By Karen Fischer, Principal, RK Fischer & Associates

What is promotional marketing? Most would agree that promotional marketing is strategy that companies utilize to stimulate customers to make a buying decision. This can be in the form of prizes/giveaways, contests, calls to action, coupons or many more activities. At the end of the day not only should the companies be trying to stimulate a buying decision, but should also be looking to have their company and brand recognized more than their competition. Also included in promotional marketing are the actual promotional items that can be utilized in the promotional activities which give way to company branding.

It is as important for small businesses to utilize promotional marketing as much or more than the large corporation because in most cases we already know their company and their branding. It is understood that the small business cannot afford the same level of promotional marketing due to budgetary constraints, but there are definitely ways to make sure your company name and your brand are recognized to meet not only your budget, but to get the return, recognition, and prospects you want.

Direct Marketing is a very effective way to utilize promotional marketing to get your brand recognized externally and generate leads. The next time you run that contest online or use print advertising and give away a high end gift to attract leads, look at the option to brand it with your logo. The winner cares about the gift for their participation; they do not care if it is branded with your company logo. Every time the person uses the promotional item, it will be seen and recognized not only by themselves but by others that might see it and ask about the company. The same is true about the use of promotional item as a call to action for a direct mail campaign or as a giveaway at an event such as a trade show or conference.

For a small business, your employees can be your greatest ambassadors, especially those that travel or visit customers on a regular basis such as sales and service personnel. Promotional items can be utilized by employees to promote the company by wearing and using items that are branded with the company logo and taglines such as shirts, jackets, briefcases, or portfolios. Whether we admit it or not, we do tend to notice and it sticks in our minds when we see a company logo over and over. I am very aware and remember the people who attend my networking groups that wear their company shirts. Think of this as basic advertising for your business. Employees should also wear branded items at events to show their company pride and brand. The days are gone of suits and ties standing in a trade show booth. It is less intimidating to talk to the guy in the khakis and golf shirt with a company logo than the suit, even though it is apparent they are both trying to sell you something.

One use of promotional items that is underutilized is that of employee recognition. Think about when you reward an employee through winning a contest or for special performance next time to think about providing something that you have engraved with your company logo. This can also be done for employee gifts for holidays as well.

If you happen to belong to the Chamber of Commerce, Board of Trade or any other Non-Profit Association, at one time or another you will be asked to sponsor or provide giveaways for an event such as a golf tournament. You get to decide what gifts to choose so why not provide something that has your brand on it for them to remember. Instead of just a golf bag or club, why not have your logo engraved on it.

The key to using promotional items anywhere is choosing the appropriate gift or giveaway. Too many times companies buy really cheap giveaways that end up in a drawer. Instead of giving something to everyone that no one will remember or use – choose the prospects or customers to receive a gift. Better yet, choose the occasion of why they are receiving the gift, whether it is when they sign a contract, are just a valued customer to remember at the holidays, provided you with a case study/press release, or just happen to be the right targeted prospect that walked in your booth. You want the receiver to remember your company and your brand, versus handing one out to everyone. The more unique and appropriate the gift or giveaway, the more memorable it will be. A couple of the best gifts I have received from vendors and use the most is a 256 Gigabyte portable backup drive and a USB hub that has 4 additional ports. I carry these with me everywhere and use them every day in my office. I have been asked several times where I got them and told them about the companies that provided the gift. One conversation ended up in providing the company a referral.

The use of promotional marketing and promotional items should be part of your marketing plan and budget just like any other marketing activity. Just don’t forget the next time you are developing your marketing plan to try utilizing promotional marketing and promotional items, as brand and company recognition are even more important to small businesses in gaining traction and new prospects.

RK Fischer & Associates is a small business consulting and advisory firm which serves Canadian small businesses and is located in the Toronto GTA. Visit us at www.asmallbusinessconsultant.ca, to see how we can help you with your small business requirements.