Below-The-Line Advertising – The Power of Promotional Products
Below-the-line advertising is a style of marketing where rather than using mass media, you connect with your target audience at a more one-to-one type of level. It can be exceptionally powerful because not only can it have a stronger impact and be directed at a carefully planned audience, but its effectiveness can be very easily quantified. Below-the-line advertising is also popular because you can execute these strategies yourself, without having to use an advertising agency and any media outlets, so it can cost significantly less than the “above-the-line” alternatives.
One excellent device that can be used as a below-the-line advertising aid, is to get some promotional products made up. These can be almost anything, so you can come up with some really creative and novel promotional merchandise. Whether these promotional products are given away free as corporate gifts or whether they come with a purchase, branded bespoke products can be one of the most effective ways to get your brand seen and remembered.
The key to using promotional products well is to do something that will really appeal to your target market. You can choose merchandise that is silly or funny to stick in people’s memories, or something really useful that is relevant to what you do – every time they use it they will see your logo, reaffirming the positive attachment to your brand in their minds. You can even have your gifts personalised if you are planning to send them to distinct people you really want to impress.
Of course, one of the main reasons why promotional products work so well is that everybody likes to feel like they are getting something for free and somebody is more likely to like something they have been given as a gift than something they have paid for. It makes your customers feel like you as a business like and value them, and want to reward their loyalty. This can be used as a pure marketing gimmick, or as a way of temporarily driving up sales by offering the promotional items as free gifts with purchases. Giveaways can really help to launch a new product.
Plenty of companies offer bespoke promotional products you can order, and this can often be done very cheaply. If you are short on ideas for what sort of items would compliment your brand as gifts then looking through some of their websites may inspire you towards the perfect choice of promotional gift.
