How To Use Stuff With Your Brand On It

(By Gil Gerretsen) There are a lot of foolish companies who buy stuff with their brand name imprinted on it, then pass it around to everyone they meet, and in the process think they are doing great marketing. Most are NOT! Here is why.

Promotional products, also referred to as advertising specialties or swag, are generally used to remind prospects and customers about a business and build favorable attention. However, these promotional products are not much good if misunderstood or deployed in the wrong way.

Before proceeding, let me emphasize the difference between marketing, sales, and customer service (retention):

Marketing is the process of securing the interest of potential new customers,

Sales is the process of converting those new leads into paying customers, and

Customer Service is the process of retaining and optimizing those relationships over time.

More often than not, promotional products are given to people who already know the company. Branded giveaways serve to endear the company to people who already know and like them. In most instances, that makes them a sales or customer service (retention) tool rather than a marketing tool.

However, if you change your thinking and approach, you CAN convert them into a marketing tool and customer acquisition tool that will drive new leads into your prospect funnel.

The key element to consider is what your gift recipient would use in the presence of someone else who might be a potential customer.

It should trigger a "Hey, what's that?" conversation that requires telling a story that includes your business. If no conversation happens, then the promotional product gift is a waste of money.

For example, how many branded pens have you received over your lifetime? Has anyone ever asked you about one of them? Has that generated business for the issuer of the pen? Probably not. I have a bunch sitting in my office drawer. I appreciate the free office supplies, but it doesn't cause me to pick up the phone and tell a friend about the thoughtful person who gives away free office supplies. I just use it until the ink runs out and then toss it away.

So, try a different mindset. Think about WHAT people use or do when in the presence of other people who might be a fit for your business. Focus on a venue where they might gather. Perhaps at an industry event or networking event.

For example, I never gave people free pens, but I HAVE given them pocket/purse sized "Networking Booklets" that they could use to make quick notes about people they meet. They stick the business cards into each little page and then jot a brief note about that person. Someone looking on often asks a question about that booklet and process. Bingo, a conversation about BizTrek happens.

Here's your call to action. Go look at the stuff you give away. Why? Does it create the right kind of conversations? Could you teach recipients to use it differently? Could you use something else that would get the right people talking about you when you are not around?

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