Marketing Alignment, Where Branding Melds With Business
Do you know the best ways to promote your brand? You might just think that all promotional products are created equal, but the reality is, some are better than others depending upon what your unique company represents!
Here’s an example, with the company involved remaining unnamed (because it’s embarrassing!):
A well-known luxury vehicle manufacturer wanted to have custom t-shirts printed to promote their brand at events. The ad agency representing them contacted PROMOrx to find out what their options were. They wanted very inexpensive t-shirts, produced at such a low cost that the low quality would be very visible (think a see-through fabric, and very little resilience in the washing machine). Let’s take a minute to consider what they were asking for….a low-quality product, that would ultimately represent a very high quality brand lauded for its luxury.
We told them that we recommended a higher quality item, as upscale as the company it was going to represent. They didn’t agree. That results in a major disconnect between brand and marketing.
Moving forward, PROMOrx simply wasn’t able to help them. After careful consideration, we explained to them that as much as we were grateful for the opportunity, we simply couldn’t put ourselves behind a very clear misrepresentation of a brand we so respected.
At the Intersection of Your Brand & Consumer Expectation
That above phrase offers key words to remember: clear representation of a brand. The products you choose for marketing your company should showcase what your brand is all about. It’s what your customer expects. Don’t let them down!
A health food store furthers its message of healthy living, and caters to the healthy lifestyles of its customers, by providing wellness-related branded giveaways like vitamin chewing gum or a soft workout mat with tote bag.
Quality also comes into play. If you tout your company as a luxury manufacturer, or a customer service business that provides top-notch treatment, the quality of trade show giveaways and gifts to employees should promote the same message of quality.
Why are we telling you all of this? To help you promote your brand in the best way possible, so each promotional product you purchase fully does its job. It’s about getting your money’s worth.
Do Business, Better
Promotional products are a tool for you to garner attention and spread your company’s name. According a report by Aberdeen Research, “companies that are best-in-class at aligning marketing and sales experienced an average of 20% growth in annual revenue.”
Enable your company to reach its full potential in the simplest way possible: by using promotional products consistent with your brand!
Need advice? PROMOrx can help you make the right branded choices. All you need to do is call 888.553.9569. We look forward to helping you achieve your marketing alignment goals.