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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!
Should promotional products be specific to the customer demographic segment?
Is distributing promotional products in a specific area a good idea?
Distributing promotional products in a specific area can be a very smart idea. Promotional products come in all shapes and sizes, and smart companies will take advantage of this by creating promotional products to serve a particular community or area. Companies focusing on traditionally warm areas (i.e. most parts of Australia, India, or Africa) would be smart to stamp their logo and name on portable fans, sun visors, beach umbrellas, and T-shirts to increase the likelihood of people using them.
Likewise, companies targeting areas that have a propensity to get colder (i.e. North America and Europe) would be smart to distribute promotional sweaters, warm weather jackets, and ear warmers. This concept maximises product utility while creating brand awareness. Distributing products that are more likely to be used will increase the likelihood of them being used, and it consequently increases your company’s name coverage.
Should my business appeal to a targeted demographic when distributing marketing merchandise?
Unless your business is built around products made for anyone, your business absolutely should target your ideal demographic when distributing marketing materials. Creating and distributing marketing merchandise is a time consuming and rather costly operation. It makes sense to want to minimise your costs here. By targeting a particular demographic when distributing your marketing merchandise, you are increasing the likelihood that your product’s brand awareness is being spread to individuals who would be interested in your products or services.
How can personalised merchandise appeal to a target demographic?
Personalised merchandise can appeal to a target demographic by eliciting certain feelings of understanding & ownership (i.e. “ACME is YOUR company, Bob Smith!”), usefulness & utility (i.e. using logoed shot glasses or frying pans on a regular basis), or just a general sense of belonging (i.e. “All Australians unite for ACME flights!”). The key here is an emotional connection that is established between your company and your customer when distributing personalised merchandise. This personal connection is essential to maximise the long term buying potential of the customer with your company.
How can custom printed clothing items be maximised for a particular demographic?
Custom printed clothing items can be maximised for a particular demographic by performing a few simple actions. First, ensure that you maximise the potential utility for your clothing items. When distributing your printed clothing items, target specific locations and specific seasons of the year when they will be used more. Next, make sure that the message printed on your clothing items appropriately suits your target demographic (i.e. a “cool, hip message” might not appeal to an eighty year old grand mother). Finally when giving these products to your target audience, ensure that your “sell” matches the expected image you want to portray to your demographic.