I live in a rural central Missouri area where DSL is a pipe dream for some, and many people don't know, or understand, what a "social network" is.
A small church here recently decided it would be cool to give all members an mp3 CD of the Bible to listen to for 28 minutes a day. They made it a challenge for the congregation to complete.
The problem? Most of the members are 50 years or older – many in their 70s – and few have a clue what an mp3 is. Complaints abounded. People tried to put the discs in their CD players. Some even tried to get it to work in their DVD players. One person said they were unable to download it. Others asked what "downloading" meant.
This is a case of Marketing Gone Bad. When you fail to recognize your target market and create swag that fits their needs, you waste a lot of time and money – and irritate your market in the process.
Before you buy those "cute" little toys from Oriental Trading to use as giveaways, sit down and figure out who your market is. Chart their demographics. Find out what makes them tick – what appeals to them. Find out what they can and can't use. (Will they know what an mp3 is?) Use that information to figure out what swag will work the best for you.
Use this information to Create a Marketing Plan.0