Successful promotions and marketing behaviours are all about getting the attention of the market and controlling the process of funnelling buyers to your sales division is completed in a way which creates a positive financial outcome. A proven way to achieve this is to apply regional filters to your promotional work. Outsiders to any nation look at a whole country’s people as having similar wants and needs but further investigation proves that most nations can be broken into distinct regions. Different regional market dynamics require additional input and customisation to achieve successful outcomes. For instance, the branded merchandise ideas which work in Brisbane Australia, are not the same as those which generate sales in Sydney or Melbourne. One of the great advantages which promotional items offer as a means of growing market share and profits is their ability to be scaled at will. Equally it is an ideal way in which to emphasise the associations of your brand with the particular regional requirements of the market. The way in which you use promotional products across the nation should, according to industry best practice, be determined by the needs and interests of the potential consumers in each region. For instance in the colder months of the years products like custom printed umbrellas will reflect the outdoor focus and lifestyle of the majority of Queenslanders.
Modern media based strategies are an important part of any company’s communication approach and should be developed as the basis of brand awareness. The ease of management of online sales platforms and the ability to control every traffic source to a retail website are strong incentives for every company to take advantage of the change in consumer behaviours which have come about with the advent of online business. However, the same basic business rules which have for centuries brought marketers and buyers together still apply. Promotional merchandise offers an unbeatable branding opportunity. In these days of online, electronic business, while sourcing traffic and putting an offer in front of a likely buyer is in some ways more easy than it has ever been before the danger lies in that the relationship between consumer and supplier is less personal and therefore less emotionally charged than in previous years. Promotional products offer a valuable gift which add positive financial value to a relationship while they also create an emotional connection and expanded awareness of brand values with consumers. By overlaying the distribution of branded products with the consideration of the regional requirements of consumers companies can leverage greater sales from their existing marketing activity.
Next time your company is dividing up the available budget for promotional activity make sure that you do more than take the line of least resistance of buying traffic online. When there is no emotional connection between potential buyers and a brand there is every change that people will forget or overlook your offerings the second an alternative is available. So in the short term a simple focus on cost of sales versus margin may artificially inflate the bottom line, the sum total of previous marketing may amount to nothing overnight if a competitor offers a worthwhile alternative. The right product put in the hands of the right person sends a signal to the market that you understand their wants and needs. Working to build your relationship through this approach will ensure a higher long-term residual effect from your marketing spend as well as a bolted-on loyal and responsive client base