Spotify is offering a free promotional giveaway on a Malaysian radio show. On offer are a 3 month premium pass, a tote bag, a t-shirt & Spotify sunglasses to be won. Spotify have marketed themselves as promoting new music as well as having famous bands, by aligning their brand with a radio station they have made a new audience aware of Spotify.
Why do promotional giveaways succeed?
Spotify, in their choice of promotional giveaway, has clearly targeted a younger demographic. This is why they have partnered with a radio station with a specific audience. This type of targeted marketing is much cheaper and more direct, you can save costs by focusing your products on the audience you expect to be customers. For example, you would not find tobacco promotions at the Olympics, but as it is a sports event, you do find advertisements for Nike.
By offering their promotional products as prizes for this radio station, Spotify has increased their brand awareness with little effort. Likewise by making high quality and fashionable promotional products, Spotify has marketed their brand as high quality and fashionable. Any winners of these prizes would wear them proudly, showing them off to other potential customers. This is an ingenious technique in targeting your audience and allowing them to advertise for you.
How can free promotional giveaways work for you?
Firstly, who is your audience? If you are targeting a younger demographic then clearly ‘free pens’ is not going to have a good result. However an effective choice in product could be T-shirts/Tote bags/Sunglasses, these are extremely popular and easy to produce cheaply.
Secondly, when branding your products, what is better subtle or overwhelming? In the case of Spotify’s sunglasses, the branding can be found on the side of the frames. The Spotify brand can be clearly seen, yet does not ruin the design of the sunglasses by taking it over. This is the same with the T-shirt, the Spotify logo is prominently displayed, but not in a way to make the T-shirt resemble a billboard.
Lastly, and most important, know who your audience is and target them. If you have a specific audience, make sure to pay attention to them, gaining new customers is important but forgetting your key demographic will fail your advertising campaign. Alcohol companies do not be advertise in schools, apart from the illegality, because they have no demographic for their products.
Be sure to contact ODM to learn more about promotional products, and how they can benefit your company. Our in-house design team, Mindsparkz, can also help you come up with new and unique ideas for your promotional campaign.