Some ideas how to use Social Media in your next promotional products caimpagn
When executed correctly, a promotional products campaign can generate significant ROI. However, in the days before the web, there were limited opportunities for interaction beyond the initial distribution of the product. In other words, a marketer would distribute pens at a trade show and hope people kept them. Social media has changed this, as there are now many opportunities for the product’s life to be extended using platforms like Flickr, Facebook, Twitter and blogs.
Social media has completely changed the relationship between consumers and companies. Now that we have easy exchanges (enabled by Facebook, Twitter, etc) between the two parties, it’s time to consider the ways that promotional products can take on a new life after they have been distributed. The initial excitement surrounding “getting free stuff” will never go away, but that excitement can now be extended throughout peoples’ social networks thus generating even greater ROI for the marketer.
Here are some ways social media can be used to increase buzz surrounding a promotional product campaign.
Give people a reason to love you
People love free stuff. This is a universal truth and applies to people of all income brackets. People especially love free stuff that has high perceived value and is relevant. Social media provides people with a megaphone to express their love and appreciation for the items that you give them. While this is wonderful for the brand, someone posting their swag on Facebook/Twitter has less to do with you than it has to do with them. In this scenario, it’s a classic win-win. The recipient brags to all of their friends about the cool new swag they picked up from you, and the brand wins because they enjoy the free publicity.
If you have an audience that has a special relationship/connection your company (especially an audience that actively uses social media), then you have a perfect recipe for your swag going viral. Think about Apple and its cult of followers and you get the picture.
Contests
A Simple way to create buzz and obtain users/followers is to hold a simple contest that is fun and engaging. A useful way to create traffic on the site and user content is to run a contest in conjunction with a post or upload of images to social media sites. “Post a picture of how you use our product and win!” or tell us how our services helps our everyday life and receive a free T-shirt!”
We recently worked with a new movie promotion and they had follower tag themselves in pictures with and image o the book that the movie was based. Users uploaded all types of crazy pictures and received a promotional gift. These give-aways can also be tied into a larger prize such as a vacation or a high value prize such as an IPAD. While each user cannot win the trip or IPAD they can however receive a small promotional product to thank them for participating such as a key-chain, magnet or T-shirt.
In fact we have developed and application to make running a contest on your Facebook page simple and easy. Check out more information here.
Trade show traffic
Trade shows are a great way to generate leads and sales opportunities. Promotional products have long been a staple item on the trade show circuit as companies consider them a necessity (as delegates just expect free stuff). Without going into the all of the mistakes that companies when buying promotional products for shows (chief among them is the disconnect between the giveaway and the audience), I wanted to focus on a way to make this fun again.
When we consider promotional products for our own trade shows, we consider 2 things. One, who is the audience and what products will get them excited about our company? Two, how can make the products we give away go viral so we can drive more traffic to our booth as well as awareness from the outside world.
QR codes
The unique thing about promotional products is that they are mobile – people take them with them and use them regularly (assuming the product is good). In keeping with the idea of the promotional product being the starting point in the relationship with the client, there are some interesting applications for QR codes. Consider a product that requires a how-to demonstration. A QR code connected to a YouTube link featuring a how-to demonstration could become the new instruction manual.
QR codes could also be used for contests. Imagine producing 1000 promotional items (say T-shirts) with QR codes imprinted on the sleeves. 999 QR codes direct the consumer to a web site providing more information about the brand. 1 QR code directs the lucky winner to a web page announcing they are the winner of a prize pack featuring a something valuable produced by the company (for a mobile telephone provider, this could be an Apple iPhone). This generates excitement and also ensures a much higher retention rate for the promotional product.
Driving traffic to social media sites
One of the most powerful uses of promotional products is their ability to inspire action. In the early days of the internet, people would give out promotional items with their web site address emblazoned on it. Now, we are starting to see people direct customers to their Facebook or Twitter pages. This can be taken one step further – by encouraging the recipient to “like” or “follow” your brand, you can offer an additional incentive (contests or prizes mentioned above) or 15% off their first order, etc.
screens so your companies presentations look great.Also keeps the PB&J off your IPAD!! Did we mention it has a retractable ballpoint pen?!