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Marketing Campaigns - Specificness Is The Key To Campaign Victory
I have always felt that marketing campaigns were widely applied but not quite well considered. Marketing campaigns in some ways is a pretty decent notion for a wide variety of things. You can give out pens, hats, or other small trinkets with your brand name on it. This is a means to spend minor cash on an advertising campaign that will generate some level of name awareness. The question of how effective these merchandising marketing promotions are is open, however. If I open my junk drawer, I will find dozens of merchandising pencils and erasers in there, but I could not name a single brand right off. Unless you sell something like stationary which people associate with pencils, these form of marketing giveaways are nothing but a waste of money.
In my opinion - and I always tell my customers this - niche marketing campaigns should only be done for unique purposes. Guerrilla merchandising can work wonderfully depending on what sort of product you sell, but the niche marketing campaign must be carefully altered. Just going out into a public square and holding a contest or giving away a product won't generate any business for you at all. You have to think strategically.
One of my absolute favorite places to do niche marketing promotions is at nightclubs and bars. When people are drinking, they will do what they can to win whatever. Whether you are giving away shot glasses, snacks, drink mixers, or just T-shirts, people will get interested in your merchandising campaign. If they get to come home with a souvenir of their night, they will forever associate it with the fun of going out drinking with friends. This is what money-making marketing campaigns try and do - create those kinds of positive associations around your product or brand name.
Hot summer time afternoons are also a good time for merchandising promotions. If you are willing to spend a few thousand bucks giving away free drinks in a crowded community thoroughfare, people will absolutely love you. Even if you're giving out something that doesn't strictly go together with the weather - such as a salty snack - people will still be thankful as long as they get some water with it. If you can catch people at an unguarded moment, you can achieve their brand loyalty before they even know what hit them. That is what prosperous merchandising promotions are all about. Leave the brand-name pens at home!
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