subject: Put Your Target Audience Before Your Choice Of Promotional Product [print this page] The main purpose of using promotional products is to retain existing customers, while targeting new ones. A company spends a considerable amount of budget in a promotional product campaign. Hence, it is important to put your target audience before your choice of promotional product. If you ignore your target audience, your campaign may fall flat on its face. The factors that you must keep in mind are discussed below:
Age: Certain products are age-specific. For instance, the market for toys is limited to target audience of a certain age. When a toy company takes up product promotion, its target groups are the children and to some extent, parents. Its campaign must, therefore, target mostly the children. Using a promotional product like a laptop bag will prove completely ineffective. A better idea would be school bags that can be used by children. The bags will be taken to school and the brand will get maximum exposure among other school children.
Class: Occasionally, promotional items must also take into account the economic class of the target audience. A luxury brand"s promotional merchandise will reflect its exclusiveness. Hence, it cannot be cheap or tacky. A sleek key chain that doubles up as a torch will be distributed to a select target group. The campaign will stress on the quality of the product and the small target group to reflect the brand"s quality and exclusiveness.
Gender: Where the brand is gender-specific, it is a wise move to come up with a product that appeals to the targeted gender group. For instance, a woman"s magazine will give away women-centric products such as a handbag or household product. On the other hand, a male-centric product like an aftershave lotion brand might prefer promotional items like key chains.
Interests: When planning a branded promotional product campaign for a product the most important criterion is the common interest among the target audience that the product serves. For instance, a promotional campaign for women"s magazine will usually take into account the target reader. If it is a fashion magazine, the campaign will feature upmarket fashion accessories like handbags or lipsticks. However, a magazine targeting housewife will focus on household goods like mugs or a set of servers.
No promotional campaign can afford to ignore its target group. It must catch their attention and be utilised by them. If you do not put your target audience before your choice of promotional product, all the effort and money in devising the campaign will go waste.
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