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.

Promotional Refrigerator Magnets - Market the Old Way

One of the oldest ways to promote a business is through promotional refrigerator magnets. This method has been around for so long and is actually one of the most common ways to market a business. Perhaps you have all sorts of magnets on your refrigerator. The truth is that most individuals have promotional refrigerator magnets as the main type of magnet on their refrigerator. Very rarely will you find a refrigerator that has store bought magnets on it. Most of the magnets have business names and logos on them and these magnets are holding up something such as notes and school papers.

The importance of the refrigerator magnet can't be expressed enough. At one time they were just for decoration, but now they do so much more than that. They are functional in so many ways. One of those ways is in promoting your business to a large number of people.

People love magnets!

People have an obsession with magnets and the fact that the refrigerator is the prime place to put them. Instead of using a phone book, people rely on promotional refrigerator magnets. If they need something, they simply find the magnet on their refrigerator. If they need information about your business, they look at the promotional refrigerator magnet that you gave them to find that information.

Another thing that is great about promotional refrigerator magnets is that many businesses enjoy receiving magnets from other businesses that they correspond with. This takes away the need to have to remember phone numbers. As a matter of fact, business people enjoy putting magnets on their file cabinets. If they need to call that business, all they have to do is look at their file cabinet.

Those are all great reasons to ensure that you invest in promotional refrigerator magnets. There is literally no better way to promote your business to the masses. If someone sees your magnet and their only other choice to find the product or service you offer is to look for your competitor in the phone book, they're going to choose you. Even if you charge more, you are the one that is sitting there right in front of their face. For the sake of convenience, they're going to contact the company they know more about. How do they know more about your company? They know more because they have your information right in front of them. You have made it easy.

Give them to everyone!

So give promotional refrigerator magnets to everyone! Everyone who walks through your door should get one because they're going to place that magnet on their refrigerator and be constantly reminded of your business. They will attach notes to their family to their fridge with your magnet and they're going to also attach pictures and test papers from their kids sporting good grades. Most of all, they're going to know how to get your phone number when they need to contact you. What you've done with promotional refrigerator magnets is provided a whole different doorway into your business.

-MF