These days, it seems like everyone is talking about using the Internet to promote your business. Obviously, I don’t have to tell you that using the Internet to promote your business can be effective; however, let’s not forget that offline marketing can be just as effective, if not more so. An excellent offline advertising method is the use of promotional products.
Promotional products are a low cost and cost effective way to get your message across, these items can help you get in front of your customers and more importantly, stay there. In this article we will see the importance of residual marketing.
First of all, I think it will be useful to define what is meant by residual marketing. Residual marketing is a way to continuously market from a previous effort. That means you receive benefits from your marketing long after the event (trade show, exit, conference, etc.) is over. This is similar to how an actor receives residual income every time his movie is played on television or a song writer receives income every time his song is played on the radio.
This lingering effect is what gives residual marketing its power and why it’s so important. Think about it, you only have to do the job once, yet you reap the benefits of your work over and over again. One of the easiest ways to residual market is through the use of promotional products.
In fact, one of the reasons promotional products are so profitable is because of their residual marketing benefits. Let’s say, for example, that you send a letter to a potential client to introduce your services. This is the first step in marketing, getting in front of your prospect. Does the challenge become creating a strategy to stay there? What better way to do this than by using a fun and functional promotional product that will be used again and again.
For example, instead of just sending a letter to a prospective client, why not include a letter opener, luggage tag, keyboard calendar, or jar opener?
Now every time they use your item, they are gently reminded of your business. They feel good about you and your company, after all, who doesn’t love getting a free gift, right? Especially one that is useful.
Now, when the potential customer needs your service, they will be more inclined to call you instead of your competition. You see, you only had to market to your lead once, but you received residual benefits because you included a promotional item with your letter. That relatively inexpensive plugin worked for you over and over again without any effort on your part, like a silent salesman.