If you are the marketing manager charged with the task of increasing your brand’s performance, you will no doubt be constantly having to justify your expenses to the boss.
You will need proof that your seemingly reckless spending on advertising and marketing is worth it and need something to point to in order to achieve this.
Traditional advertising is expensive but straightforward enough for even non-creatives to get their heads around. Even the least imaginative line manager or account who only thinks in numbers can generally see the point of paid for adverts in say a newspaper, or on the radio.
It’s out there and it is bold and it gets your company name into the minds of your potential customer base. Maybe it costs a bit, but a well-placed newspaper ad can still set the telephone ringing –that joyous sound to sales team!
However, persuading your more traditional manager to let you have a budget for something that may be a bit more experimental can still prove tricky.
But there is one method of advertising that does not have to cost as much as an expensive TV advertising campaign, nor even as much as a radio one, but it can still yield results that your sales team will be pleased with. That is printed promotional products such as branded pens and mugs.
The advert that you pay for in your local (or national) paper is still money well spent, but it has a very short shelf life. The old adage about today’s headlines being tomorrow’s fish and chip wrappers is still as true today as it ever was.
So you want to pay for advertising on some sort of printed material, but would prefer it to hang around for longer than twenty-four hours and not take a budget equivalent to Donald Trump’s annual hairspray spend – so what do you do?
Once again, printed promotional items stand the test of time. A pen is the cheapest item to produce and maybe you feel it is a bit old hat, but it will pay for itself time and again.
Because a pen is never thrown away until it is completely used up. It will be lent out, re-gifted and used until the very last drop of ink is dried inside it (and even then it may still hang around on people’s desk tops!)
Most crucially though your company and website details will be prominently displayed throughout its lifespan. Long after the radio advert has been aired and your business card has been binned.
A little spend can go a long way, but it does not have to stop with pens.
If we are looking to stay with other stationery items there are mouse mats – how often will these be changed until something is really necessary? Have you even ever heard of a mouse mat that stopped working?
Other must have items include desk tidies with logos on them and items such as staplers, hole punchers and so on.
Keeping with the workplace theme, USB drives and mobile charging devices are fast proving highly popular as a branded item of choice.
Once again, no one is going to throw away something electronic that has such a crucial function until it is completely broken.
This means when a phone needs charging up or some data needs saving urgently, your company credentials will be the first name in people’s minds.
And being in people’s minds is what marketing is all about!