“They’ll think that’s useless,” my client scoffed as I showed him an imprintable multi-tool in his target price range. “These guys want brand name stuff. My dad would probably use that to just clip his nails.”
And he was absolutely correct.
If you work with anyone in the trades, as many of my clients do, you become very aware that the wrench-turners are pretty attached to their wrenches… and anything else in their tool boxes. So giving them promotional tools that are less than professional grade is a waste of money. You’d be better off giving them fast food or gas gift certificates which they would use.
What my client understood is that you need to get inside the head of your target audience when selecting appropriate promotional products. You need to understand what’s important to them.
Made in the USA Mag-Lites make great gifts for those who demand professional grade.
When you distribute a promotion that’s sub-par for your audience, you also appear to be a poser or “not one of us.” This is not only relevant for the trades, but for any audience where membership (whether or official or unofficial) is based on proving oneself worthy to be a part of the club. Think skateboarders, garden clubs, online video game communities or biker gangs.
The problem is that the really good stuff, such as the pro grade tools my client referred to, are really expensive, too. Additionally, as we discussed previously, brand name retail products present a host of issues in terms of brand infringement and difficulties with imprintability.
So what should you do when the market is tough, getting appropriate items is rough, and your budget is not enough?
Dig Deeper. Do a little probing or surveying to learn about your market’s values and extracurricular activities. If you can’t find something appropriate for an obvious tie-in on the job, go for a secondary value or interest. They may be less sensitive in that area, offering you more options.
Help Them Do Their Jobs Cheaper, Better, Faster. I wasn’t really joking earlier when I suggested giving tradespeople fast food restaurant or gas gift certificates. They’re in their vehicles a lot! So being able to swing through a drive-thru to get a free cup of coffee on the way to the next job or to fill up the gas tank for free is a much appreciated gift. So think of different kinds of promotional “tools” that you can use to help your customers be the success they want to be. You’re more likely to be regarded as a partner in their business. And isn’t that what you really want anyway?
Product Info
- USA and Union Made Promotional Products from USAandUnionMadePromoShop.com
- Professional Grade & USA Made Mag-Lite Brand Flashlights
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