I have always felt that marketing campaigns were broadly applied but not very well executed. Promotional campaigns in some ways is a pretty fine concept for a wide array of things. You can hand out pencils, calculators, or other little trinkets with your brand name on it. This is a system to spend minor money on an advertising campaign this will cause some degree of name awareness. The question of how effective these marketing marketing campaigns are is open, though. If I open up my pen drawer, I will see dozens of marketing pens and pencils in there, but I couldn't name a solitary trademark offhand. Unless you sell something like stationary which people associate with pencils, these form of promotional giveaways are nothing but a waste of money.
In my humble opinion - and I always tell my clients this - niche marketing promotions should only be done for special purposes. Guerrilla merchandising can work wonderfully depending on what sort of product you sell, but the niche marketing advertising must be carefully altered. Just going out in to a public square and holding a contest or giving away a product will not generate any business for you at all. You need to think strategically.
One of my favorite places to do niche marketing promotions is at nightclubs and bars. When people are drinking, they will do what they can to win whatever. Whether you are giving away shot glasses, food, drink mixers, or just T-shirts, people will get focused on your marketing promotion. If they get to come home with a memento of their night, they will forever associate it with the fun of going out drinking with friends. This is what prosperous marketing promotions try and do - create those varieties of positive associations about your product or brand name.
Hot summer afternoons are also a good time for merchandising promotions. If you are willing to spend a few thousand bucks giving away free drinks in a crowded public thoroughfare, people will absolutely love you. Even if you are giving out something that does not strictly go along with the weather - such as a salty snack - people will still be grateful as long as they get some water with it. If you can catch people at an unguarded moment, you can acquire their brand loyalty before they even know what hit them. That is what lucrative merchandising campaigns are all about. Leave the brand-name pens in the home!
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