be giving yourself time to plan for things like shipping delays.

4. Make it brand-relevant

Enough research has been done to establish that promotional products can elevate customers opinions of your company; but, a faulty or cheaply made promotional product can give a negative impression of your company, even though it is a free giveaway.

The bottom line is that the promotional products you give away should have a positive impact on recipients. Remember that research shows (on average) that recipients will keep promotional products for a year or longer and a good portion of them keep it for 3 or 4 years. It’s better to invest a little more in a quality promotional product to ensure that it does its job and represents your company well for the long haul.

5. Call your promotional merchandise expert to make it happen

There are many reasons to call your promotional merchandise expert at You’ve Been Promoted (in fact we could write a whole blog post about it…). In-short; a qualified promotional consultant can add creativity, innovation and imagination to your overall program to achieve your desired goals. Many online services show you the products they want to sell; a qualified promotional consultant will listen to what you want and help you find the right product for your needs.