Promotional Items Checklist Part 2: Who Do You Want To Influence?
by: Tina_Rinaudo
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Word Count: 511
A promotional campaign is only
as good as the plan that it rests on. In the first part of this article, we
talked about defining the objectives of your promotional campaign. In some
cases, your objectives will define your influence group. In others, your
campaign may involve overlapping influence groups. In a sales campaign to
introduce a new product, for instance, first you’ll have to educate your
salespeople about the product and motivate them to sell it, then you’ll have to
find ways to promote it to the general public. When you’re choosing promotional items, it’s important to keep
in mind exactly WHO your gift recipients are.
Customer Demographics
When introducing a new product or trying to increase the sales of an existing
product, knowing your target market is key to a successful sales promotion.
Once you know who you're aiming at, it will be far easier to choose promotional
items that will attract their business. In some cases, you’ll be aiming for a
very specific market. In many others if not most, your intended market will be
much broader. The following checklists will help you define your target market.
Age
Age groups are a major determining factor in your marketing efforts. What
appeals to an 8 year old will not necessarily attract a 16 year old, and what
draws a 24 year old will often leave a 45 year old cold.
- Under 12
- 12-18 years
- 18-21 years
- 22-35 years
- 35-50 years
- 50+ years
Gender
Some products are made for a man, some are aimed at women - but deciding where
to aim your marketing isn't always that easy. When you’re considering promotional products and marketing
campaigns, look beyond who the product is intended to be used by and consider
who will buy the product. Where fragrances are concerned, for instance, women
do most of the buying, not only for themselves, but for their boyfriends,
husbands and sons. Power tools may be aimed squarely at the male market, but
around gift-giving holidays, it makes sense to aim your marketing at the women
who will be buying gifts for them. And don't forget that the times, they are
a-changing. You may have found that your product is bought mostly by men and
are seeking to increase sales to women because it's an untapped market.
Level of Sophistication
It's one of marketing’s dirty little secrets. All of us are snobs in one way or
another – it’s just a matter of what we’re snobs about. How “sophisticated” is
the audience that you’re aiming for? Even more important, how sophisticated
would they like to be? Are you aiming your products at those who “like the
better things in life” or at those who think of themselves as “salt of the
earth”? Do they adopt a “back to basics” mindset, or are they looking for “the
good life”? Once you have a good notion of what’s important to your intended
customers, you can aim your promotional items and campaigns squarely at their
hearts and appeal to their wallets.
About the Author
Tina Rinaudo is one of the leading lights in the UK promotional products industry. Tina is the co-founder of YesGifts, the UK's fastest growing online promotional items resource specialising in promotional mugs, pens, mouse mats, umbrellas, conference items and much more. For more information please visit www.yesgifts.co.uk
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