How to Look for the Right Promotional Product

TKPCoolerSuccessful promotional campaigns don’t happen by chance.  To meet your goals, promotional product programs must be carefully planned, taking into consideration the audience, budget and of course, the ultimate result to be achieved.

Define a specific objective:
Whether the goal is to increase traffic at a trade show or to boost sales with current clients, the first step in any campaign is to clarify the purpose of the program.

Determine a workable distribution plan:
Distribution of a promotional product is as important as the item itself.  Research shows that a carefully executed distribution plan significantly increases the effectiveness of promotional products.  For example, a pre-show mailing to a select audience delivers more trade show traffic and qualified leads than simply handing out items to passers by at the show.

Linking a recognisable logo and colour to all aspects of a campaign:
From promotional products to sales sheets to product packaging, by having a colour theme and a logo on all items this helps create recognition and brand recall.

Develop a message to support the theme:
Supporting a campaign’s theme with a message helps to solidify a company’s name, service or products in the target audience’s mind.  For instance, to promote its services to small businesses, a bank created the theme “Are you tired of being treated like a small fish?” and sent fish-related products to its prospects along with promotional literature.

Select a promotional product that ties in with a theme:
A good example is a company developed a magic motif for a recent conference.  Attendees received magic-related products to tie in with the theme.

Don’t fall prey to the latest trends or fads:
The most effective promotional products are used in a cohesive, well-planned campaign. On a recent promotion unique branded cooler bags were produced for a yoghurt company’s public relations campaign.  The campaign was a great success with recipients commenting that the cooler bags had a high perceived value and the quality was excellent.

Use a qualified promotional products distributor:
A good promotional products distributor will work closely with you on your next marketing campaign by offering a variety of value-added services, including unique product ideas, distribution solutions and insight on different imprinting methods just to name a few.

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