- How will you get promotional items into the hands of your target audience?
- How will you know if they thought the item was a marvelous gift or a complete flop?
- How will you gather and measure results and learn from the information you receive?
You’ve selected the perfect giveaway item for your marketing campaign. How will you get these prized items into the hands of your target audience? How will you know if recipients took the desired action after receiving the item? How will you know if they thought the item was a marvelous gift or a complete flop? Basically, how will you measure success?
Effective distribution and follow up can provide valuable feedback as to the success of your promotion and result in an improvement in the relationship between you and your customers.
Without a plan, these wonderful giveaways may remain in the warehouse collecting dust. They may be given at random to the wrong people, at the wrong time and really miss the mark. Worst case, you will never receive a return on your investment or realize their true power.
Decide on a plan for distribution, determine a way to gather and measure results and learn from the information you receive. Will participants receive giveaways after they perform a specific task (like completing a survey or sitting through an entire event) or will the items be mailed? What action do you want them to take once they receive your item? Will supplemental information accompany the item or will it stand alone? Will the items be placed in a central location for self service, or will they be given as part of a package? If the item is an award or recognition, will there be a presentation ceremony?
During the distribution process, gather information that will help you measure success. Some ideas include using interviews and/or surveys, measuring output, or improvement in a behavior or activity. After your campaign is over you should be able to answer some basic questions that will help you the next time you plan a promotion. Did you meet or exceed your goals? What worked really well? What can be improved next time? When will you start to see results, over time or immediately? How will you keep the momentum going?
Make sure that planning allows for the best and worse case scenarios. Brainstorm things that can go wrong and create a back up plan for major issues. Be flexible, head off as many negative scenarios as possible and you will score big points.