When you're considering the use of premiums to drive your marketing or promotional needs, keep in mind the following five tips for a successful program:
- Define the Specific Goal of the Promotion: Be specific. Sell X number of units, reach a specific number of new customers, increase trial usage by X, etc. The more specific, the better.
- Define the Target Audience: Often overlooked, or vaguely grouped as "prospects" or customers. "Working married women in Wisconsin with incomes above 50k with two children over age 5" works better, as it helps develop the theme and message. Know the target audience's needs, and make sure your premium product offer fulfills those needs.
- Integrate a Theme: The product you choose, logoed or not, should convey the theme of your promotion. This needs to be consistently carried out in all program materials: sales fliers, premium product packaging, print, online materials, etc.
- Support the Theme with a Specific Tagline and Message: Your promotional tagline and message should be written from your target audience's point of view, linking the benefits of your product with their need.
- Choose an Incentive Product that has a Natural Fit for your Theme or Target audience. Luggage for business travelers, cameras for families, innovative coffeemakers for the latte crowd.
If you're having trouble selecting the right incentive product, chances are there's a few checkmarks missing on the list above. When you have a specific goal, target audience, theme, tagline, and message, choosing the product should be relatively easy.
Whether you are looking for product ideas or you've got a certain type of product in mind, please contact Lapine and we'd be delighted to help you find the best products at the most competitive prices to meet your program needs.