The key to being truly memorable is to be willing to do what every other business in your industry either can’t or won’t. If you’re trying to drive new business, then there are countless ways to invest your advertising budget that will bring a better return (ROI). As a rule, people don’t remember a mug they picked up at a trade show, for example, but studies show they do remember an experience or a story. The movie stayed with you for a reason. It engaged your emotions the Philadelphia Phillies ring the bell P logo shirt and way the memory stick or a mouse pad just can’t. The best way to make giveaways effective as a way to keep you top-of-mind is to make sure you provide something buyers want to remember, first. An alternative would be to engage directly, or provide something that gets your buyer emotionally involved. The swag product is nothing more than a trigger to the memory of an experience they had talking with you, seeing a video, or reading a great customer success story that touched on their own pain points. And again, depending on your situation, there are different solutions. If you’re trying to drive local business, being directly engaged with your potential buyers is an amazing marketing tactic that costs little, if anything. If you’re already engaged and you want to increase brand awareness, the answer is still to engage your buyer. Make some news! Get out and give a presentation, add content to your website that gives back to your customers and is truly useful, or tell them a story about someone that has their problem. And then explain how you solve it. Are you trying to engage a potential customer and move them further into the buying process? I’d have to say, branded products just aren’t going to deliver. They aren’t designed to be a call to action.
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