HOME :: MARKETING SERVICES :: PROMOTIONAL SERVICES
Human beings by nature are driven by incentive. Incentivizing the action marketing activities aim and generate is the single best way to increase retention and response. That's why JDM offers promotional services including:
- Pricing Promotions
- Promotional Products with long "Self-Life"
- Informational Offer Development
- Service Promotions
- Small-Scale Promotional Event Management (under 1000 attendees)
When evaluating the best promotional activity, there are a few things to consider.
What is the "Net Lifetime Value" of a single new customer?
Considering how much a single new customer generates in revenue during the typical sales cycle will essentially set the budget for the promotional campaign. The higher the net lifetime value of at least one customer the higher (and therefore more action-provoking) the promotional value can be.
What does the target audience for the campaign care about?
Mouse pads have become synonymous with irrelevant promotional items. The reason for this is pretty simple. Mouse pads are not relevant to people who own a computer, because people don't care about mouse pads.
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If the audience cares about cleanliness, consider a maid-service gift certificate. If the audience is a do-it-yourself type, consider Home Depot gift cards or heavy-duty toolkits.
Irrelevant promotions not only cost more than they return, they also demonstrate your business' disconnect from its target buyers. That's a dangerous place to be.
What has a greater extrinsic value than intrinsic value?
Power Plays like a sweepstakes to win a Caribbean island are great, but their intrinsic value is often higher than their extrinsic. To put it another way, great promotions begin with something that costs the corporation less than the perceived value the buyer bestows upon it.
A great example of promotional materials that have a higher perceived value than actual is the "Knowledge Play". This promotional campaign strategy (used mostly in B2B marketing) centers around offering information that's cost-prohibitive to the individual, but completely cost-effective as a mass-market promotion.
For more information regarding promotional campaign strategies, check out the following:
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