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PLEASE NOTE: The article below was submitted as part of a recent online competition we ran, inviting our clients and others to share their thoughts and experiences about using promotional products. For that reason the articles are written at a very general level only, and are far from ‘expert’ in any sense! It goes without saying though that if you now could like more detailed help or advice, please do not hesitate to contact us on 1800 519 071, or just send us an email. We would love to be of service to you.. that’s why we are here!
The effectiveness of personalised items in targeting specific age groups
If you are looking for an effective means of enhancing your business brand name in a very diverse market condition, you must consider the use of personalised and customised marketing items as part of your promotional campaign. Customised items can be created based on the preference or trend in a certain consumer group.
Market diversity cannot be ignored. Businesses should consider the factors and variables that lead to their market's diversity. One of the most significant factors is age. Consumer response will vary greatly depending on the age group. Customised products can be used as a means to penetrate the all of the age groups present in the market.
Personalised Item Research
Research was conducted by the Promotional Products Association International in 2009 to determine the effects of personalised products on the purchase activity of consumers belonging to a certain age group. The research involved customers of a shoe company coming from three distinct age groups including adolescence, middle age, and old age. A total of 560 subjects participated in the study. The shoe company involved developed a customised freebie for each group of consumers belonging to a certain demographic unit.
The researcher first conducted a survey regarding the purpose of the buyers from the different age groups. The results collected showed adolescent consumers preferred style and appearance, but middle aged buyers chose products based on function. Old aged customers had a preference for comfort. Each customised freebie was modelled based on the information collected by the researchers. The company distributed customised miniature shoes as promotional items. The miniature shoe for adolescent buyers was covered with intricate designs. The promo miniature freebie for middle aged buyers was a shoe fitted with pads and other functional materials. The promotional miniature shoe given to aged buyers was a soft, comfortable slip-on.
After the marketing campaign, the following results were collected:
Company Sales and Profit increased by 18% after providing promo freebies to each age group
Sneakers and Designer shoes sales figures increased by 24%
Leather and Heavy duty shoes sales figures increased by 16%
Comfort shoes sales figures increased by 13%
Promotional items create a positive impression in every age group and have a positive impact upon sales. Promo items like customised gifts and personalised merchandise allow businesses to establish specific exposure in the different market demographic units. Income and profit will greatly increase since it can be derived from different sources.
Customised Products in an Extensive Company Development Marketing Campaign
According to the data collected by the Advertising Specialty Institute in 2009, companies who can provide products and services to a wider range of consumers can generate greater sales and income. This results in an extended source of revenue. Businesses have to consider the age, job, social status, and other factors involved with the consumers.
Customised products are very effective tools to help companies expand the scope of the target market involved. This is evident in many companies who were able to grow and prosper by establishing a positive impression and recognition in the different market demographic units.
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