In the fast-paced world of business, it's easy to overlook the impact of promotional materials. However, as revealed in a recent podcast episode of The Ownership Advantage, featuring Michelle Olsen, owner of Hat Trick Promotions, promotional marketing isn't just about distributing free items—it's a strategic tool that can heighten brand awareness and drive customer engagement.
Michelle Olsen transitioned from a career in sonography to promotional marketing in 2017. Motivated not only by the need for a more flexible schedule to accommodate her family but also by her drive to help businesses succeed, Michelle discovered the tangible value promotional materials offer. Unlike traditional marketing that might rely solely on visuals and audio, promotional items engage all five senses, making them memorable keepsakes that create lasting impressions.
A key takeaway from Michelle’s insights is the importance of understanding your marketing strategy. It's critical to determine the goal—whether it's to draw attendees at a trade show, generate leads, or simply increase brand awareness. This strategic mindset ensures that the promotional materials align with business objectives.
Furthermore, Michelle emphasized the significance of knowing your target market. Promotional items need to be useful to your audience. A generic item won't deliver the same return on investment as one thoughtfully selected to meet the needs and interests of your specific demographic. For example, Michelle’s success story includes a promo for a construction event: a tungsten carpenter pencil that never needs sharpening, catering specifically to builders, providing them with a durable and practical tool.
Moreover, the podcast highlights an evolving focus on sustainability within the industry. Brands are now leaning toward eco-friendly, high-value products instead of mass-producing cheaper, less impactful items. This not only reduces environmental waste but also ensures that the promotional item won’t end up discarded, elevating the perceived value of the brand itself.
Another insight from the discussion with Michelle is the unique opportunity promotional items offer for lead capture and engagement. Whether it’s through a branded drone giveaway at an event or utilizing QR codes for direct customer interaction, these materials can serve as dynamic components of a larger marketing strategy.
While the podcast aimed at helping business owners leverage promotional materials effectively, Michelle’s advice applies broadly: quality over quantity, relevance to your audience, and, most importantly, a meaningful connection to your brand’s message can transform promotional merchandise from trivial freebies into powerful marketing assets.
For businesses considering promotional marketing, the episode provides an excellent resource packed with tips and strategies. Michelle Olsen's experience and in-depth knowledge illustrate that with a thoughtful approach, promotional items can be much more than just a novelty—they can be a cornerstone of brand strategy, customer loyalty, and business growth.
Learn more about Michelle: https://www.hattrickpromotions.com/
Check out the full episode on YouTube here: https://youtu.be/OF-4sm-HbIY
Listen to the full episode on Apple Podcasts HERE