Planning Your Promo

Promo Planning

Times are tough, there’s no denying it. With so much uncertainty lingering in seemingly all industries, it’s likely that you’re feeling the effects. Understandably, projects can get put on hold and budgets frozen. We understand that. With that in mind, it’s certainly not a time to sit back and wait for the days to pass before crisis clears. Now is a time to get ahead of the game so when this uncertain time is resolved (and it will be resolved) you’re ready to hit the ground running with new & creative projects.

One consequence of the recent disruption has been the cancellation of tradeshows. With these unpredicted cancellations, the budget for hosting & attending these events sits idle. While you may not be looking to use that spend in the immediate future, now is as good a time as any to consider where that spend may be best allocated moving forward to help you make up lost ground. After all, just because the event was cancelled doesn’t mean that your marketing efforts were! How are you going to attract attention and accurately convey your message to your clients & prospects?

Promotional products are a tool that you’ll want in your toolbelt when you’re climbing out of this. Why? As a result of remote living, your audience has been inundated with digital advertising. From scrolling through social media to surfing the internet, digital ads are everywhere. While it’s become a way of life, it’s the norm and it isn’t often highly regarded by consumers. Effective? It certainly can be. But does it build goodwill? Rarely. In some instances, it can actually have the opposite effect.

Promotional products are useful items that your end-user will enjoy & appreciate. That’s the point! What promo does that digital ads don’t is create a positive relationship with your audience, after all, you’re giving them something for FREE! Enough about why promo is effective, how are you going to make sure it’s impactful? With careful planning now, you’ll be able to maximize your impact with promo to make sure that your program achieves maximum impact. So, what should you be asking yourself in preparation for your next promo project?

Food For Thought

  1. What will my audience be feeling? As the world emerges from such an unprecedented and frankly emotionally draining time, think about giving them a pick-me-up. Look to boost morale.
  2. What will my audience be doing? As it’s likely (fingers crossed) we’ll be heading into summer, use that to guide your product. Think of ways to encourage physical activity OUTDOORS (what a welcomed change that’ll be).
  3. What’s my goal? Think about what the best possible outcome is. Are you looking to build awareness, loyalty or something in between? Think of a product that speaks to your goal and plan accordingly.
  4. How do I want to position my brand? This is the toughest question of them all, but consider a few factors. One, think about products your end-user will find the most use out of. Second, think about how that product is positioned in their life. Is it something that brings them joy? Is it an item they’ll use to relax? Select a product that ties to the feelings you want to surround your brand with.

Try answering these questions in as much detail as possible. You know your audience better than anyone, so put yourself in their shoes and think about what they would value most. From the team here at Stran, we’re wishing you great health and happy times ahead. Let’s come out of this stronger together!

By | 2020-04-01T20:12:44+00:00 April 1st, 2020|Education|0 Comments

About the Author:

Leave A Comment