Harry ItzkixPromotional Marketing: Most Common Mistakes
Promotional marketing can be a fantastic way to make sure that your brand gets exposure. However, just because it is a great venue, does not mean that everyone is always using it correctly. These are a few of the more common mistakes that people make when it comes to promotional marketing.
Not distributing effectively
Oftentimes distribution plans are not fully completed or followed as was initially intended. For example, if you order 3000 pens each year to give to your customers, but end up with 1200 leftover pens at the end of the year, something is not going according to plan. Perhaps it was a lack of interest, perhaps it was ineffective distribution, but whatever the problem was – there was a problem. Make sure you plan and follow through.
Listen to what the people want
One of the biggest problems with promotional marketing is that people often become creatures of habit. Companies will give out mugs and pens, simply because “that is what we have always done.” Just ask yourself when the last time was that you requested feedback from your employees or customers that are important to you. Ultimately, it is not about what you want to give out, but what others want to receive.
Remember that price is not everything
The moment that you distribute promotional materials, it becomes sort of like your little business ambassador to the rest of the world. The goal is to have a product that customers (and especially potential customers) are going to look at and help them remember you fondly. However, if you give out a pen that barely makes it past the first day or a product that falls apart the moment someone looks at it, chances are that they are only going to remember you as being cheap. If you are going to spend money, it does not have to be the biggest, most expensive version of a promotional gift, but make sure that you do not skimp on your product.
Not handing your promotional material to the right people
Once we have our promotional items, it feels great to give them out. However, never forget that we want to appeal to prospective and current customers. While giving some of the promotional items to people that you are not actively marketing to may create goodwill, it is important to ask yourself whether or not it is worth the money that you are going to spend giving out these materials without getting business for it in return.