You know that feeling when a promotion just works? Imagine finding a promotional product and the right campaign to go with it, one that targets the sweet spot where you make money AND integrate your brand into your client’s life?
It’s powerful when branding and sales can merge together to provide a tool that your business can use to solve a problem for your client and increase sales. So how do you do it? The secret is knowing what’s possible.
When it comes to your client and their problems – you’re the expert. When it comes to promotional products and campaign strategy – well that’s our jam. The magic happens when we work together to identify the best opportunity to surprise and delight your customer. Let me give you an example…
One of our client’s is a national lighting retailer. We have been working with them to find a way to increase sale value instore AND increase top of mind awareness for future purchases. The client wanted to increase their transaction value at retail and the old value add, ‘would you like light bulbs with that?’ just wasn’t punching hard enough. So we needed to find something new, something that their customers not only needed but wanted in their lives.
To achieve our goal this ‘something’ had to have a high perceived value, be inherently useful and pass the ‘trash test’ (too good to throw away). We wanted to find a product that customer would engage with often, helping to firmly plant our client’s brand in their mind.
It also had to be relevant. What is the relevance of a lighting retailer giving out a branded drink bottle? Unless of course it doubled as a torch (note to self: invent this for the next campaign). But alas, we had to find a product that was relevant to their customer’s daily lives. A ‘something’ that solved a problem, or at the very least added regular and meaningful value. Any ideas?
We researched their market as we do with all our clients and we brainstormed with our inhouse team. Part way through the discussion, one of our team member’s phone beeped to let them know their battery was low. They asked around the table if anyone had their charger with them or at their desk because theirs was at home beside their bed. Someone said logically, ‘you should have two, one at home and one for work.’ DING! Light bulb moment (excuse the pun).
So we decided to brand a custom, high quality 240V, twin socket USB charger that plugs in beside the bed AND doubles as a night light so they don’t have to stumble around in the dark or wake up their partner. And now they can take their other charger and leave it at work. So many problems solved!
Once we’d decided on the product, we helped our client create an instore point of sale (POS) campaign: ‘Spend x amount instore and get a FREE 240V Night Light with twin USB charge sockets’.
Why the client – and more importantly their customer – loved it…
- It is relevant to their industry
- It’s practical & useful to their customer
- It had great branding real estate for the client’s logo and tagline
- It would be seen regularly – whether kept in the bedroom, kitchen or at work
- Because the product cost was absorbed by the increase in sale revenue!
Makes you think doesn’t it? What could you do in your business that would increase sales and create top of mind with your clients?
In this competitive world, we could all use an edge over our competitors, that special something that locks us into our customer’s subconscious for the next time they need our product or service. Talk to us today about the best promotional product opportunities for your brand.
Book a free brand strategy session!