Timing is Everything: How to Use Big Events to Increase Sales

Good timing can be the difference between a marketing campaign that is a runaway success or a complete dud. There's a ton of examples of poorly timed marketing campaigns. Usually unwitting marketers are forced to pull ads do to unforeseen (and sometimes tragic) events. The flip side of that coin is that marketers can use upcoming events or recent news to their advantage. Remember Oreo's fast thinking during the Super Bowl blackout this year?

There's a reason why so many companies use promotional items at local events. A targeted, perfectly timed promotional items campaign can be a huge boost for your business, and increase sales. Using promotional items as a marketing tool is a whole lot more than just slapping your business name on a t-shirt then handing them out as people walk by your storefront. You've got to understand your audience. Who are they? What are they interested in? What kind of promotional item are they most likely to use? The real advantage promotional items have over traditional advertising is that people will use that item for months (and sometime years). Basically, they're walking billboards for your business. But first and foremost, you need to make sure the promotional product they choose is something they'll actually use.

Here's an example- Let's say you run a vintage record store. Right there, you know that your customers are music lovers. And with Summer coming up, you know that there's going to be a bunch of live concerts (many of them free and looking for sponsorship). So you know how to find your audience, now it's a matter of choosing the right product. So sticking with vintage record store, a perfect promotional item for a Summer concert would be a custom hat featuring your business's name and address. Or if you want to go a different route, try giving away an imprinted beach ball (people love to pass those around at music festivals).

Promotional items campaigns don't just need to be tied to seasonal events. Recent news stories can also serve as inspiration. Think about what your audience is interested in and what they're talking about (if you're not sure, online forums and blogs can help you get some of this info). For instance, many people are excited about the NBA Playoffs. If your audience is made up of basketball fans, try using something like a mini basketball and hoop. But remember- When choosing events avoid anything controversial or tragic. Customers could be turned off by this, and frankly, it's not right.

Promotional items can have a huge impact on sales, when the timing is right. Remember, the first step is understanding your audience. Next, use the news and upcoming events to start a conversation with your audience. With a perfectly timed promotional items campaign, you can easily spread good word of mouth and increase sales.