The trouble with amateur marketers and inexperienced business owners is that they tend to view incentive marketing on a very basic level, with that very perception prohibiting them from taking full advantage of the concept and incorporating it into their direct marketing campaign. With a well-developed marketing campaign using gifts or merchandise incentives, you will not only increase the visibility of your small business despite overwhelming competition, but also improve the rates of conversion your business has when it comes to turning leads into clients, and clients into repeat customers. Here are some things you need to know about using gifts and other similar incentives in your direct marketing plans:
Incentives are Gifts, Not Giveaways
Some marketers think that buying some promotional items and giving these away indiscriminately counts as a great incentive plan. While some recipients of these items may remember your company or brand, the potential of the gift to imprint your business on the consciousness of the recipient remains unused and becomes wasted. If this is how you think your customer incentive plan should be, you will not be able to take full advantage of its possible benefits, such as staking your claim in the market or revitalizing the image of your company, product, or brand.
Treating these gifts as giveaways also tosses aside the possibility of using the items as the foundation of a great rewards or loyalty program to get more clients, add to their purchases, or increase the referral rates for your business. There are so many ways to add to your business with incentive systems such as these, so do not consider the incentive as a plain giveaway.
Your Incentive = Your Company
Your choice of merchandise incentive reflects who your company is, or at least, what you want to project on the public consciousness. As they are given away to qualified leads or clients to increase your conversion rates, they also serve to remind the recipients of your business, brand, or company, making your selection important to your brand image. Since these gifts represent you, you will also need to take part in choosing these gifts. Canvass for the best rates and quality you can get from various providers, and then use these incentives in line with a sophisticated direct marketing plan tailor-made to be effective in reaching and holding the attention of your target market.
Marketing gifts should be treated as an important tool in your advertising arsenal, as well as a reflection of your business. Just as you would stay away from amateur marketers, steer clear of cheap trinkets bought at flea market prices if you want your incentive marketing to have positive, long-lasting effects.
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