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HOW TO CHOOSE THE RIGHT PROMOTIONAL PRODUCT

05.14.2013 / Posted in ArticlesBranding

Promotional products. Most companies buy them for prospects, clients, event attendees—they’re a fact of corporate life.

And they do work: Compared to other items when it comes to the cost per number of impressions, promotional items often win. For example, the Advertising Specialty Institute found that the average cost-per-impression for a shirt is 0.005 cents. A prime-time television ad? Per impression, it runs 0.019 cents. 

But not all promotional products are created equal. Some are hits—and others are misses. How can you ensure that your next promotional item nails the target?

WHAT’S YOUR POINT?

What do you hope to achieve? How will you distribute the item? How does the activity for which you’re purchasing promotional products fit into your marketing strategy and message? How will you measure its success? 

Without a clear plan and an understanding of how these products integrate into your marketing program, you risk wasting a sizable chunk of your marketing budget

And the dumpster behind your building is not a prospect or customer.

SUIT THE PRODUCT TO THE PERSON

Who does the promotional item target? 

Don’t select a product you’d like—select something your audience would want. Ensure it fits your purpose as well: You may want to give something different to customers than to prospects. After all, you should have a different message for customers than you do for people who haven’t purchased from you.

DON’T FALL INTO A PROMO-ITEM RUT

Some companies have “signature” promotional items. They should reconsider. Customers likely already have one from a previous encounter with you. Many prospects may as well—at least, if they’re in the pipeline, they will. Something new and different will make a fresh impact each time.

FOCUS

Don’t give a promotional product to everyone you meet—even if they fit your audience parameters. Target carefully for the biggest impact. For example, handing a gift to everyone who walks past your booth at a trade show—even if its attendees are your target audience—cheapens the item’s value.

GIVE—AND GET

Ensure that you have contact information for anyone who receives a promotional item. With current or past customers, you’re all set. But if you’re trying to attract new prospects, giving something without getting something in return is doing it wrong.

FIND SOMETHING USEFUL

Choose something that your audience will use as often as possible for as long as possible. A study showed that promotional product use achieved a 69 percent boost in brand interest and an 84 percent increase in positive brand impression—mainly because of repeated exposure to the company’s brand though using the item. Also, you gain fresh brand impressions from the people who see someone use the product—an added bonus.

INCLUDE A CALL TO ACTION

The item may be usable, targeted, and fit your strategy—but it fails if you don’t give the customer a way to take action.

Include your company’s contact information: logo, URL, tagline, phone number, QR code—whatever makes sense for your initiative. And with a finite space in which to work, make every line count.


QUALITY MATTERS

Promotional items leave a lasting brand impression. Handing out cheap, useless products is worse than handing out nothing at all. 

Detail orientation ties to quality, too. Check every proof that you receive from the vender. Is everything clear and easy to read? Is the phone number correct? The URL? Are there any misspellings? Send the proofs through multiple pairs of eyes to be extra certain.

Need help making sure your promotional product is a good fit for your strategy? Call us today!



Minnesota Twins & Princes Estate Launching Merch Line

Purple Rain is going to fall during Minnesota Twins games this baseball season.

The Twins have struck a deal to sell Prince-branded merchandise throughout the year at their stadium in Minneapolis – Target Field. Items, which will include hats, shirts, pins, patches and balls, will go on sale at the Twins home opener on April 5th. The StarTribune reported that the co-branding deal could be the first of its kind for a Major League Baseball team.

Why the Twins and Prince? Simple: The international best-selling musical artist was from Minneapolis. "Along with our fans, we look forward to celebrating the legacy of a man who brought an international spotlight to our great city," Twins CEO Dave St. Peter told the StarTribune.

For the second year in a row, the Twins will also host a special Prince Night. During the June 8 game against the Los Angeles Angels, additional Prince merchandise will be on offer. Game attendees who purchase a Prince Theme Night package will receive a Twins/Prince co-branded hat.


Attribution: Minnesota Twins

Perhaps most interestingly for Prince Night, there will be a special giveaway – inflatable purple guitars in the shape of Prince's famous symbol that will also display Twins branding. During the 7th inning stretch, the 10,000 folks lucky enough to have scored the limited edition guitar giveaway will be encouraged to stand and illuminate the item – a show of remembrance and respect to the hometown musical genius who passed away in 2016.


Attribution: Minnesota Twins

Who knows, the inflatable purple guitar could become a sought-after bit of merch. After all, the umbrellas the Twins provided fans on Prince Night in 2017 were being offered for as much as $220 on eBay.


Attribution: eBay

For those curious about the nuts and bolts of the co-branding deal, it seems that Delaware North Sportservice, the Twins' retail provider, negotiated it with Bravado – the company handling the merchandising and branding for Prince's estate. The word from the Twins is that Prince's family is cool with the merchandising.

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