- Written by PRW
- Published: 16 October 2013
Las Vegas, Nevada - The Automotive Aftermarket Industry Week (AAIW) convention will be held in Las Vegas, NV November 5-8, 2013. With attendance expected to top 130,000, AAIW is an opportunity for businesses in the automotive aftermarket industry to connect closely with their target market by distributing gifts and other promotional items.
Jeremy Durant of San Diego web design agency Bop Design releases helpful tips for marketers to ensure that their promo items are worth the investment.
1. Think about where the giveaway will take place.
Businesses must offer a promo item that makes sense to their audience or risk their item being ignored or immediately discarded. "Ice cream at a ski event or candy at a health fair might seem out of place," says Durant. "However, for a car-focused event like AAIW there are many opportunities for useful branded items, such as flashlight key chains or branded roadside tool kits. An appropriate item also reinforces to your clients that your business truly understands clients' needs."
2. Make sure the promo item is relevant to the business.
Businesses should pick promotional items that relate to their field. Items that make no sense for one’s business or industry will confuse recipients.
3. Marketers should pick products that will get used.
"Too many branded stress balls become dog chew toys and never reach their intended target," continues Durant. "Browse product promotion websites and look for items that you personally would want to use." Well-made tote bags, attractive stainless travel mugs, or even branded air-fresheners will be seen often. Marketers should resist the temptation to buy the least expensive products since poor quality will reflect badly on the business.
4. Include appropriate branding.
Marketers should always ask to see a proof of their item before going to full print. Many well-intended promo marketing tactics have gone to waste when the business name is stretched or shrunken during the layout or printing process. Marketers should work closely with their printer to guarantee that their branding doesn’t get distorted.
5. Avoid printing dates or event names.
Marketers should avoid branding with specific dates and event names, since this locks them into using the product at only one event. Instead, they should print specific dated material on a removable tag that can be swapped out for various events.
6. Structure multi-tiered giveaways.
A separate VIP prize or gift bag adds exclusivity to free promotions. While a basic promotional item spreads a message over a wide audience, an exclusive item creates deeper engagement from each recipient. As marketers hand out the lower tier items, they should verbally promote their higher prize and ask recipients if they quality.
7. Always get something in return.
A single giveaway should strengthen a business mailing list or generate warm leads for telephone or email follow-ups. "Many people will cheerfully give out their email address or phone number in exchange for a gift, so marketers should capitalize on this," explains Durant. Free promotions can also be used to conduct quick but helpful market research for businesses that are launching a new product or service offering.
"Personalized marketing tactics like product promotions can quickly pay for themselves in the form of new business leads but they must be strategically considered so as to avoid being forgotten in the back of someone’s desk drawer," Durant concludes. "By taking the time to develop the best product promotion for your desired target market, you can spread awareness and ultimately boost your business."
About Bop Design
Bop Design is a San Diego web design agency with offices also in the New York metro area. We express a business values through branding, advertising, design and web design. We also help attract a firm's ideal customer through search engine optimization and search engine marketing. The marketing firm's focus is on small businesses that want an external team of marketing specialists to help give their brand an edge in the marketplace.