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Take Advantage of Summer Events!
With summer approaching, some events that you can take advantage
of for promoting your business include summer conferences, company
picnics, and trade shows.
And just because these events happen during the summer, you should
treat them just as seriously as any other marketing campaign. Here are
a few tips to keep in mind:
Like any other marketing campaign for events, clarify the purpose and
objectives you wish to obtain. This could be to increase sales leads,
rekindle previous relations with past clients or test a new product
possibility, to name a few. Don't forget to keep in mind the
demographics of your target market.
How you distribute a promotional item is as important as the item
itself. Determine how and where you will be distributing your
promotional item. Thinking this through may have a significant effect
on what promotional item you decide to use.
Try to incorporate your "USP" with the promotional item. For example,
if your slogan were "You can call on us anytime", you might use a
promotional item that is related to a cell phone or a watch. Or perhaps
"We go the distance for you" would be an automotive theme. In other
words use related products to complement your campaign theme.
This may require a bit of brainstorming, so make sure you allow enough
time to play with the ideas you come up with.
Integrating a "USP" into a promotional item does require creative
thought, so don't rush it. Sometimes there is a fine line between a
creative or effective idea and one that is just hokey.
You may also consider tying in the promotional item with the theme of
the event as well. If all attending have a memorable time, how much
more memorable will your company be if your item is connected to the
event itself?
Keep in mind, does the product need to last long or short term? Does it
need to compete with many other items from competitors or are you the
only business in your category at the event?
Also, to maximize your exposure put your domain address on all your
promotional items, not just your trade show exhibits. You need not use
the "www." before your domain name anymore. It's a given if a name has
a ".com or .ca" at the end it is a domain name. Plus if you type in a
url without the preceding "www.", your browser will still find the
website.
Tracking with a promotional item or campaign can be measurable, if you
use a tracking code. For example you can have a code number on the item
(if space allows) like "mention #47 for promotional discount". You can
also use a unique landing page "visit mycompany.com/01". Remember,
being creative is important to being memorable, but following through
will win the day!
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