As a business owner, you have probably handled your fair share of advertising campaigns. So, you know that they can do as much harm as good and that, sometimes, they can fail spectacularly.
Most people try to move on from such unsuccessful ventures as soon as possible. Wanting to do so is understandable since it allows them to focus their energy on a completely new campaign. However, for the new one to go better, it is important to take a look at what made the previous campaign fail in the first place.
Luckily, this guide can help with that. Don’t be fooled — this won’t be your usual guide. Instead of listing what you should do to make your promo efforts successful, we’ll tell you what mistakes can lead to a disastrous campaign. Then, we’ll give you advice on how to fix every step and help your business thrive. Read on!
1. No Clear Plans or Goals
The fastest way to destroy a campaign is to organise it just for the sake of doing so. Truth be told, not setting any clear goals is the worst thing you can do. Because, if you don’t know what you want to achieve with your promo products, how will you design and distribute them?
So, how do you fix this step? It’s quite simple. You just have to ask yourself some questions. What do you want to accomplish with this campaign? Do you want more traffic on your website? Or should the products be aimed at your existing customers and making them more loyal?
Answering these questions can help you plan your campaign smartly. With a clear goal, designing, ordering, and distributing the products will be easier than ever.
2. A Low Budget
While no one can expect you to spend all your budget on a single campaign, you still need to allocate enough funds to it. Failing to do so can lead to you buying subpar products that won’t show your business in a good light at all.
To avoid this situation, it is best to make promo products a line item for your business’ annual budget. Doing that will ensure that you always have enough money for advertising and that your products can truly represent your firm well.
3. Cheap Products
If you take a look at your competitors, you’ll see that there are countless companies out there offering inferior and cheap promo items. A big mistake that they make is finding a low-quality supplier and settling for them immediately, without thinking about what doing so means for their company.
Instead, you should think of custom printed products as your brand ambassadors. If they break as soon as people use them, your customers will connect that low quality with your business and the services you provide. What’s more, they will assume that you don’t appreciate and respect them at all if you’ve willingly chosen to give them such products.
So, you need to give yourself time to find a trusted supplier. Do your research, and spend your money on something worthwhile that will last a long time. That way, you will help people form positive associations with your brand.
4. Not Thinking of the Target Audience
One of the biggest errors business owners make is choosing branded items that they like instead of looking for what their target audience wants or needs. If you fail to give a customer something they like, your product will fall short and will just end up hidden in a drawer somewhere.
Instead, you should think about who your target audience is and what it needs/likes/wants. If you do that, you’ll make sure your products actually appeal to people and leave a great first impression.
5. No Good Distribution Channels
When you invest money into promo items, you need to have proper distribution channels for them. Otherwise, you will be left with thousands of items with no clear or easy means of giving them away. This situation can be really problematic if your items have a limited shelf-life, such as branded calendars or promotional sweets.
So, when you order your products, make sure that you also plan events where you can distribute them. You can go for exhibits or trade shows, organise giveaways, or make a postal campaign. Either way, you’ll have a clear agenda to stick to, and gifting the products will not be a problem.
6. Ineffective Branding
For promo products to be effective, they have to be catchy and memorable. While that is true for the items themselves, it is just as true for the message or design that you put on them.
Ineffective or boring branding can cost you a lot, as it can drive customers away from you. Thus, it is important that you think long and hard about what kind of message you want to send and what may be the best way to accomplish that.
7. No Follow-Ups
As great as promo items are, they are not enough to win over potential customers. To do that, you have to follow up one great promo item with another one. And in the process, you need to gain something else as well.
For example, imagine that you are taking part in a trade show. You have a booth, and every time someone stops by, you give them a free branded pen. To ensure that you really pique their interest, you can let them win an even bigger item (or a whole bundle) if they leave their info written in a form.
Now, this info does not need to be extremely personal or make them uncomfortable. It should just consist of a few questions that’ll help you tailor your next promo campaign to their needs fully. It’s a win-win situation. The customers get free items, and you gain important info that will help you step up your promo game in the future.
Related content:
Promotional Don’ts – Avoid These Mistakes
To Conclude
Branded promo products offer you a great way to advertise your business and appeal to a wide range of audiences. But to do so, these products need to be memorable, and the campaign itself needs to be well-planned and executed.
Hopefully, the guide above helps you keep track of what not to do. So, get to planning, find a reliable promo partner, and your newest campaign will be nothing short of a resounding success!
You may also like:
Personalising Promo Items: A Concise Guide
If you need even more info about mistakes to avoid in promotion or any other related subject, we are here for you. Give us a call at 0800 0148 970 or simply email us today.
