Utilising promotional products in integrated marketing campaigns

An integrated marketing campaign essentially means the use of different promotional methods (paid advertising, public relations, promotion, owned assets, and social media) that are intended to reinforce each other. These different methods are leveraged according to their strengths to achieve a greater impact than one channel could achieve individually.

Promotional products are often the missing ingredients to a successful integrated marketing campaign. They are an integral, strategic component of marketing campaigns and it is important that they are not treated as afterthoughts. Promotional products provide a way for people to interact with a brand. They have long lasting reach so the potential return on investment is significantly higher, while the cost per impression is significantly lower than most other forms of advertising.

The products chosen for an integrated campaign will represent your company and should tie in with what you are promoting. They need to showcase your brand, reflect well on your company and impart the message of your marketing campaign.

A great example of this is Heinz Tomato Ketchup’s use of free promotional packets of tomato seeds as part of their integrated ‘grow your own’ marketing campaign. The promotional gift ties in perfectly with the brand as well as the message of the marketing campaign. They also provide the impetus for people to become more involved in the brand’s online community. This is an example of the promotional product facilitating the call to action that you require from the recipient. The Heinz campaign uses a number of calls to action: there is an option to request your free seed packets by joining their online community, they provide tips on how to grow your tomatoes if you join the community and there is a competition for those taking part. The competition winners will again receive Heinz branded gardening goodies.

Promotional products are highly versatile, allowing for great creative flexibility. The options for types of products and branding opportunities are endless. A promotional merchandise supplier can provide guidance on the best promotional product to suit your campaign, as well as advice on branding, lead generation, appreciation and the life of the product.

If you would like any help or quotes for a specific product, email admin@promotional-merchandise.or.uk or submit a free quick quote request and we will put you in contact with three leading UK promotional merchandise suppliers.

While other marketing methods can open the doors, the tactile and useful nature of promotional products means that they will leave a lasting impression.

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