- Remember that whilst in use, the central area will be covered by the coffee mug. Design your coaster with print around the edges so that your marketing message is seen at ALL times.
- Consider using a trackable unique telephone number so you can measure their effectiveness.
- Make your coasters really stand out by selecting an unusual base material. You can get glass coasters, leather coasters, ceramic/earthenware coasters, or maybe you’ll go ‘green’ and have a coaster made from recycled materials?
- A lot of desks will already have a coaster. Is your design good enough to make the recipient choose yours over their existing one?
- Let your competitors spend all the money on the more expensive promotional coffee mugs. Just make sure they use your lower cost coasters to put them on!!
- Promotional Coffee Coasters can last a long time. We regularly see examples, still in use, that are more than ten years old, so make sure your message doesn’t ‘date’.
- Choose a coaster shape that compliments your brand/logo/message. Instead of the more common square or round shapes, why not consider: oval shaped coffee coasters, octagonal shaped coffee coasters, heart shaped coffee coasters, house shaped coffee coasters, and there’s even a coffee coaster shaped like a jigsaw puzzle!!
- Promotional Coffee Coasters are perfect for mailshots. They slip into a standard envelope, and go ‘letter post’ saving you money on the more expensive ‘lumpy’ items.
- Put a ‘call to action’ on your Promotional Coffee Coasters. They’re a marketing tool and a daily ‘memory hook’, so invite your prospects to do something. Visit your website perhaps?
- Purchase more than you think you’ll need. It’ll make the cost per coaster cheaper so you won’t mind giving them away!!
Archive for the Memory Hook Ideas Category
Every business owner, manager or sales rep I’ve ever met hands me their business card. After a quick glance at it, the conversation continues, and at some stage the card goes into your pocket, purse, wallet, etc. So what do you do with all those cards you’ve received?
OK, OK….. there’s some of you that will be highly organised. Maybe you file them, card index them, alpha sort them into wallets or boxes, or if you’re really techie, you may scan them into your computer or mobile device.
BUT WHAT THEN?
With so many people and cards to remember, how will you re-call that person you met at a function, who was mildly of interest, but who you’d now like to make contact with? I for one, struggle to remember all the details of the folk I meet. I may recall their face, and their business proposition, but I struggle to remember their company name, so how can I find their card and their details?
This week, I was at a business networking event, and the guy sat next to me asked me if a promotional pen was all it was cracked up to be. (Promotional pens are reputed to be the single most effective promotional giveaway in the world!!!) I was just about to get the luckiest break ever…… I caught sight of a promo pen in his inside jacket pocket. I couldn’t see much (rude to stare), but I could see a red pen clip with some branding on it, and seeing how this guys logo and branding was predominantly green, I reckoned it was unlikely to be his own branded pen…. and I was right.
I told him that if you used a promo pen, and you managed to become the recipients ‘favourite’ pen, then you’d be kept. If you gave away tacky, boring pens, then the likelihood is that your pen will be discarded. To prove my point, I then asked if he had a favourite pen. he said he did, and then he reached into his jacket and pulled out the pen I’d seen, declaring, “I’ve had this one for ages, I love it”.
People of the world wide web, let me tell you, my jaw hit the ground, I was astonished…… he was holding one of my very own promotional giveaway pens!!!!
Now here’s the thing:
- I’d only known this man a few months.
- The pen he had kept was a pen that I’d given away to promote my own company, but which I’d not used in over three years!!
- He didn’t even know where he’d got the pen.
- He hadn’t even realised that the pen was one of mine.
- BUT….. he’d kept it, for several years!!!
In my opinion, he had had my ‘business card’ in his jacket pocket for three years. He had been holding my ‘business card’, every time he used it to write. He may not have ever wanted to buy a promotional gift, but if he had, then he was holding my contact details in his hand.
In my humble opinion, when chosen and used correctly (ask me how), the promotional pen is more effective than the business card.
Do you measure how effective your marketing initiatives are? All that time effort and money you’ve been spending on brochures, leaflets, flyers, advertising, etc, how do you know which is effective and which isn’t?
Here at RT Promotions the best thing about working with promotional gifts is that you can, if planned in advance, quite easily measure their effectiveness. One of our clients wanted to do a mailshot campaign to their prospect database. We worked with them on putting together an appropriate branded giveaway and supplied them with 1,000 promotional coffee coasters. Perfect to go into a mailshot campaign, as their size and weight don’t add to the postal costs here in the UK.
But here’s the thing, here’s the one thing they did that allowed them to measure this promotional idea…. they used a unique email address and telephone number on the coasters. It’s really easy to do this, and allows you to track incoming emails and calls, and of course, because the details are unique, it can mean just one thing, the enquiry has come as a direct result of the promotional coffee coaster campaign. I can tell you that they had over 50 enquiries as a result of the campaign, resulting in 10 new customers. Lets say the cost of the coasters was £500 (it was cheaper, but lets play a worst case cost scenerio). If it cost £500 and you secured 10 new customers from the campaign, then the cost per customer would be just £50!!
Or, put another way. If each customer spent an average of £750 with you, and you made a margin of 33% on each one, then the campaign would have brought you additional profit of £2,500.
So lets look at ‘Return on Investment’ one more time shall we? You spent £500, and made an instant return (profit) of £2,500!!! I’d say thats pretty good wouldn’t you?
Just two more thoughts…
1: Those customers should continue to buy, so ask yourself the question. What’s your average customer spend/profit over a year. The think how many years does your average customer stay with you for? That figure is the TRUE return on investment, as your initial £500 will continue to bring you a return from those customers for years to come.
2: Lastly, think about the 950 other businesses, that received your coffee coaster, but didn’t instantly respond to the promotion. They could well still be in use, constantly reminding folk of your brand and service delivery. Think of them as ‘ticking sales time bombs’, they could go off at any time, you could receive your 51st enquiry from the promotion.
For anyone with a customer-facing business, building ‘loyalty’ from your clients has got to be the main challenge hasn’t it? They’ve met you, sampled your products or services, and now you’d like them to return.
Now you could argue that if you’re any good at what you do, your customers will return anyway, so I guess, for you, there’s no problem!!! You never lose any of your clients to competitors do you? I bet there’s not many business owners that would make that statement….
So how could you go about building loyalty, and how could my company, RT Promotions, help you?
For many of our clients, the answer has been to use a ‘loyalty card’.
We offer these cards for use as either Membership Cards, Loyalty cards or even VIP Cards, and then brand them to our clients own personal spec, and in the example I’m showing you here, that’s a beautiful full colour image of a traditional English pub, complete with thatched roof. The cards can have a magnetic strip on the back, for use with swipe machines, can be individually numbered, as well as having a signature strip. The possibilities are endless, but it’s ‘how’ you use them that will ultimately encourage your customers to pay you a repeat visit.
As a promotional gift item they are perfect: they go direct to the individual person you want them to, their use is measured, and your return on investment is visible.
It’s still only October and yet I had to scrape the ice off of my windscreen on Monday morning, and would you believe it, I couldn’t find my windscreen ice scraper from last winter. Driving into the office I pondered on that fact, and decided to put together a unique promotional offer, giving my clients the opportunity to have several hundred promotional gifts that will be ahead of the game, well received, as well as being a bargain.
Ice Scrapers are promotional gifts that will hang around for years, and with your name, logo and message on them, are brilliant ‘Memory Hooks’.
There’s no disputing that ‘lumpy mail’ stands more chance of being opened than the standard leaflet/letter drop stuff, so it seems to me, that if you’re going to go to all the time, effort and expense of creating a mailshot campaign, it has to be effective, it has to bring you a return on your investment (ROI), and a promotional gift is a sure fire way to achieve that. But which one?
Here at RT Promotions, we try hard to not just sell our clients the first thing they ask for, we’ll usually ask them a few questions, not least, “How are you going to give these to your target market”. It may seem a daft question, but its an important one. You may be handing them out on the street or at a trade show, you may be giving them to folk you personally meet, you may be putting them into a goody bag, and lastly, you may be mailing them. Take a coffee mug for example. They’re a brilliant promotional gift, but, if you’re mailing them out, you’d better allow for a couple of things: 1: the costs of mailing such a lumpy/heavy item, and 2: the amount of broken mugs you’ll probably get.
Here in the UK, the mail system ‘measures’ the package you are going to post, and the cheapest item is referred to as a ‘letter’. To get your package classed as a ‘letter’, amongst other things, it mustn’t exceed a certain width, something like 10mm. At that width, practically all of the most effective promotional gifts are excluded, even the printed promotional pen can no longer be sent by letter post. So what can, and what’s effective?
Printed Fridge Magnets.
They’re perfect for the post, they come in all kinds of shapes and sizes, are printed in full colour (allowing your imagination to run wild with the visuals), and are available at a low cost – perfect for lumpy mail. It used to be the case that to get an unusually shaped magnet you’d have to pay for a set-up/cutter, but that’s hardly ever the case these days, with literally hundreds of pre-formed and pre-cut shapes for you to select from.
If you get the image right, these printed fridge magnets will hang around for ages. Think of all that memory hook marketing they’ll get. each time your customer walks by the magnet, they’ll subliminally see your brand or message. At such a low cost, these little promotional giveaways are sure to bring you a return on investment.