Is It Better To Give A Few Well Targeted High Value Promotional Gifts Or Lots Of Cheap Gifts??

This is the main question that is faced by a company when designing a promotional campaign

. Every campaign will have some limitations "" geographic, economic and so on. Some campaigns work with a very select group, while others are broad based.

There are two main purposes of any promotional campaign "" to consolidate one"s position among existing customers, while looking for new buyers. With these two broad parameters in mind a campaign is founded. While every company may have a broad base, one may choose to focus on a very select group.

However, focusing on a large group has its own advantages. It targets the maximum number of people. The target group here includes both existing and prospective customers. With such a large group, companies obviously choose to give away cheap gifts to many. Most people have often been targeted by such campaigns. For instance, mail order campaigns with catalogues and sales brochures. Some campaigns give away cheap gifts like pens or cheap key rings.

Companies participating in huge trade shows may also go for such campaigns. With the huge number of visitors, it is hard to distinguish any specific group. Hence, one often finds cheap gifts like promotional pens and coasters in such trade shows. A new company may resort to giving cheap gifts to many in order to raise awareness of its brand.

On the other hand is the strategy to use only high value items promotional products. Many marketers argue that a well planned campaign should focus on a select group and using the same budget, it should utilize high value items. Such campaigns must be preceded by comprehensive research on the company"s client base. Only then a select group can be identified.

These are often "awards", incentives or loyalty campaigns. Select groups can be employees, dealers and loyal customers. There are many advantages to this strategy. To begin with, it drastically reduces wastage. Since the focus group is generally seen to be interested in the brand, one can be sure that the corporate gifts will add to the brand recall value. There are fewer chances of high value items being ignored. A well thought out, high-end gift also reflects favourably on the brand. This kind of campaign is ideal for a luxury brand. The exclusiveness of the campaign reflects the brand.

The focus group of any campaign is well researched and thought out. While many companies choose to give away cheap gifts to many, a better idea is to focus on high value gifts for a select group. It creates a favourable impression and has a much better brand recall value. For creative ideas and expert advice contact Brandconnect.

by: Brand Connect

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