First things first: resist any urge to skimp on your marketing budget this year. 

Although the prospect of an economic downturn might make you consider cutting back on advertising, marketing during economic hardship is critical. You can even see it as an opportunity—research shows that mobility within industries increases during a recession, with companies gaining and losing significant portions of market share during these periods.

Of course, marketing in 2021 isn’t just about the downturn. 

This year’s efforts have to navigate a rough economy and social distancing requirements—something of a one-two-punch of complex conditions. With common budget categories like in-person conferences, networking, and events off the table, the key to growth is devoting those dollars to concrete items that can get results in a virtual world.  

Here are some ideas. 

Make an Impression with Physical Products

Promotional products are well-positioned for remote marketing efforts. With in-person events off the table and travel at an all-time low, promotional products are one of the few viable non-digital marketing strategies available. 

This isn’t to knock the effectiveness of digital marketing. Digital is extremely effective! But the virtual world doesn’t give people sensory engagement—and the more senses that an experience engages, the easier it is for the brain to convert that experience into a memory. This is true for emotional memories, meaning that promotional products are a great way to increase brand recall and form positive associations with your company. 

What does this look like? Seasonal or end-of-year/new year gifting for clients is a splendid start. Kick off 2021 with a gift that encourages engagement with your brand. For example, an optometrist might send out branded sunglasses and a postcard with a custom appointment link welcoming clients to schedule a visit. You might also send something designed to make quarantine more fun, like a board game and a bag of popcorn accompanied by a handwritten note—our fulfillment specialists can take care of that part for you!

Generate Leads with Experience Boxes

Promotional products can also generate leads. You might send an individually curated box to each client that contains branded upscale office swag and invites them for a video call. A gift box is much more versatile than a cold email—and also much more exciting for the recipient. 

Consider including four types of item: an example of work product (like a brochure or flyer), a branded promotional product (a mug, magnet, calendar, hat, or some other item that will be seen regularly), an inarguably fun item (like a beverage or snack), and a personalized note that includes a call to action. 

Instead of in-person meetings or networking events, a curated gift box that provides a range of ways to engage with your company and product is a good way to make an impression on a potential client and generate positive feelings about your brand, increasing the chance that a follow-up call will lead to a new business relationship.

Spice Up Zoom

Even the nicest of home offices doesn’t offer the same professional ambiance as a corporate suite. Consider ordering physical backdrops for your employees to use in video calls or during virtual conferences. 

Background replacement functions on video software are good for a laugh, but are glitchy in practice—sometimes even downright unnerving. A physical background ensures consistency, and new models are quick and easy to set up.

Take Events Online

If a regular conference has been rescheduled or postponed, consider hosting a mini-version of the same event and sending conference kits or experience boxes out ahead of time.

Experience boxes build camaraderie among event attendees by providing common ground. Matching event-branded notebooks, name plates, water bottles, and pens give a sense of specificity and community to events even when people are far apart, and including snacks and drinks allow scheduled snack breaks to be shared.

It also doesn't all have to be about conferences and meetings. If you had to cancel your annual client party, try sending a party in a box instead. For example, a New Year’s Eve party box could include a cocktail kit, cheese and crackers, a pair of branded slippers—might as well have comfortable footwear!—and even maybe some sparklers, just for fun. 

You can always mix and match these items to create a party experience box that replicates your annual traditions. It might not quite replace your customary celebration, but it can still generate goodwill and remind your clients of the social connection they value with your business. 

Starting Out Strong

Embracing these remote marketing strategies can help you start the new year strong—and position you to outperform competitors who cut back on advertising during the pandemic. 

For guidance about how to adapt these strategies for your company, contact us.