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SWAG - THE WRONG TOOL FOR THE JOB

Updated: Feb 3

"They'll see that as worthless," my client commented disdainfully when I showed him an affordable imprinted multi-tool for his contractor clients. "These people favor branded products. My father would likely just use it to trim his nails." And he was completely right.


If you collaborate with individuals in the trades, as many of my clients do, you'll observe that those who work with tools have a strong appreciation for their equipment and everything in their toolboxes. Consequently, offering them promotional tools that lack professional quality is not a worthwhile investment. It would be more beneficial to provide them with fast food or gas gift certificates, which they would find genuinely useful.



My client recognized the importance of adopting the perspective of the target audience when selecting appropriate promotional products. Comprehending what is significant to them is essential.


Disseminating a promotion that fails to align with your audience's expectations can result in being perceived as an outsider. This principle is applicable not only to trades but to any group where membership, whether formal or informal, necessitates demonstrating your value. Examples include skateboarders, gardening clubs, online gaming communities, or motorcycle clubs.


The challenge lies in the fact that high-quality items, such as the professional-grade tools referenced by my client, are also significantly expensive. Additionally, as previously discussed, brand-name retail products present several issues concerning brand infringement and printing complexities.


What steps should you take when facing a challenging market, difficulties in acquiring the right items, and an insufficient budget?


Explore Further. If an initial connection does not produce satisfactory outcomes, consider exploring a secondary value or interest. This area may be less sensitive, offering you additional opportunities.


Facilitate Their Work to Be More Cost-Effective, Efficient, and Rapid. My earlier suggestion about providing tradespeople with gift certificates for fast food restaurants or gas stations was not entirely in jest. They spend considerable time in their vehicles, so offering them a complimentary cup of coffee at a drive-thru on their way to the next job or a free gas fill-up is a highly appreciated gesture. Explore various types of promotional “tools” that can assist your customers in achieving their desired success. By doing so, you are more likely to be perceived as a partner in their business endeavors. Isn’t that your ultimate goal?




 
 
 

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