What is a promotional package?
Promotional packages were once used primarily by PR agencies looking to generate buzz around a product or venue launch. They would be sent to journalists in an attempt to gain coverage of a product or event. But with the rise of social media and the micro influencer, it’s not only journalists getting a taste of the freebies.
Promotional packages can be sent to anyone with a platform and influence. If you want to introduce a new product, service or concept, preparing promotional packages for key customer demographics is a great place to start. Here are a few things you need to know about building the perfect package.
What is a promotional package?
A promotional package is a collection of items sent to influential people or important customers to announce a new product, service, event or venue. It can include a taster of the product – if possible – or it can simply include items that are linked to the concept.
Examples of this would be:
- A Japanese snack box to announce the opening of a new Japanese restaurant. Sending hot food wouldn’t be appropriate, but pre-packed themed foods would be a great way to introduce the concept.
- A collection of promotional items to say “thank you” to early subscribers to a new SAAS platform.
- A collection of items from a particular region to announce the launch of a new airline route between two destinations.
Who can benefit from promotional packages?
If you want to make a splash with an announcement and need to cut through the noise, a promotional package is the way to go. This is a very common PR method to build up momentum and buzz around a launch or event.
The beauty of the promotional package is that people love to get stuff for free as it makes them feel important. And when they feel important, they want to share this with the world. So the chances of them taking to social media to share their news with their followers is very high.
They are also more likely to pay attention to your launch or attend your event if they feel like they have been personally selected. They will become a brand ambassador, doing the heavy lifting of spreading the word about your service, event or product.
What should a promotional package include?
When creating a promotional package, you need to balance the cost to the potential benefits. Above all else, the package should be relevant to your business or work within your theme. Popular items to include in a promotional package include:
- Flyers, brochures and literature. Don’t lose sight of why you are contacting people, it’s all about promoting your business, so make sure this is evident.
- A keychain or lanyard. This is one of the simplest and most functional promotional items.
- Stickers, pens, notebooks and other stationery items. These are often a cheap and effective addition that will prove to be very useful.
- Coffee mugs or water bottles. This will always be popular with the sustainability crowd.
- Food items. Make sure they are pre-packed or likely to survive the journey.
- Drink items. If you’re sending alcohol, make sure you have confirmed the person is of legal drinking age. You might need to have an adult sign for the package.
- Samples of your product. You could also include full-sized products if you have the budget.
- Self-care items. You can turn your promotional package into a self-care package by including items like face masks and a jade roller. Remember your target audience, and work within the demographics.
Final thoughts
Promotional packages can be a fun and effective way to promote your business. Provided you consider the total cost of the package versus the potential benefits to your business, you can be as extravagant as you wish.
