Using Promotional Merchandise to Increase Lead Generation Effectiveness

Strategy & Case Study

When most marketers start work on their marketing plan...

Promotional merchandise is right at the bottom of the list of priorities

It is not seen as something that is strategically important

To most people, promotional merchandise is inexpensive giveaways to be used at events

They tend to be last minute afterthoughts

And you end up ordering anything as long as it has a logo and it can be delivered on time

We think if you work like this you are missing a trick

Using promotional merchandise as an integrated part of your marketing campaign can have a significant positive impact on results

Promotional merchandise can help your message get noticed

It can help your company stand out from the crowd

It can allow you to be more creative in your campaigns...

...add a new dimension to what you have been doing previously

And it can help you engage more effectively with your customers or prospects

The bottom line is this - Promotional Merchandise can make your marketing campaigns more effective

Here is an example from one of our customers - Kofax UK

Kofax wanted to put together a personalised campaign to their most strategic target accounts

As part of the campaign they developed a dedicated microsite with tailored videos as well as new written content

The next step was to get people to visit the website, watch the videos and download the content

The plan was to do the usual kind of email campaign to drive traffic

But they wanted to do a bit more... so called us up for some ideas

As well as the email, they followed up with a high impact direct mail piece...

...that used promotional merchandise at its heart. In this case it was a pair of branded earphones

The mailer asked the recipient to do 4 things:

1. Plug the earphones into their PC2. Visit the website3. Listen to the video4. Contact them if any more info needed

The campaign was mailed out to 2000 contacts and followed up by telephone

You want to know the results?

Traffic drivers to microsite (from a closed list of 2000 names):

email - 35DM (postcard) - 14

DM (earphones) - 284

The Direct Mail piece with the earphones was 8 times more effective in driving traffic to the website than the email campaign

Not too shabby... and there is more...

During the telephone follow up, 65% of the people who were spoken to remembered the mailer and (more importantly) remembered who the

mailer was from

The callers all agreed that “Hello, I am the person who sent you the earphones...” was a great ice breaker and conversation starter...

...and the earphones definitely helped get the company noticed

With our help, Kofax really stood out from the crowd

That programme generated over $1m in qualified sales pipeline and over $250,000 in sales

Not bad for a pair of earphones

If you want your marketing programmes to stand out from the crowd and engage your customers and prospects...

...why not partner with Outstanding Branding and take your marketing programmes to the next level?

Promotional merchandise for stand out brands

call: 020 3142 6700email: info@outstandingbranding.com

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www.outstandingbranding.com