All marketing campaigns have one goal in mind – to make the featured product, service or company first choice in its field, to outflank the competition and achieve ‘first in class’. This means that when a potential customer has a need to be met, their first thought will be to contact that particular company for that product. The best case scenario is for a brand to be synonymous with a given product type. Take ‘Biro’, ‘Hoover’ and ‘Coke’ for instance. These brand names are used every day in place of the generic words of ‘ball pen’, ‘vacuum cleaner’ and a certain type of carbonated drink (other brands are available!). These brands have been around for the long haul and become synonymous with the product, but still these companies continue to promote and market their brand, with a whole raft of methods, invariably including promotional gifts in the mix, because it keeps the brand fresh and ‘out there’ and in the hands of customers old and new.
Other brands, such as ‘Virgin’, ‘Tesco’ and ‘M&S’, are well known household names which have diversified their core business on the back of the strength of the brand. Because these brands are well known and trusted, people generally believe that whatever goods or services they provide, they will all have the same quality and integrity associated with the brand. This is the huge value of brand awareness.
There are many more businesses, both new and well established, national or locally based who enjoy something of this kind of credibility in the eyes of the consumer. Any business needs to build brand awareness within their target market in order to grow and become well established. There are many ways in which to do this, but a tried and tested method is by using promotional merchandise. This can take the form of point of sale branding, added value in terms of a free gift with purchase, speculative mail outs, mass distribution at exhibitions, road shows, conferences, meetings and all other kinds of promotional opportunities.
Some of the power of promotional items lies in their relevance to your product and usefulness to your customer. A well chosen promotional item will portray something of the nature and/or the quality of your company’s products or services, and impart contact details and marketing messages. They may be stand-alone gifts or part of a comprehensive suite of promotional merchandise, perhaps with a linking theme, supporting your corporate colours and logo, and targeted at diverse or specific identified target groups. Getting promotional gifts into the hands of your existing and potential customers works towards building and strengthening brand awareness where it will have most impact. The more often they see your branding and associate it with the carefully chosen quality, usefulness and perceived value of your promotional items which reflect your company ideals and aspirations, the more likely they will come to you first when they require your products and services.
How to choose the perfect promotional gift for your marketing and branding campaign? Well that’s another article!
PG Branding offer an amazing collection of promotional merchandise so you can select the perfect promotional gifts for your campaign. We have many years of experience in supplying printed and personalised promotional products to companies large and small right across the UK. Take a look for yourself and take another step towards promoting your company, building your brand and increasing your bottom line.
If you would like to discuss ideas, do get in touch with our friendly and experienced customer service team who will be happy to help you choose the perfect item for your brief and make best use of your budget.
©A. Cronin for PG Branding 2009
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