How Much Are You Spending on Traditional Advertising?

Times they are a changin'. In the old days, traditional media like TV, print, radio, and billboard advertising were the norm. Promotional products were simply known as the cheap giveaways or the lesser term, "trinkets & trash". I have seen over the past year, especially with the state of the economy where it is, that this norm is shifting dramatically.

By using one of the traditional avenues of advertising it is like using a shotgun approach with buckshot. You shoot at a target and your message is spread across a wide audience and not really focused at any one particular place. That is why this form of media is called "broadcasting", it is broad.

When advertising with promotional products it is like using a sniper rifle instead of a shotgun. You figure out what your target market is and you shoot directly at them. This is the main reason that promotional products are one of the only mediums of advertising that can guarantee ROI (Return on Investment).

Let's take an example of a mid-sized company that is spending $100,000 on print media per year. They have a newspaper campaign as well as advertisements on a few billboards around town. Now when I go in and ask them what their ROI is on that $100,000 spent, 9 times out of 10 they cannot give me a solid figure. Most of the time they look at me and have that "aha" moment where they realize they are just throwing money out the window.

I would challenge that same company to spend $100,000 on promotional products directed towards their specific target market. Not only can we come up with a promotional campaign and plan that is specific, but we can guarantee ROI.

How is that possible you might ask? Well, let's say that the customer knows their target audience enjoys outdoor activities such as golf. We can do a few very nice products such as a divot tool, sleeve of golf balls, and hat with that customers logo on it, and mail it directly to their target audience. By using FedEx and UPS to ship these items out the recipient must sign for them, which ensures that they received the products. Now that's marketing power, when you can guarantee that a prospect is receiving your marketing piece.

This is just 1 example of advertising and getting ROI with your marketing campaign. For more great product ideas check out our website at Art Promotional Services.

Here are a few questions to ask about measuring ROI:

1. What problems do you face when marketing to your current customers/prospects?

2. What is your desired outcome of the marketing campaign or promotion?

3. What is the objective of this campaign?

4. What are you willing to spend to make the problem in question 1 go away?

5. What are you willing to spend for every extra $5,000 earned?

6. What is the action that you want your recipients to take once they receive your product? (There must be an action for this to work)

7. If there a theme that needs to be reinforced? (eco-friendly company, customer service, etc.)

8. Who is your target audience? (If you don't know you need to find out and specifically target them.)

9. Will you need different products for different audiences you are targetings? Different price points, etc.