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Boost your marketing with some alternative advertising

February, 2023

When it comes to getting your name out there, the obvious thing to do is advertise but sometimes you need to complement the magazine, TV or billboard. Erica Jones, Account Director at Kent-based PR, marketing and public affairs agency Maxim, suggests a different approach.

Many of the alternatives can sound expensive, but I’m a big fan of cost-effective breakdowns of what initially seems like a big bundle of cash, so here we go: buy some (carefully considered) merchandise to give away as freebies.

I’m going to repeat two words: carefully considered. I’m not talking pieces of plastic tat that will go straight to landfill because no one can work out what they are or if they’re recyclable, instead I’m thinking of the useful, branded, items that will be kept as an ongoing reminder of your organisation.

Useful freebies

A quick glance around my home desk gives me three branded pens (two suppliers, one client), two notebooks (suppliers), a calendar (Maxim), pencil (client), ruler (client), pint glass (brewery) and a mug (Maxim). In the cupboard next to me is a tape measure, sticky notes and a set of highlighters, all branded for events and surprisingly useful. On my office desk there’s a coaster, portable clock, and countless USB sticks. Finally, in my handbag is a portable battery for my phone, a tote bag, another couple of pens and a re-usable mug – all branded for suppliers, shops, clients and cafes.

Now you’ve got the idea about a few useful items, what are they likely to cost?

When choosing a freebie, make sure it's something useful.

The money question

Cost depends on item and volume. A quick web search shows it’s possible to buy pens at a unit cost of anything from 10p to £5, with notebooks starting at 50p, also up to £5. For both, the majority of items are at the cheaper side of that range. While I’d always argue against the very cheapest, there are some reasonable quality pens available for between 30p and a pound.

I’m environmentally-minded, so for my price breakdown I’m going to go a little more expensive and choose a random recycled materials pen (biodegradable or renewable materials are also available). This particular pen comes in a range of colours and if I want my brand name on the barrel I can buy 500 for less than £200 (31p each plus delivery); or 1,000 for under £300. I could add around £100 to the cost to have printing on the pen clip too (so displaying the company name and the fact the pen’s recycled). A bamboo pen would double the price if I wanted something a little snazzier.

Distribution

That’s the price covered, as for delivery: simply leave the pens out. Have a pot of them on the reception desk; put them near wherever a visiting client will sit; carry a few around and enthusiastically lend them to anyone who needs a pen.

For larger items you could do a mail out. Review your contacts and choose enough names to give out up to three quarters of your items. This will add to cost as you incorporate postage and packaging and the time to write and print a short accompanying note, but it is a good way of reminding contacts who you are, where you are and what you do, and if the item is delivered direct to their desk it’s likely it’ll end up used there.

I recommend keeping back some items so you can share them on social media and have them to hand out to visitors or anyone who asks, because if the item is useful it will also be in demand.

This article originally appeared in Kent Director.

 

Erica Jones - Account Director

Erica Jones

Maxim / Account Director

posted in: advice, marketing, public relations,

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