Author: Andrea V. Smith
In rainy seasons, everybody tends to get hold of their pennies as much as they can, and every expense needs to be considered thoroughly –tell that to your teen-age daughter! The trim in budgets goes from big multinational companies to very small businesses. But very frequently, promotional expenses are considered that: expenses, when in fact they should be considered an investment.
The money spent on branded promotional items will surely come back in sales. This is a concept that needs to be engraved in businessmen’s brains. It is not a waste or an expense that needs to be paid: it is capital invested that constitutes the fuel of the company, what will eventually keep the company going. For instance, if you manufacture something, money spent on promotional products has the same importance as money spent on raw materials. The only question is to select the promotional items carefully and do the math properly. What do we mean by doing the right math?
The concept that rules this equation is “cost per contact”. That is, how much are we willing to spend on each contact. But this is only one dimension of the issue. The other question is, of all these people we contact, how many of them are willing to become actual customers? The relevance of this matter is self-evident. It will help us trim our investment on promotional items to give them the most effectiveness.
Registering for an important exhibit, paying money to be at the stand, and in brochures is money wasted, unless you have plenty of promotional items to give away to a population of possible customers. The idea is to make your name, and contact information available to all of these “juicy” clients.
The reason for its importance is psychological, as many other concepts related to marketing. Words are blown by the wind. No matter if your commercial advisors talk until they go blue in the face, in a few minutes all those words will be gone, simply because physiologically, the human brain tends to discard unimportant information, as if it was programmed to save vital memory space. And believe me, what your company does, and your strategies and information is irrelevant information to the future consumers’ brain.
So, you must make yourself absolutely sure that the customer-to-be has all your information handy. Once the customer calls you or drops a line, you have a green light to convince him that he has made the correct choice by calling you. The concept is this: the early bird catches the worm. The early competitor that has made provisions to have his name available for the customer in need, gets the contract.
The idea is persistence. Let your brand persist. In the Katrina of everyday life, your brand must stay above the flotation line. Or your business will irremediably sink. The importance lies not only in taking your brand as far as possible, but to make it persistent in the right place: your customer-to-be’s desk.
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