I am looking at the notebook I received when I worked at the University, and it makes me think of all the custom promotional products and gifts we ordered. We ordered all sorts of items, and most of them with the logo and the name of the University. I believed that it worked as part of our marketing strategy, because people did use the promotional products and gifts. We created the items to get people to use them and to get more people to recognize the name and the logo.
A lot of people were using what we gave them, and when we asked them for their reaction to the gifts, it was always very positive.
Promotional products and gifts – delivering happiness
We started with custom pens, and I must admit that I had no idea that people would be that happy just to get a pen with our logo. From my experience, you should buy custom pens for your company and give them to your customers. What I experienced was that people who received promotional products and gifts are so happy by receiving the free gifts, and it seems that they think of this as an act of kindness instead of marketing. It’s not that they don’t understand the advertising part of the products, but it seems that most people don’t care as long as they are receiving it as gifts.
But, how can we measure success in offline marketing as promotional products and gifts? Like I said, while I was working at the University, I measured some of the success in the feedback I received and the smile on the faces of the people who received the promotional products and gifts – but, that’s not good enough, is it?
How do we measure success in using promotional products and gifts in marketing?
Lately, I’ve been thinking a lot about how we measure success and the return on investment (ROI). Sometimes I believe that the ROI can’t be measured directly, and that a smile and a happy face is enough. But, as part of my marketing strategy and helping my clients to success, I need to go into details and find ways to measure success other than my gut feeling.
One thing that can work is to add a website to the promotional products and gifts, and make the URL unique, so that the only place people can see the site is on the items we are giving away. This way, a measure of success is to see how many people are visiting the site directly.
What’s your experience with promotional products and gifts, and how do you measure success in offline marketing like this?