One of the best ways to make your business more successful is a detailed marketing strategy. Laying out your marketing campaigns for the year will ensure you’re consistently working on promoting your brand, and using promotional products to supplement your campaigns can make them even better.

If you’re not sure how to really use your branded promotional products to your advantage, don’t worry. We’ve created a guide that breaks down the Who, What, When, Where and Why of promotional marketing, so you can be sure to create successful campaigns that drive positive results for your business.

Who is your target audience?

One of the most important ways to incorporate promotional products into your marketing strategy is to think of your target audience. When selecting your branded merchandise, think of who you want to attract.

Choosing products that your target audience would find useful helps to increase the longevity of your promotional merchandise, as useful products are more likely to be kept, meaning more exposure for your brand.

Think about the age of your target audience. If you’re targeting a younger age group, try some more high-tech products like branded portable speakers or wireless phone chargers. Think about what your target audience is interested in. If you’re hoping to appeal to people who are interested in health and fitness, try fitness-related promotional products such as branded pedometers or promotional sports bottles.

What are you trying to achieve with your marketing strategy?

Every successful marketing strategy needs a goal. Whether you’re trying to gain some new business, promote your new product or even build brand awareness, having something specific to work towards can help make your campaigns more useful to your business.

When designing your branded promotional products, keep this goal in mind. If a big part of your strategy is to encourage more people to contact your company, make sure your contact details are especially prominent. You could even include a call to action on your products that encourages potential clients to get in touch.

When are you planning to implement your marketing strategy?

Another way you can tailor your promotional products to your marketing strategy is to consider when your campaigns are starting. You can then pick up some amazing seasonal products that work in perfect harmony with your campaigns.

Think promotional frisbees, printed can coolers, custom caps or even branded beach towels for summer campaigns, and promotional advent calendars, branded hand warmers and thermal travel mugs for your winter campaigns.

This will not only mean your marketing giveaways are more useful, but switching up your promotional products will also ensure your marketing campaigns remain fresh all year round.

Where are you going to use your promotional products?

Another important part of your product marketing plan is deciding where you’re going to use your branded items. This will help inform your decision on which products to go for, and you can then tailor your merchandise to your needs.

For example, if you’re planning on implementing a mailing campaign, the products you choose should be small and light for easy packaging and distribution. Branded pens or promotional fridge magnets would be ideal for this strategy, as well as many other lightweight products.

Or, if you’re going to use your promotional items as marketing giveaways at your next event, go for eye-catching and unique products that will draw people to your stall, and leave them with a lasting impression of your brand.

Why are you using promotional products?

Promotional products should be used to enhance your marketing campaigns, so you should always know why you are planning on using promotional products in general. The products you choose should help you achieve the goal of your marketing strategy, whether it’s more website traffic, more phone calls, more visitors to your store or location, or something else.

This also applies when choosing specific products. Consider how the products will represent your company and what they say about your branding so you can choose a set of branded items that are aligned with your business.

Remember, if your promotional products seem out of place to you, they may also seem out of place to a potential customer, so you should only choose products with specific reasons behind them.

For example, if your company produces beauty-related products, choosing items like branded conference binders would not mesh well with the rest of your marketing strategy, and your promotional giveaways would stand out for all the wrong reasons. Instead, try promotional mirrors, branded nail files or even custom nail polishes for a more cohesive marketing campaign.

Get in touch

If you’re planning on using promotional products in your next marketing campaign, we’re here to help! We can help to build you a bespoke package of promotional products that are just right for your business needs, so give us a call or fill out our online contact form and a member of our team will be able to talk you through all your options.