Giveaways are a great way to introduce your produce or service. While it might seem a bit dated, the strategy still works. Here’s how to make it work for you.
Giving People What They Want Or Need
This is the number 1 rule for any marketing agency or small business. Always give people what they want or need. It’s surprising that many businesses still violate this rule and wonder why their sales are in a slump.
Businesses are busy giving away business cards, flyers, folders, and brochures. Think about it. Do you use these in your business on the “consumer” side? In other words, do you use brochures and business cards in your business other than just for marketing purposes?
No. You don’t.
What do you use? You use pens, note pads, sticky pads, and other “everyday” things. You write on them. You write with them. You send inter-office notes.
Depending on the office you work in, you might even use things like games (if you truly take breaks in the break room).
Things like notepads, custom playing cards, sticky pads, and letterheads make excellent marketing materials. If you can get these into the hands of your prospects, they will use them constantly and they’ll remember you – that’s exactly what you want them to do.
Don’t Skimp On Quality
Don’t skimp on the quality of your giveaways. It’s so tempting to do it, but don’t. When you buy 10,000 no-name pens with your business name on them, guess what happens? They work once and then the ink tube snaps or the ball seizes up and your pen is worthless. Worst-case scenario, your prospect gets ink all over his shirt – not exactly a great way to be remembered.
If you’re distributing pens as a marketing device, get pens that people will fall in love with. Give them something that works well and that they would be upset about losing.
Get pens that write well on almost anything, that don’t smear, and that have a good grip and are easy to write with. When they reach for a pen, make sure it’s yours with your business name on it.
Smart Targeting
Always segment your list. You can, and should, divide your prospects and clients into two groups: one that is highly likely to make multiple purchases from you and one that will not.
Not everyone is going to buy from you, and not all customers will come back to buy from you again.
Figuring out how to do the segregation isn’t always easy. For repeat customers, you can use advanced web analytics to track who your repeat customers are. Then, over time, segregate these customers into another list and spend more time marketing to them.
Sometimes, it’s common sense. If customers buy something from you that requires a commitment to ongoing purchases, like supplies that must be replenished, then these are likely customers that will buy from you again and again. They can be put into a special segmented list.
Darrell Gonzalez has many years experience in the marketing industry. He always enjoys the opportunity to share his ideas and insights online. You can find a number of articles by him on various B2B websites.
