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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!



New Swag Collection Celebrates 25th Anniversary of Hocus Pocus

In a Nutshell
  • • Hocus Pocus is a family-friendly Halloween movie that has become a cult classic.
  • • Released by Disney, the merch collection gives fans a fun way to take new joy in the flick.
This merch will cast a spell on you. And it comes just in time for those summer-heat-weary folks (me) starting to crave cozy sweaters, carved pumpkins, and a little cool-weather autumn fun.

The branded merchandise in question is a new collection of promotional products from Disney celebrating the 25th anniversary of Hocus Pocus, a family-friendly Halloween flick. While the movie wasn't a box office hit when released in 1993, it has grown in stature over the years. Indeed, it's now widely watched during the fall in the lead-up to the annual Trick-or-Treat day. Tapping into the movie's latter-day popularity and the current pop penchant for all things 90s', Disney released the Hocus Pocus collection, which includes a journal, spirit jersey for women, T-Shirts, pin set, coffee mug, faux leather bag and more. Here's a look at the merch!


The Sanderson Sisters! Female fans of Hocus Pocus are going to dig this T-Shirt depicting the movie's entertaining antagonists – the witch sisters Winifred, Sarah and Mary. Image from ShopDisney.


This spookily attractive journal references the version of "I Put a Spell On You" that actress Bette Midler leads the singing of in her role as Winifred in a popular scene in Hocus Pocus. Image from ShopDisney.




The Hocus Pocus Spirit Jersey for women references the black candle that plays an important part in the film. "Hocus Pocus" is printed across the shoulders on the back. Image from ShopDisney.


You can start each morning with a little magic with this Hocus Pocus coffee mug. Image from ShopDisney.


The Hocus Pocus Faux Leather Bag is by Loungefly. Image from ShopDisney.


While much of the 25th anniversary merch is aimed at women, male fans weren't left out. This tee helps them express their Hocus Pocus fandom. Image from ShopDisney.


The official pin set. Image from ShopDisney.

Lastly, kudos of The Walt Disney Archives for preserving the below. The costumes are not part of the swag collection, of course, but they're a neat bit of pop culture history that just might put a smile on your face.
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