Engagement is a fairly new marketing term which you will hear more about in 2010. Engagement is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a companies’ brand or products.
Social Media is one of the pillars of engagement. By developing an on-line presence and reputation, you can create a positive feedback loop between you and your customer. Engagement, in its simplest form, is a conversation between you and your customer. But the question remains, how do you start the conversation and then keep it going?
Marketers have come to accept that there are four engagement methods including Platform (TV; online), Context (program; webpage), Message (ad or communication), and Experience (store/event). It is a good thing for all marketers that promotional products manage to fulfill all four of these methods.
- Platform – The physical presence of a product in their pocket, purse, auto or on their desk, etc.
- Context – The actual giving or presenting of the product to the targeted consumer.
- Message – The brand, logo or message that is imprinted on the product.
- Experience – (This is where it gets REALLY good) The on-going use and enjoyment of the product (and your message)
If your marketing plans for 2010 include a social media strategy (and they should), be sure part of the strategy includes promotional products. They can become an effective part of your overall strategy.