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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!



Durable Sustainable Drinkware

Sustainability has surpassed “trend” status in the promo industry – and it’s expected to grow into even more of an expectation for end-buyers eager for eco-friendly items to build their campaigns around. From recycled materials to responsible production, every category in promo has its sustainable solutions, including drinkware.

Wheat Himalayan tumbler

Recipients can take hot or cold drinks on the go in this 20 oz. Wheat Himalayan tumbler, which is BPA-free and has a unique flecked finish produced from plant-based materials. With a spill-resistant snap-on lid, it’s ideal for travel agencies or hospitality venues.

stadium cup

This classic 16 oz. stadium cup is ideal for tailgates, music festivals or alumni reunions – and will last beyond the event. It’s smooth-walled, dishwasher-safe, recyclable and made in the USA from BPA-free plastic.

silicone pint glass

Flexible, colorful and nearly indestructible, this 16 oz. silicone pint glass handles hot or cold drinks with ease. Safe for microwave, dishwasher and freezer use, and it won’t fade, crack or scratch. Well-suited for outdoor concerts or brewery tours.

Corkcicle tumbler

Triple-insulated and vacuum-sealed, this Corkcicle tumbler keeps drinks ice-cold for over nine hours – even in the sun – or hot for up to three. Features a stylish, spill-resistant lid with a sliding sip-through top. A sleek pick for golf tournaments or tech conferences.

Tritan water bottle

Blend style and sustainability with this 24 oz. Tritan water bottle. BPA-free, durable and available in multiple colors, it’s designed for hydration on the go and fits most cup holders. A smart choice for wellness programs or campus rec centers.

eco-tumbler

Offer a sustainable sip with this 16 oz. eco-tumbler, made from eco-friendly plastic sourced from 51% wheat straw. Features a matching lid and takes a silkscreen imprint. A thoughtful fit for green initiatives or farmers markets.