Admit it: You love receiving gifts. And so do your customers. So why limit gift giving to the holiday season? People appreciate this gesture any time of year and for any reason. By surprising them, you can subtly persuade them to take action with your company.
In fact, the idea of giving gifts, such as promotional products, as an integrated marketing strategy is rooted in psychology. A columnist for “The New York Times,” MP Mueller, examined this marketing phenomenon recently and focused on the research of Dr. Robert Cialdini, author of “Influence: The Psychology of Persuasion” and professor emeritus of psychology and marketing at Arizona State University.
Humans are hard-wired to respond when they receive something. According to Dr. Cialdini, “there is not a single society in the world that doesn’t train its people from childhood to this rule.”
With this principal in mind, imagine your customers’ delight when you send them an unexpected gift — then imagine how they will return your goodwill with loyalty that leads to increased sales, word-of-mouth buzz and satisfaction.
The ways to surprise your customer base are limitless. Here are few suggestions to kick off your creative thinking:
Send a branded promo product… when you want to say thanks:
- After a prospect visits your trade show booth
- When a customer refers you new business
When you want to celebrate:
- A customer’s birthday
- The anniversary of a customer’s first order
When you want to keep in touch:
- If a customer hasn’t been active for a while
- To keep the dialog going after a seminar or networking event
To spark your creativity further, try out some of the ideas presented in “Complement Integrated Marketing with Promotional Products.”