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It is so easy to get over-excited when it comes to promotional merchandise. You see what ‘YOU’ would like to receive. But would your target audience feel the same way about the items you choose?
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Buyer Personas
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Knowing your customer ‘buyer personas’ is key to finding the perfect promotional product for them, and it is not something that all companies think about. But what is a buyer persona?
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A persona is a ‘fictional’ character created to represent your key customers and can be split into segments. For example, a Marketing Manager may be a key buyer for your products, so you would have one specific persona for that client category.
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In each persona you include information such as their age, industry experience, purchasing authority, interests, buying habits, which marketing channels they respond to, any qualifications they may have, events they attend, any potential objections or ‘blockers’ they may have when it comes to buying your product or service, and then the value proposition and key messaging for when you market to them.
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What merchandise is best for your customer?
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For example, some Marketing Managers (a great buyer persona to start with) are keen lovers of the A5 Notebook (our Marketing Manager Nina is definitely a fan). It is sometimes preferable to write notes during meetings and conferences, then type up ‘key findings’ afterwards and send to the relevant colleagues. However, many companies promote a ‘paperless’ environment, so this is seen as a waste of paper, and also time.
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Let’s look at another example. Your client may be really tech-savvy, but you are the complete opposite.
You might look at a Wireless Charging Powerbank and not see the appeal, or even know that we could brand these! You may think it is too expensive.
But to any of your clients with a love for something techy and new, that is the perfect promotional corporate giveaway.
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2021 has seen a sharp rise in business many for technology companies, so spending a little bit more on giveaways for them may, in the longer term, bring in more money for your business too
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| On the other side, you might have a preference for merchandise that has longevity, but your clients may be more fond of ‘eco’ and sustainable merchandise. |
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For example, let's look at compostable cups, or merchandise which can be planted.
These options are not necessarily going to be on a customer’s desk for the foreseeable future, but could go a long way towards their (and your) sustainability objectives.
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Taking a step back from your own personal feelings towards promotional merchandise is key to getting that perfect giveaway.
Whether it be an eco product, or the latest tech, the most important thing is to really look at 'who' your clients are, and what they like before deciding on the merchandise you will be purchasing.
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To round up, we have listed below a few things to consider to ensure the promotional products you choose suit the needs of your clients and customers, and more importantly, make the best use of your marketing budget:
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1. Do you want to make an immediate impact or a long-lasting one?
2. What's the message you're trying to get across with your campaign?
3. Which promotional merchandise products mirror the messages embedded into your marketing campaigns?
4. Would the 'latest trends' for giveaways be of interest to your clients
5. Are your clients more interested in 'traditional' merchandise?
6. Is your target audience eco-conscious making more sustainable products the better option?
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Our trusted team are at hand to suggest products that will compliment your target audience and communicate the right message. Give them a call today on 01245 382600 or email [email protected]
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01245 382600
