Good targeting is more important than quantity! That’s why you should always prepare a plan in advance for whom you want to target your promotional products. Essentially, there are two main target groups. The first includes existing customers — those you want to keep coming back — and the second consists of new potential clients. It’s also important to consider whether your target audience consists of women, men, or children, as this is a key factor in choosing the right promotional product.
Maintain Good Relationships with Current Clients
For existing customers, it’s advisable to build and maintain a CRM system (Customer Relationship Management)through which you know exactly who your client is, what their interests are, what they purchase, their family situation, and other important details. Sometimes, it’s enough just to remember these things yourself.
For top clients, it’s quite important to know their family background, as it can be beneficial to target promotional products not only at the client but also at family members — such as their spouse and children. The client’s children or partner can often be the ones encouraging repeat business — because they’ll want to receive another cute teddy bear with your logo or a stylish cosmetic bag that no woman can resist and of which one can never have too many.
The family becomes your secret ally, asking questions like: “Are you still doing business with that company that gave us those gifts?” or “Have you ordered enough from them so we can get something again?” And even if they don’t remind them verbally, your logo will still be in sight — on the bubble blower their child plays with, or the cosmetic pouch their spouse uses daily. It’s hard to forget your company if you keep gifting them regularly.
Gain New Clients
The second group consists of new clients. This group can be very broad. Knowing who your target audience is among new clients is essential. You must identify which group you want to target and then select the value and type of promotional product accordingly. It also depends on the occasion — whether you’re trying to attract new clients at exhibitions and trade fairs, support the sale of a new product, build brand awareness at the point of sale, or strengthen brand loyalty.
If you misdirect your targeting and use the wrong promotional products, it could simply mean wasted money. It’s always wise to consult with professionals. If you need advice, we can help you choose the right promotional products for your business.
Author: Ing. Vladislav Klajban, Anatex, s.r.o. – Promotional Products
