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Consumer Engagement with Promotional Products

By: capturecode | Dec 20, 2012

Adding promotional products to your company’s marketing mix can be a great way to create excitement for your customers.  Marketing campaign giveaways, free promotional products, fun sales contests and other prizes that customers can win, can be an effective strategy to draw the attention of prospective customers into your store, and keep them wanting more.  But can giving away too much for free have negative consequences? What value is created when you give away promotional products to loyal customers?

In advertising, properly allocating a budget dedicated towards promotional marketing campaigns is important to create strong brand affinity with consumers. Maximizing the brand’s’ outreach through branded promotional products rewarded directly to your customers or by offering your premium customers valuable deals can be a costly strategy to implement.  Engaging your customers is an ongoing process which may not show notable results to total revenues in the short run, yet expanding your marketing mix to include mobile marketing campaigns to complement promotional giveaways, can be a key driver of long term profitability and contribute significantly to brand awareness.  The value proposition should be unique enough to separate your brand from competitors, yet attractive enough to lure in new customers with an appetite towards future paid services.

Alternative tactics by large companies use product placement to promote their brand.  Companies strategically place their products in Hollywood blockbuster films to catch the audience’s attention in hopes that they purchase their product.  This can be done without deteriorating the brand’s image for other marketing services in a similar manner.  A mobile marketing business can hire actors to use smartphones displaying the logo prominently in a commercial that facilitates an example of a simple payment transaction process between merchants and patrons.

When deciding on which promotional items or settings are right for your business, remember that you are immediately elevating the future expectations from your potential customers when gifting free items. They will want more for their money from paid services in the future.  When differentiating your brand image using promotional products, you run the risk from competitors likely to follow with similar competitive marketing campaigns of their own and no net effect on an increase in sales. Correctly allocating advertising capital into mobile marketing loyalty programs can effectively develop close engagement with the consumers and allow marketers to measure the performance of ‘fantastic giveaways’ which can serve merchants’ needs better than giving away a free keychain or other invaluable rewards.

Customers love free products or free apps that have practical value, whether it’s large or small.  They will remember your brand image throughout the useful life of the gift.  Like the best childhood birthday parties, where you received a great ‘goodie bag’ for attending, try rewarding your customers with greater benefits using the CaptureCode platform. CaptureCode allows merchants to experiment and create their own marketing campaigns using innovative marketing tools that will enhance marketing investment dollars.  Using the CaptureCode platform will enable managers and business owners to execute interactive marketing campaigns through an all-in-one closed loop system.

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