A recent client of ours in the medical field was taking up a new marketing initiative. Typically, this client directed their marketing effort towards doctors who would then refer patients to this facility. However, with the increase self directed insurance plans and the internet creating a well informed patient, this client decided it was time to take their message straight to patients. After receiving a budget busting TV and internet plan from an advertising agency, the client sought out their Newton representative for some ideas to engage patients.

Promotional products are made for this scenario. The goal here is to remain top of mind to your audience so that when they need the services that you provide, you are first on their list. To achieve this with a mass media approach, you must maintain a consistent presence on the airwaves or cyberspace. Purchasing the advertising space alone for a consistent campaign can be costly and that’s not including the cost to produce a spot.

Promotional products can provide the same consistent presence for considerably less. A simple, inexpensive magnet or calendar is seen multiple times a day by the person who receives it. The incredible number of impressions a promotional product can generate is due to its usefulness. These items have a way of integrating themselves into the daily routines of your target audience. The useful and non-intrusive nature of promotional products, make them an appreciated form of advertising.

The ability to engage your audience this way is very important in what’s becoming a more social marketplace. Emotional connections and overall experience are playing an increasingly important role in the purchase decision process. Promotional products work based on the simple premise of giving someone a gift and the resulting emotional response. With each impression, the recipient is reminded of that initial positive impression.

When looking to get your message straight to your target audience, it is important to engage them on a personal level. This is difficult to achieve with a television campaign. Social media can achieve a personal connection to a point, but promotional products add the emotional response. Feel free to discuss below.