I have spent the past weekend attending the blogopolis conference and surrounding functions relating to blogging and it made me realise how many businesses accidentally waste the chance to really promote their products.
If you are a business and contemplating a marketing campaign where people (especially bloggers) are going to test your product there is one vital thing to remember.
The tiny sample size packet is no good. Besides the negative environmental impact from packaging, most of the samples just get thrown in the bin. Really, most of us are not that desperate to trial a face cream by ripping open a tiny smidge of foil and squeezing like crazy to get four drips out.
We will not decide whether we like something from one tea bag being placed into a show bag at an event.
Nor will feeling the fabric swatch of something encourage me to purchase anything.
As a marketer and a blogger I have compiled and received many goodie bags over the last 15 years. I have had to source promo items and tried to build brand awareness through giving out 'stuff'.
At my most recent blogging events it was clear those companies that do get it oh so right and those that still think I should feel privileged to be able to trial their product.
Garnier stocked me with so much product to try that I did a deliberate promo shot on twitter for them. I will also be passing some product off to some other people as there is only so much moisturiser my legs can absorb, which gets their product even more exposure.
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| Thanks Glowless and Mummytime for modelling |
Blackmores kept asking if I had kids...than take these, and a husband try these, and don't forget to look after yourself, take these. Full sized products, not a tab of three trial pills. I stopped them at the Conceive Well products as I am not planning on ever needing to worry about my folate levels again. But I knew my brother was getting fish oil for his kids so I grabbed him a jar of those. He can try them for me (and them).
Mooo also got my tick, they included an offer of one of their products, I just need to order it online and they will send it out. I like this idea as it allows the person using it to really customise the product to be exactly what they want. If you don't want it, they have not wasted their time or yours and nothing extra is going to landfill. I can also make it a gift for someone else and make a tick on my Christmas list (hello Family Calendar for my sister!)
No need to shame those that didn't quite 'market' their wares so well, just a reminder that if you are paying to have your product displayed to a target audience, don't skimp on the most important aspect, your product.
Service providers have a much harder time at doing a giveaway or a trial offer, seriously, who ever wants to trial a lawyer just for the fun of it or hey, how about you go and see a psychologist and see if you (and they) are normal? But many still want to increase public awareness of what they offer and how they are better or different to their competitors. Again this is a tricky business and it is important to get right. But as far as I know, no one ever decided on a service provider by looking at a stress ball, a mouse pad or a pen, few people would decide on a travel destination simply because of a postcard in a bag full of marketing waffle that is usually tipped straight into the yellow wheelie bin.
So don't just empty out the marketing cupboards from old stock to fill a conference swag bag. Target the audience with something specific, show them how you are different and be available to talk with those that show an interest.
I have now received some rather bad items in swag bags and some incredibly good ones but I would love to hear some of the favourites or failures that you have received. Time to share the good, the bad and the skimpy.
