One the one hand, there is the budget – how much funds they can devote to these efforts. On the other are the expectations – what they want to see in return.
No matter the size of the organisation, this balance is important. But, there is usually a big difference between small and big companies in this regard.
Small businesses tend to focus more on the budget. Specifically, a tight marketing budget is a very common issue that marketers of such companies need to work around.
That’s because they are more modest with their expectations. A company with 20 employees won’t expect to attract the same number of customers as an international business conglomerate. A small family business doesn’t expect its ads to have the same effect as the ads which air during the halftime of that year’s biggest sporting event.
But, that also means less money to work with. This puts marketers in a position where they need to find solutions which are very affordable but still produce notable results.
The situation isn’t much better in huge companies either. Those firms won’t shy away from spending millions on marketing, but they also expect to see comparable results. Once again, this puts marketers in an awkward position. When management gives you what is essentially a blank cheque, you need to deliver.
This is why marketing can often be a thankless job. You’re either worrying about the budget or trying to live up to colossal expectations.
Even though these issues differ, promotional merchandise can provide a solution to both. Merchandising provides an affordable choice for those worried about the budget. And when it comes to the expectations, the right promotional products can be remarkably effective.
Now, this doesn’t mean merchandising is the be-all and end-all solution to every marketing challenge. But it is a versatile and efficient way for companies to win over potential clients.