PPB February 2018

Source: Maple Ridge Farms Source: Jetline Source: Gordon Sinclair Source: Resources International Digital + Promo | FEATURE PRODUCT PICKS Sweeten Your Social Media Contests Social media is already at the bullseye of modern engagement and interaction, so how do you tighten your shot group? Add promotional products to the mix. Social media contests are an easy and affordable way to build “brand love,” says Sarah Radin, senior marketing associate for distributor Boundless. “At Boundless, we are all about spreading those ‘brand love’ moments,” says Radin. “You want your customer to have a memorable and engaging experience with your brand and to be able to recall the experience months, and maybe even years, down the road. No other form of advertising accomplishes this as effectively as promotional products. By integrating a promotional product into your social media campaigns, you can utilize the power of promotions while still having a presence in the digital space.” Radin shared these suggestions for boosting the effectiveness of social media and building brand love on the distributor’s blog, SPARK. She urges companies to first establish a clear goal for a social media contest and then choose a promotional product that supports it. For example, says Radin, if a company’s goal is to build buzz at an event, a promotional product gift can be a great incentive for attendees to post on social media and use a particular hashtag. Once goals and a budget are established, choosing the right promotional incentive that will inspire your audience to participate is key. “Social media contests are an inexpensive way to encourage engagement and get people excited about your brand,” adds Radin. “Although the incentive you offer is a critical part of the campaign, it is important to do your research. When done correctly, a contest could be the best tactic to grow your reach, drive website traffic and generate leads.” Check out these popular product categories to build buzz and encourage engagement. Tablets And Accessories High-value giveaways that are on trend will help build a subscriber list and drive traffic to your website. Consider the principle of exclusivity as a means of generating demand, and invest in a handful of branded tablets rather than hundreds of smaller giveaways. If expensive electronics are out of your budget, tech accessories can be a good alternative. A branded tablet case or a phone charger are great options for smaller budgets. Branded Bags No matter the size of your company, there’s a branded bag for your contest budget. What’s more, a single tote can generate nearly 6,000 impressions over its lifetime, increasing its value exponentially. Packing branded prizes together in a duffel or oversized tote emblazoned with your logo extends the memorability of your brand even more. Branded tote bags are ideal for trade shows and special events, while briefcases and messenger bags are perfect for contests aimed at professionals. Gourmet Food They say the way to a man’s heart (or anyone’s, really) is through the stomach. Next time you run a social media contest, treat the winner to a themed gift basket filled with brownies, a box of truffles or a tower of gourmet goodies. Customize the gifts with branded packaging to further your brand’s reach. Fitness Products Fitness giveaways are also an ongoing trend and have universal appeal. Personal trainers, corporate wellness departments and even human resource executives can offer popular items such as a branded Fitbit, trendy drinkware, or a gym accessory to encourage participation. Jen Alexander is associate editor of PPB . | FEBRUARY 2018 | 25