Target Your Promotions For An Effective Marketing Strategy

Article by Alan Grainger

Austerity is the buzz word among politicians at the moment as they grapple with the budget deficit. In real terms that means businesses do not have a whole lot of money to spend and that for the foreseeable future, times will be tight. Efficient use of resources is one way of controlling costs and in the world of marketing that is becoming Increasingly important.

In a world where outgoings will be scrutinised like never before businesses have to be smarter when it comes a bit to promoting themselves. That means getting the most for your money. Gone are the days when businesses could adopt a scattergun approach to marketing, flooding all of their customers with elaborate promotional products and draining the marketing budget in doing so. The modern marketer has to be smart and target their promotions to specific audiences more than ever before. By doing this they will be delivering the most appropriate marketing to the right people.

So what does that mean in real terms? With the festive season just around the corner and turning attention towards corporate Christmas gifts, the opportunity for using these as a marketing tool are obvious. It is commonplace for businesses to reward their customers with Christmas corporate gifts every year and they offer EffectiveMarketing opportunities, putting a practical branded item into the hands of your clients. But where does the approach of gifting your clients at Christmas fit in with this new age of austerity?

Back in the good old days, companies would spray out corporate Christmas gifts to everyone on their database Which would lead to a great deal of exposure, but what ever this approach effective?

When it comes to Christmas corporate gifts, targeting and personalization is the key. Rewarding your best customers with a premium item will make more of an impression than giving out promotional plastic pens to 100 less prominent clients. By giving your best customers a premium corporate gift you are showing your gratitude for their custom rather than blatantly marketing your brand and this will leave a better, lasting impression with the client. Find out who your top 10% of customers are and do some research to find out what will really make an impression with them.

Target your top 10% in this way and you can then evaluate what your strategy will be for the remaining 90%. It may well be a standard promotional corporate gift or something more, what is most important is that your best clients feel valued. Remember, these might not be the same people every year so you should not worry about leaving people who are out on the cusp. You may even want to stagger the quality of your gifts and introduce another category, but what matters is that you are targeting the recipients by using specific criteria. This way you can identify your top clients and Ensure they are receiving your personal attention.

We may well have to think more carefully about how we are spending the budget in this environment, but in some ways it may well benefit the effectiveness of marketing methods. By introducing a more targeted approach to your Christmas corporate gifts this year you will not only save money, so you may find that your Christmas marketing approach will be more effective.

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