| Business gifts have come a long way over the | | | | Marketing campaigns come in all shapes and sizes, |
| past couple of decades. Gone are the days when | | | | but they should all have specific goals and targets |
| corporate gifts were only rolled out at Christmas | | | | in mind. Your choice of business gifts must be |
| and restricted to cork backed coasters and plastic | | | | aligned with these goals and targets and be |
| rulers. The market is more sophisticated both in | | | | designed to help the campaign succeed in reaching |
| terms of what can be supplied but also in the | | | | them. Consider whether they will assist and |
| expectations of purchasers. But what can | | | | enhance your campaign and how they can be |
| business gifts do to improve the success of a | | | | used to best effect. |
| marketing campaign? Well there are three | | | | 3) Target Audience |
| fundamental things to consider when choosing a | | | | Profile your target audience and make sure you |
| promotional gift; your company, your promotional | | | | understand what drives them and pushes their |
| campaign, and your target audience. | | | | buttons. Your choice of gifts must be appropriate |
| 1) Your Company | | | | and desirable. Longevity and visibility is the key, so |
| Any marketing campaign must be appropriate to | | | | choose something that will stay with recipients for |
| your company, reflecting what it stands for and | | | | some time and will be something they will use |
| projecting its values. For example, don't choose | | | | often to get your brand maximum exposure. Also |
| confectionery if you are a health food company - | | | | consider whether a personal gift or a workplace |
| this is an obvious example but reflects many | | | | gift would be more appropriate. |
| common mistakes that companies can make. | | | | If you can align these three things; company, |
| Business gifts have gone beyond putting your logo | | | | campaign, and customer, and provide a strong, |
| on a generic gift item; it should be an item that | | | | positive brand image, then your promotion stands |
| reflects the message of your brand. | | | | the best chance of achieving success. |
| 2) Your Promotional Campaign | | | | |