Integrated Marketing with Promotional Products

Effective marketing rarely depends on a single advertising method. Businesses often communicate with customers through websites, email, social media, direct mail, events, sales presentations and other channels. Promotional products can become another part of that mix by giving customers a tangible reminder of the company and its message.

What Is Integrated Marketing?

Integrated marketing means coordinating different marketing activities so they support the same message, brand identity and objective. Instead of treating each advertisement, email, event or promotional item as a separate effort, businesses can plan them to work together.

Consistent company names, logos, colors, messages and offers can make it easier for customers to recognize that the different pieces belong to the same campaign.

Give Your Marketing a Tangible Component

Many forms of marketing are viewed briefly and then disappear. A promotional product adds a physical component to the campaign. Depending on the product and audience, it may be used at work, at home, while traveling or during an event.

The goal is not simply to put a logo on an item. The product should make sense within the larger campaign and help reinforce the message you want recipients to remember.

Coordinate Promotional Products With Digital Marketing

Promotional merchandise can complement digital communication before, during or after a campaign. An email invitation can introduce an upcoming event, for example, while a branded item distributed at the event provides attendees with something tangible to take with them.

Digital follow-up can then continue the conversation after the event. Each part of the campaign serves a different purpose while supporting the same overall message.

Add Promotional Products to Direct Mail

Promotional products can also be incorporated into direct-mail campaigns. A dimensional mailing, product sample or useful branded item can accompany printed information when the format, audience and budget make that approach appropriate.

The merchandise should relate to the purpose of the mailing rather than being included simply for novelty. A coordinated message between the printed material and promotional item creates a more unified presentation.

Support Trade Shows and Events

Trade shows, conferences, company meetings and community events often combine several forms of marketing at once. Booth graphics, signs, printed materials, staff apparel and promotional giveaways can all carry elements of the same brand identity.

Planning these materials together helps create a coordinated presentation and gives attendees multiple opportunities to recognize the organization and its message.

Extend Customer and Employee Programs

Integrated marketing is not limited to advertising campaigns. Branded merchandise can also support customer appreciation, employee recognition, sales programs, product launches, training events and other business initiatives.

Selecting products that fit the purpose of the program helps connect the merchandise with the experience rather than making it feel like an unrelated giveaway.

Keep the Brand Consistent

Consistency is important when several marketing channels are used together. The promotional product does not need to duplicate every element of an advertisement or printed piece, but the overall branding and message should feel connected.

Before ordering merchandise, review the logo, imprint information, campaign theme and intended audience so the product supports the rest of the marketing program.

Choose the Product for the Campaign

Different marketing objectives call for different promotional products. An item for a trade show may need to be easy to distribute, while a customer appreciation gift may call for a different presentation. A direct-mail campaign may require something compact, and an outdoor event may benefit from products suited to the setting.

Start with the audience and objective, then select merchandise that fits the campaign, quantity and budget.

Make Promotional Products Part of the Plan

Promotional products are most useful when they are planned as part of the marketing program rather than added at the last minute. Thinking about the product early gives businesses more opportunity to coordinate the item with the message, event and other campaign materials.

Garrett Specialties can help you select promotional products that complement your marketing campaign, audience, event and budget. For assistance, call 1-800-320-1510.