In marketing, it’s important to know your audience – who you’re promoting to – in order for your promotion to be effective. Especially when it comes to using promotional items in your campaigns.
For obvious reasons, knowing your audience means, it’s easier to advertise to them. For less obvious reasons, it’s your audience who is receiving the item – knowing them means you can find an item they like.
Also, your audience will be more likely to respond to your ad, enhancing the results of your campaign! Here’s how:
1. Advertise on an item they will hold onto
The more impressions your advertisement receives, the greater the chance your audience will remember you. In terms of a promotional item, your audience can choose to consume your advertisement at their convenience. IF the product is still around at the time they need your products and services.
When you give your audience an item they like and can use, they are more likely to hold onto it. Not only that, they will remember you for it because they will view it as a gift.
2. You can incentivize your audience to take action
A Buyer’s Journey is a series of steps your target audience takes with your brand from the awareness stage all the way to the sale and past the sale.
If you know who your audience is and where they are along the buyer journey, you can use promotional items to incentivize them to take action.
This is where your buyer journey comes in. Promotional products, themselves, are also known as “incentives” – kind of like putting a carrot in front of a horse – incentives can encourage your target audience to take action.
When you think of each step in your buyer’s journey that requires your audience to take an action, this is a perfect place to sprinkle in a promotional item to help your prospect make the decision whether or not to take that next step.
3. You can cater your messages to them
When you cater your marketing messages to your audience, it makes your audience feel like you are talking solely to them. It also makes your audience think you truly care about them and are not “just another marketer” because you “know them”.
Adding this personal touch helps build the relationship because it makes your direct message more meaningful.
The best way to get to know your audience is to gather as much information about them as possible. Go beyond their demographics and look into what blogs they read, podcasts they listen to, things they like and don’t like.
Once you gather the necessary information, develop a fully detailed and clear persona. These personas will help you market better to your audience leading you to enhance the results of any marketing campaign you create.
Creating Memorable Impressions For Your Brand 