No matter your industry, you must be able to effectively advertise and market your small business in order to be successful. Lawyers, designers, bakers, brewers and everyone in between must represent their brand in a positive way and get the word out about their products or services. Since the average small business owner already has a full plate with running the company, the importance of effective marketing can often be neglected. Even though you are an expert in your industry, you probably never had the time to properly master marketing techniques to promote your business.
But there are some simple marketing strategies that any small business owner can implement to maximize the potential of the company. One of the oldest and most effective marketing technique in existence is the free printed promotional gift. These are the keychains, pens and other items that many people use every day, and these simple items can have a significant impact on the brand recognition, customer loyalty and overall business of a company.
If implemented properly, a marketing campaign focused on promotional gifts can be the most effective form of marketing in existence. If a company provides a useful, creative item that a target consumer would use on a regular basis, this creates a type of constant contact that cannot be achieved with any other advertising method.
Printed Items in a Digital World
Over the last 15 years, the marketing industry has shifted dramatically towards the content, video and other digital techniques. It is easy to understand why this shift has occurred, as marketing and advertising generally mirror the society around them, and our entire world has become digital. The Internet, smartphones and social media have completely changed the way humans interact, learn and do business, so is there any room for printed promotional items in a digital society?
Even though society has changed in some major ways, the human brain is still the same as it was in ancient times. Advertising should follow trends to some extent, but smart marketers know that there are many aspects of the field that will never change. One such aspect is the basic human reaction to receiving a gift.
The Gift That Keeps on Giving
Research has shown that when someone is given a gift, the person will often feel an instinctive need to give something back in return. Small business owners can use this basic psychological tendency to create business and achieve a positive response with a target audience. If your IT company gives a customer a USB thumb drive, the customer will have a subtle desire to give you more business or referrals in return.
Additionally, if the thumb drive is used on a regular basis, the customer will have a constant reminder of your company. Whether it is a book, a business envelope or free promotional pen, people still have a more meaningful reaction to physical items than anything they see on a screen. While the importance of digital marketing and an effective omni-channel marketing strategy should not be ignored, printed promotional items provide a simple, cost-effective technique that any small business could make use of.
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