How to be Hyperlocal with Promotional Products

How can you use promotional products to brand your company as hyperlocal? First, identify what kind of company you are: Are you a small, locally owned business? Or are you a large corporation with many smaller locations? Both types will benefit from using promotional products to engage citizens in their communities.

First, let's talk about promotional products for independent local businesses. Consider using social media sites like Facebook, Twitter and Foursquare to promote word-of-mouth marketing for your business. Independent businesses depend largely on influencers in communities to become fans and spread the word. When your brand catches on, make sure you’re ready with a presence on social media. Allowing people to check in on Foursquare and become mayor of your store or restaurant will create an online and offline buzz for your business. Use promotional products to reward your “mayor.” Put a sign in your shop window informing visitors that the 10th person to check in on Foursquare will receive a free t-shirt, or that your mayor will get a month of free video rentals. (Did I mention you’re a video rental store?) Every month give away a promotional product like a BPA-free water bottle to someone on Facebook who “likes” your page. Use Twitter to post pictures of the promotional product and announce the contest.

On the ground level, offer small promotional products for free on your front counter. Stickers and buttons are inexpensive yet desirable. I take cool buttons and stickers whenever I see them at a place I like. I put stickers on my old tiny television and coffee maker, and pin buttons on my purse or jacket. Determine what kind of promotional product will most appeal to the people who frequent your business.

Perhaps the best way for small businesses to market with promotional products is by co-sponsoring a community event. If you’re a coffee shop, consider showing up at your non-profit art house theatre’s next showing. Pass out free coffee and small promotional products. Set up a mic before the showing and prepare some trivia about the upcoming film. Give travel coffee mugs with your logo to people who answer correctly. Make sure you imprint the mug with your website or Twitter handle so that new fans now know where to find you.

If you sell services rather than goods, try imprinting a small amount of well-fitting, attractive t-shirts with a custom design. Give one of these promotional products to each employee to wear on weekends around town. The eye-catching shirts will naturally attract questions and give your employees the opportunity to champion their workplace and network in a non-icky kind of way.

Now let's move on to promotional products for large companies with hyperlocal branches. Just because you’re a big corporation, you don’t have to treat your office’s neighborhood like a necessary evil. Get involved. Pabst Blue Ribbon is one company that has shown a knack for getting hyperlocal with promotional products. They show up at indie theatre showings of Blue Velvet as well as local record store events. They’ll set up a branded cooler and pass out cans of beer. Having a basic promotional product like a logo tablecloth will take you miles. A tablecloth is easy to fold and stick in the back of your car, and you can take it to any event you’re sponsoring and set up a stand. Just talk to the coordinators beforehand, choose something to offer for free, and find some staff members who would like to represent you at a fun community event.

Showing up at events around town will brand you as a business that cares about its surroundings. But don’t just sponsor; engage. People can see through obligatory charitable giving from a mile away. Get involved and send staff members who want to be there. Your booth or table doesn’t have to be decked to the nines. A simple tablecloth is enough. Bring promotional products with a high-perceived value but low enough cost that you can afford to give them away.

For the upcoming summer months, try sunglasses. You can get them for around a dollar apiece, and, as I’m sure you know, everyone loves sunglasses. They become an especially hot item at hot outdoor festivals where people inevitably forget or lose their sunglasses. Even people who have some already can’t turn down a free pair -- especially if you order well-designed products.

Most of all -- whether you’re a large or small company -- use promotional products not just to get customers, but to reward fans.

Acree Graham is a Marketing Coordinator at Pinnacle Promotions, where she writes articles, blogs and web content about marketing with promotional products.

Article Source: http://www.marketingarticlelibrary.com

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