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Each company must provide for advertising gifts to satisfy its loyal customers and prospects. A very developed method that more and more companies adopt, but what is really the purpose of the advertising article? How to use it in your own business? How to make promotional items a marketing strategy ? These are the right questions to ask yourself. Trying to learn more about the subject is interesting, even better, you need to know how to use them effectively. In our article, we process the advertising article in detail.
The advertising article: where did it start?
The history of the advertising article goes back to prehistoric timesIn the Middle Ages, when political discussions between clans took place, it was common to see one clan offering a gift to the other.
Strictly speaking, it is rather to antiquity, when we started to perceive the frequent use of advertising items at the beginning of the commercial exchanges. The merchants of the time offered their customers handmade objects, or local specialties in order to build loyalty and create links.
Towards the end of the Enlightenment, the advertising object appeared under its current definition. Indeed, it is at the early 19th century that pictures, calendars, key chains, and many others, were used as promotional gifts.
Over the years, this technique has continued to develop to become a real step in marketing strategy, from the largest companies to the smallest.
How to give an advertising item to the right person?
Even if, in the majority of the time, the advertising articles are not expensiveIf you are going to give out thousands of items all over the city, it won't help. You have to know which item to give to which person. The key is to know how to target clientswhich will not only save you money, but will also increase the number of your followers.
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It is important to know that these are not just any objects that you will distribute in the street for people who will only throw them away or not use them. Or if not, find people who will use them but are not loyal customers. Then you can:
- Offer an item for more than 2 purchases ;
- Offering an item during a contract negotiation;
- Take advantage of moments of relaxation between you and your customer to offer him a small gift;
- Avoid self-serve counters.
For example, in rainy weather, you can offer umbrellas with the colors of your logo or of your brand for all your customers.
How to make the advertising article a marketing strategy?
Formerly considered as small gifts that serve to build customer loyaltyThey are now part of the marketing strategy, and even the budget devoted to them has increased significantly.
Of course, it should be noted that this has nothing trivial. There is a big difference between spending money on USB sticks, pens, and other promotional items, and actually developing a good segmentation strategy and making these advertising articles arrows that will directly reach several age groups.
For example, it is possible to create a digital key ring which will allow you to know exactly where your customer is located, in order to send him/her adapted promotional offers. It is best to see corporate gifts as a real way to connect with all age groups of customers, and make them feel that it is a reward or a thank you because they bought one of your products.
In conclusion, we remind you that the advertising article is not something you can hand out at random, but a strategy you need to consider to attract more customers.
