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How do you effectively tell your story?

Wed, Mar 25, 2009

Promotional Products

mosaicBusinesses are continually looking to creatively build and maintain their brand awareness and every day we, as their audience, are exposed to thousands of brands and the messages they work hard to project.

Why do some brands and their messages hit the mark and resonate with the target audience?

Is it luck? Or, is it the use of a clear and comprehensive communication strategy – a clear message…..delivered consistently… a target audience……..everywhere and anywhere, including on branded merchandise.

Since we at Big Frey focus on branded merchandise, we pose these simple questions: Does the branded merchandise your company uses at career fairs or tradeshows help to translate your communication strategy? Do you identify goals for the branded merchandise you purchase? Have you figured a way to evaluate the effectiveness of the promotional products you are handing out?

If the answer is yes then you are probably using your communication strategy effectively, you are probably reaching your audience and you are yielding positive results.

If the answer is no, then you are certainly missing the boat and wasting precious time and money.

If you use branded merchandise, then use it to advance your brand and your messaging. We hear from so many clients that they “use whatever is left over from a previous event.” How does that attitude further your message? It might further “a” message but to the wrong audience. Typically, promotional products used in that manner do not resonate with their audience, do not connect, do not yield favorable impressions and do not achieve the ultimate goal of building or maintaining brand awareness.

Today, companies have myriad tools to spread their messages and “touch” their audience – from email to snail mail to printed literature to websites to Twitter to Facebook to blogs to public relations to promotional products. Each and every single “touch” provides an opportunity to communicate your message, adding an additional brand impression. So use your tools wisely and follow your communication plan no matter how you tell it.

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4 Responses to “How do you effectively tell your story?”

  1. Rick L'Amie/MoxieMarketing Says:

    Excellent observations and key questions for any size business to consider. I have coached and counseled companies to consider every aspect of their presence at a trade show. Their brand is communicated by their body language (don’t sit slumping in a chair – stand up near the aisle), their facial expressions (actually look like you’re happy to be in that booth all day!) and a firm handshake accompanied by direct eye contact. You’ve got about three seconds to make a connection. Engage the approaching customer with a greeting, a smile, or hand them something — whether it’s the promotional product, or an interesting business card that has something of value on it. Most people will probably take it, even if they don’t stop. They’ll stuff it in their pocket and probably read it later. Never group up and talk amongst yourselves. Ask questions and listen. Above all, spend a little effort to come up with an attractive, inviting booth design. I was at a local Green Living Home Show recently, and so many companies had junked up, cluttered booths. The ones that caught my eye used consistent brand colors and displays in everything from promotional products, to panel displays. And it doesn’t have to be expensive.

  2. Andra Says:

    I along with my 9 year old daughter and her dad viisetd this shop, it was amazing, especially the coconut m&m’s, loved them, bright and cheery and the staff are really nice, all in all a great visit was had by all.

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