I have forever felt that merchandising campaigns were broadly applied but not quite well considered. Marketing campaigns in a few ways is a pretty good notion for a large variety of things. You may give out pens, hats, or other small gadgets with your brand name on it. This is a technique to spend minor money on an advertising campaign that will generate some extent of name awareness. The subject of how effective these promotional marketing campaigns are is open, however. If I open my junk drawer, I will uncover dozens of promotional pencils and erasers in there, but I couldn't name a single brand right off. Unless you sell something such as stationary which people associate with pens, these form of merchandising giveaways are not a thing but a waste of money.
In my opinion - and I always tell my customers this - niche marketing campaigns should only be done for unique purposes. Guerrilla marketing can work wonderfully depending on what sort of product you sell, but the niche marketing promotion must be carefully altered. Just going out in to a public plaza and holding a contest or giving away a product won't generate any business for you at all. You have to think strategically.
One of my absolute favorite places to do niche marketing promotions is at clubs and bars. When people are drinking, they will do what they can to win anything. Whether you are giving away shot glasses, food, drink mixers, or just T-shirts, people will get interested in your merchandising advertising. If they get to come home with a souvenir of their night, they will forever correlate it with the fun of going out drinking with friends. This is what rewarding marketing promotions aim to do - create those kinds of positive associations around your product or brand name.
Hot summer time afternoons are also a good time for marketing promotions. If you're willing to spend a few thousand bucks giving away free drinks in a crowded public thoroughfare, people will absolutely love you. Even if you're giving out something that doesn't strictly go together with the weather - such as a salty snack - people will still be thankful as long as they get a bit of water with it. If you can catch people at an unguarded moment, you can gain their brand loyalty before they even know what hit them. That is what successful merchandising promotions are all about. Leave the brand-name pens at home!
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