subject: What is promotional marketing? [print this page] What is promotional marketing? What is promotional marketing?
For the uninitiated, four separate elements exist in a business concept called the "marketing mix." These elements are: product, price, promotion, and distribution. Coined in 1953 by a man named Neil Borde, essentially, these are the four core components that a business uses to "touch" its customers.
For the purposes of this article, I will be discussing a specific component of the marketing mix: promotion. More specifically, I will be discussing an industry known as the "promotional marketing industry," and how it can help small businesses and other organizations grow.
When most business owners begin to brainstorm different methods for reaching out to new customers, they typically first thing of some of the more commonly known forms of advertising, which can include: radio, television, and print advertising. These methods of advertising certainly have their place, but unfortunately, they can also be quite expensive, sometimes exceedingly so, especially for the small business owner who is just getting started. In addition, these methods of advertising can also be thought of as a kind of "buckshot" method A message is blasted out to massive amounts of people, in the hope that a specific target audience among them will take notice.
A seperate form of business outreach also exists that many first-time business owners do not always immediately think of or may not even be aware exists. This method, known as "promotional marketing," involves the purchase of memorable, useful items, which are then imprinted with the organization's logo or contact information. These products can then be given away at various functions in an effort to form "contact points" with potential clients and present them with a reminder of your of services. Many such products exist, for example promotional stadium cups and custom hockey pucks are products that can be particular useful if an organization wishes to reach out to a target audience that is sports-related in some way.
It is important to note that one of the most appealing aspects of this form of marketing is the fact that it can be quite inexpensive, making it an excellent solution for companies that are just starting out. In addition, the fact that a company's promotional products need to be given away to prospects gives that organization an opportunity to make personal, human contact with others as they do so. In order for this method to be effective, it is critical that a company take their time and select a promotional marketing vehicle that is appropriate for their industry and serves a useful purpose. Recipients of these gifts will be more receptive to a message if the gift in question is well though out, unique, interesting, and useful.
