THIS IS HOW YOU SUCCEED WITH PRODUCT MEDIA

 Are you new to the game and need a quick introduction on how to succeed with product media as a marketing channel? Or have you been working with product media for a while and are looking for some tips? After 15 years in the industry, both in sales and now as a marketing manager, I would like to share some of my experiences. I hope you find it interesting.

Make product media a part of your marketing plan. Every campaign, every event, externally or internally, start right now and lay out a preliminary plan for the year. Our project managers need a short brief with the occasion, message, and practical information for you to receive a ready-made presentation back in your inbox that can be your working tool throughout the year.

After 35 years in the industry, we know when to start projects to meet deadlines. Fortunately, we don't reinvent the wheel every year; Easter, summer, and Christmas come at the same time year after year. But if you want custom-designed workout clothes for all employees ready for the spring season, then we need to start in November. We have created an annual calendar where we have outlined the 'most common' occasions for promotional products throughout the year. This is meant as a tool for you to know when you need to start planning.

Many of our customers are good at planning. From personal experience, the shoemaker's children and all that, unfortunately, most of us are too late. Yes, even us. It is incredible what TIME can do in this industry. Unique products, designs with multiple variables, sustainable logistics, and thoughtful messaging that resonates with the recipient. I can't emphasize it enough, TIME is KEY.

Communication and target audience

Furthermore, both communication and correct files are important for success. Good communication drastically increases the likelihood of a successful project. This applies not only to product media, but to life in general as well; however, be clear about what your goal is, both in terms of what you want to achieve with the product and when you need it delivered. If something goes wrong, it is often because people are not quite on the same page.

When we talk about marketing, we cannot avoid discussing the target audience. Who are you speaking to, what does it take for them to keep the gift you want to give, and actually come away with an understanding of the message you want to convey? The product and the message must go hand in hand, and the recipient must be able to see the connection between the two. Although this changes from one target audience to another, we have studies that show a certain trend.

Use value, quality and design

Recipients need to be able to actually use the product. Simply giving something away without considering its usefulness is no longer enough. In a world increasingly focused on sustainability, the throwaway culture is out of favor. When a product is genuinely usable, people keep it and use it repeatedly, and every time they do, your logo gets seen. More use means more visibility. Simple.

Another clear change in the industry is the growing focus on quality over quantity. When I started as project manager in 2008, it was often that clients chose the cheapest pen, just to get as many products as possible within the budget. In 2023, this way of thinking is just as far away as the stone age. We have a goal to always push good quality on our customers and they usually choose quality over quantity. This is simple branding, do you want to put your logo on something that gets thrown in the trash or breaks as soon as the recipient uses the product once or twice? As a brand builder, I'll take the liberty to answer here, nope!

Last but not least I want to talk about design playing an important role. We know what we like, what we like to wear and what interior we like. A well-designed, appealing product is something people will actually use. So put in a littel time and effort in to the design, don't just stick your logo on a product. Think about your target audience, there is a big difference between what a 23-year-old boy likes and what a 55-year-old woman likes.

To sum up these two minutes, here’s what you can take back to your boss: the right message, paired with the right product and a great design, is the key to success.

Good luck!

Contact our product media specialists or me if you have any questions.