People like free stuff. When they feel like they're getting a deal, they'll remember the place where they got it. Using marketing giveaways is an effective way to elicit the feeling of free.
Marketing giveaways are freebies that companies use as incentives for customers to do business with them. Traditionally, they're items such as lapel pins, writing pens, and wristbands. They've grown to include account points as well as vouchers for free downloads.
Why use giveaways instead of deals in the first place, though? Let's take a look below.
The Purpose of Marketing Giveaways
It's easy enough to pick an item, put in an order, and start giving the items to customers, right?
Actually, companies must put a lot of thought into the giveaways they order. If they don't, they could risk investing in a campaign that doesn't bring in the leads they were hoping for. Or worse, they could lose money on the campaign.
A marketing giveaway should be small. For example, most giveaways are items or slips of paper that could be stowed away in a purse or pants pocket. Small items are also easily given to friends and family members.
Marketing giveaways should always include the company's brand logo. That logo reminds potential customers where they got the item. If they pass the item on to someone else, then that person will also learn about the company's existence.
Giveaways do more than simply give potential customers the feeling they got a deal. They help incite enthusiasm for the brand.
For example, Uber launched a beach-themed campaign aimed at summer lovers and beach enthusiasts. The campaign's giveaways included beach balls and bottle openers, both branded with the company's logo.
How To Use Marketing Giveaways
Before anything, you should determine what outcome you want for your campaign. "More sales" is a tempting answer, but it's too vague to be considered a clear goal.
For example, let's say you manage a bank and you want to rake in more customers. There are a lot of services you offer, from checking account storage to loan approvals.
For now, you should target one service and determine what you want to do with that service. Do you want to increase loan approvals? Or do you want to increase the number of active checking accounts your bank operates?
Let's say you go with the latter. After all, it costs only a small amount to open a checking account. Plus, having a checking account isn't a huge commitment, like a loan.
On the whole, increasing the number of active checking accounts is the best way to get--and keep--new customers. That's what the focus of your marketing giveaway will be.
From there, you determine to implement a voucher program. When a current customer refers a friend and that friend opens a checking account, both accounts receive points. Those points can be accrued and traded for larger, free items, such as makeup kits and art sets.
In this fashion, you've single-handedly figured out a way to appeal to new customers while keeping current customers close.
Operating A Solo or Partnered Campaign
Some companies opt to partner with another company to design and implement a marketing campaign. Many companies, though, go solo when it comes to campaign marketing. There are pros and cons to both.
Having a partner can ease the burden of costs and planning everything yourself. Plus, partnering with another company extends your brand to that company's customers.
There are a few things to keep in mind about partnering up, though. It can be hard to find other companies with customers who may be interested in your brand. Not to mention, deciding on what to give away can be tough when your products are so different.
The easiest choice for a partner is a competitor, but it is unwise to partner with a competitor for obvious reasons.
Another issue is cost splitting. What if your partner doesn't hold up on their end of the bargain? Their lack of reliability might end up costing you more than you budgeted for.
Going solo puts you in control of the show. You can make decisions right away without considering anyone else's needs or schedule. You can also launch immediately since you don't have to wait for review or approval.
Doing it yourself has consequences, though. You're limited to your current reach, and you have to invest your own time and money in planning and launching the campaign.
How To Decide On Your Marketing Giveaways
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The best marketing campaigns will take their target audiences into consideration. Branded toy monkeys are a fun idea, but do your customers need or want a toy monkey?
That's the beauty of items such as pens, lapel pins, and wristbands. They're useful, decorative accessories. Similar items that fall under this category include calendars and reusable shopping bags.
Of course, these items aren't the only great marketing giveaway ideas. But others need more consideration before implementing them in your campaign. Let's take a look at these items.
Free t-shirts and baseball caps are great, go-to marketing items. But that doesn't mean they're great for every campaign.
One problem that campaigns run by smaller companies have run into is brand recognition. People love showing off love for brands such as Disney and Nike, sure. But likely you haven't built up that customer love yet, so some may be reluctant to wear your brand.
To jump this hurdle, put a catchy slogan alongside your logo on the clothing. Be sure to test the slogan to make sure others get it and find it appropriate.
Another is consideration. Giving out only one size of t-shirt shows lack of consideration for your customers. Sure, you can order so many of every size, but again, it's not a guarantee you'll have a t-shirt for every customer.
Hosting a barbecue or giving away lollipops and Jolly Ranchers with coupons seems like a solid strategy. And most of the time, it is.
But consider all of your customers. Some have allergies or dietary restrictions that don't allow them to enjoy these marketing giveaways.
Additionally, there is a shelf life to consider. Food has an expiration date. You don't want to implement a month-long campaign using a food item that expires after a week.
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Customer Center is your one-stop shop for great marketing giveaway ideas. From lapel pins to patches to challenge coins to wristbands, we've got it all.