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The Five Ways of Business Gifts |
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Every journalist or first form student knows about the Five W’s – the who, what, when, where and why that tell you all you need to know in a news or short story. |
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| Author: Gareth Parkin |
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Why are you creating a promotional campaign?
The first question you need to ask is why – what is the objective of your promotional campaign? Everything else depends on the specific objective that you are trying to reach. Your objective may be to increase name recognition, to increase overall sales or to increase sales of a specific product, to woo new customers or to bring back customers who have not made a purchase in some time. These are only examples of some of the more common reasons that people choose to use business gifts. There are dozens of other objectives. The more specific your objective, the more appropriately you can choose business gifts to fit it.
Who is your target market?
The first question you need to ask yourself when designing the marketing for a product or service is “Who am I trying to reach?” The answer to that question will help you aim your marketing and answer the rest of the questions. Suppose you’re designing the marketing to increase sales of two year service agreements with new washing machines at your appliance store. The question that you need to ask is “To whom do I want to sell service agreements?” The answer, of course, is any customer who purchases a new washing machine from our store.
What will appeal to your target market?
Once you know the target market for your business gifts, you can create a profile of them to help you choose incentives and business gifts that will appeal to them. In the example we’ve been using, you know a lot about your target market already. The fact that they’re purchasing an appliance hints at quite a bit – they’re likely to be homeowners, for instance. What might appeal to homeowners who have just purchased a new washing machine from you? Some of the answers might include a home repair tool kit, a book about home repairs or – on a totally different tack – a home entertainment product like a new CD or DVD player.
When will you give out the business gifts for your promotional campaign?
While the answer might seem obvious, there are actually several possibilities, even with the example we’ve been using. You might, for instance, give your customers their free gift when they sign the contract – or upon registration of their new product for service. Think about the behavior that you want to reinforce, and apply it to the timing of the business gifts that you choose.
Where will you deliver your business gifts?
Where and how the business gifts will be delivered will play a part in the items that you choose as promotional items. If they’re to be given out in store, for example, you’ll need space to store the items. Larger promotional items may be out of the question if you don’t have warehouse space for a few hundred promotional CD players. If that’s what you really want to use, though, you may choose to deliver the CD players by mail or delivery service directly to the customer home and use a fulfillment service to manage the shipping.
About Author
Gareth Parkin is the co-founder of Ideasbynet, the UK's largest online source of promotional stress toys and other promotional items. He has taken
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