Promo Products Tips #3 — Who’s the Audience?

In order to figure out what to get for a planned marketing project you first need to answer a very key question. Who exactly is your intended audience?

This is where the great diversity of promotional product offerings really comes into play. In an industry that contains literally thousands of different logo items, be assured that there is something available to meet everyone’s taste. And while it’s impossible to please everyone, you can nonetheless easily target your desired audience — so long as you select the proper product.

But in order to make the right selection, you need to know exactly who you are trying to reach. This requires some filtering. And you do this by asking some questions that are designed to narrow the audience focus down as much as you can. Sometimes it’s an easy process. Sometimes not so.

Example- say your target is teachers and you want to raise awareness about an insurance product that you’re trying to sell them. Some of the questions that might have to be answered include: Where do they teach? Which grade level(s)? Is there a significant majority of the teachers in one age category vs another? Are you trying to reach married or single teachers? Are there any particular values that would be common to the majority of the targeted audience? Do we need to be sensitive to any potential unintended messages that students might receive should they see the product (which could speak to the grade level the teachers are teaching at)?

With many projects it’s not necessary to ‘drill down’ quite this much, but with some that are a bit more complex, doing so can definitely help narrow the pool of potential promo items that would meet the intended goals.

Knowing exactly who you’re targeting however is always a key step.

This is the latest in my series of tips for the best ways to utilize promotional products to accomplish marketing objectives. Check out the rest.