Welcome to our in-depth blog post about how businesses can use promotional and marketing materials for brand building! š If you're a business owner or part of a marketing team, listen up! You know how important it is to get people to recognize and love your brand. That's where promotional and marketing materials come in handy. We're diving into things like print materials, promotional products, digital content, and even events to show you how you can make your brand shine. š What's more, we'll share real-life examples and super-interesting stats to help you understand why these tools are essential for your business. Ever wonder how you can make people remember your brand? Want to know how to get more people excited about what you do? Curious about how to stretch your marketing dollars while making a big impact? We've got you covered!
PromotionalĀ andĀ marketing materialsĀ refer to any items or content created by a business to promote its brand, products, or services. These materials are a key part of a businessās marketing strategy and can be leveraged to build brand awareness and loyalty.Ā
Here are some of the main types of promotional and marketing materials businesses use and how they can effectively utilize them:
Print Materials
Print materials like brochures, catalogs, flyers, and direct mail are a traditional way for businesses to promote themselves. Though print is evolving in the digital age, it still offers benefits:
- Branding -Ā print materials allow full control over design elements like logos, images, fonts, and more to create a cohesive brand image.
- Tangibility -Ā physical materials can seem more ārealā to customers versus digital ones.
- Distribution -Ā prints can be handed out, mailed, and displayed in stores to reach customers.
To leverage print materials, focus onĀ great designĀ and target them to the right demographics.Ā Research has found that customized print materials deliver about 9x the response rate of generic materials.Ā As an example, a small business owner could createĀ branded flyers to hand outĀ at local events that include a coupon or special offer to generate interest.
Promotional Products
Promotional productsĀ are branded items likeĀ apparel,Ā office supplies,Ā custom bags, andĀ tech accessoriesĀ businesses give away. According to theĀ Advertising Specialty Institute, promotional products receive 7 touches per impression, meaning theyāre frequently seen and used.
Effective promotional product campaigns:
- ChooseĀ useful itemsĀ customers appreciate, not junk thatās tossed aside. Useful items likeĀ mobile chargersĀ orĀ reusable water bottlesĀ serve a purpose.
- ConsiderĀ demographic relevance. A tech company giving awayĀ smart speakersĀ may see better engagement than random branded garb.
- Use niceĀ quality goodsĀ that reflect well on the brand through their construction and materials.
š”Ā A great example is aĀ small business ownerĀ successfully promoting her company by giving awayĀ free t-shirts with her logoĀ at a local event. TheĀ branded merchandiseĀ created a lot of buzz.Ā š”
Digital Content
Digital contentĀ like website pages,Ā blogs, videos, social media, and more helps brands connect withĀ modern audiences online. Social media alone has 4.2 billion users worldwide as of 2022.
Winning tips for online content distribution include:
1.Ā OptimizingĀ content for organic search through SEO titles, schema markup, and strategic keywords so content surfaces in search engines.
2.Ā PromotingĀ content across owned channels like email lists, websites, and social feeds to convert existing audiences.
3.Ā GettingĀ shareable contentĀ in front of micro-influencers in the industry who can expose the brand to new, targeted followers.
š”Ā A nonprofit organization leveraged promotional social media posts and videos to raise awareness for their cause which helped raise significant funds.š”Ā
Website
A company websiteĀ is the digital hub anchoring most promotional efforts. Consider:
1.Ā Clean, on-brand web designĀ that immerses visitors in the look and feel of the brand. Consistent branding boosts familiarity.
2.Ā Helpful, optimized contentĀ like blogs, videos, and product descriptions that follow SEO best practices to rank high in organic search. Most web traffic comes from organic search.
3.Ā Clear calls-to-actionĀ across the site guiding visitors to convert through sales, subscriptions, inquiries, etc.
Advertising
Paid advertisingĀ like search ads, social media ads, and banner ads enables brands to put their message in front of motivated audiences. Digital ads allow precise target marketing but also work for broad brand awareness.
Cost-efficient ad campaigns utilize:
1.Ā Carefully researchedĀ and set up ad targeting factors like demographics, interests, behaviors, etc. Proper targeting ensures ads reach the right people.
2.Ā ROI analysisĀ to calculate return on ad spend and adjust budgets to the most profitable channels.
3.Ā Split testingĀ different versions of ads to keep improving engagement and conversion rates.
š”A large corporation successfully promoted a new product with coupons distributed through print and digital ads, generating substantial sales of the new offering.š”
Events
In-person and online eventsĀ like conferences, trade show, webinars, and local activities let brands directly interface with current and potential customers.Ā 72% of marketers say in-person events like conferences are their most effective channel.
Successful event marketing leverages:
1.Ā Audience insightsĀ to host events tailored to their preferences and interests. An outdoor blogger conference draws a very different crowd than a SaaS trade show.
2.Ā Thought leadershipĀ and subject matter experts from the brand to establish authority. Show donāt tell.
3.Ā Memorable attendeeĀ experiences through engaging speakers, productions, hands-on demos, etc. toĀ build positive brandĀ associations.
No matter whatĀ promotional materialsĀ or channels a business uses, the strategy always connects back to broaderĀ brand building. Every touchpoint and interaction shapes audience perceptions of a brandās image, expertise, quality, and more. Great execution turns materials into more than one-off ads - they become strategicĀ brand-building tools.
Olivia Smith
Lead Content Strategist
Olivia Smith is our Lead Content Strategist at PromotionalProductInc.com, specializing in creating engaging, SEO-rich content. With a keen eye for market trends and a talent for storytelling, she brings our brand's message to life. Her expertise in digital marketing and passion for customer-centric narratives make her a pivotal part of our team. Join Olivia as she crafts compelling stories that drive brand awareness and value.