The red and white Coca-Cola logo is recognized by 94% of the world’s population making it THE most recognisable brand logo in existence, beating other big names such as Apple, Microsoft and of course their rival Pepsi. So how do you get your brand out there? How can you have an impact without access to the billions of dollars of marketing money these guys have access to?
The internet has made marketing your products and services so much easier but this also means that it has made it easier for many other businesses and your hard work is being thrown into a maelstrom of campaigns, giveaways and other marketing fodder that floods the internet on a daily basis. One of the easiest ways to combat this is to not rely solely on you online marketing but put some decent effort into your offline marketing.
The British Promotional Merchandise Association (BPMA) has conducted several surveys and studies that provide evidence of a direct link between promotional product advertising and an improvement in both brand recognition and increased sales. Now obviously they are an association who maintain their operations by promoting the use of merchandise as a promotional tool but their research is very sound and gives a true insight into the impact of promotional products on brand awareness and recognition.
Some of the key findings from a 2012 survey study conducted by the BPMA were:
The same studies also found that the use of promotional products had a drastic impact on consumers buying decisions. The perception of consumers is that the more “expensive” a promotional item appears to be, the less price becomes a factor in their decision to buy from a company. Price will always be a part of the buying decision but as the saying goes “In the absence of value, your clients will always argue cost.” so why not invest in your clients in a way you know will get you a return? Now I know what some of you are thinking. This won’t work for my business and yes, in some cases, these items may not appeal to your clients or target market however how will you really know until you try? Wouldn’t it be better to invest some time and money and know for sure than just assume and possibly miss out on breaking into new markets or getting a bigger share of your existing ones?
This article was prepared by Ant Ulijn, Social Media Extraordinaire and Values Alignment Expert from emanation. If you found this information useful, please comment below and make sure you like us on Facebook for more great content like this.