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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!



Trend Alert: College Football Merch

College football is back, and we’re pumped.



Viewing the new season through a swag lens, here’s a quick look at five product categories of branded merchandise – outside traditional top-sellers like hats, hoodies, polos, and T-Shirts -- that are trending hot with collegiate football fans right now.

ELECTRONICS
We’re in the digital age, so it’s no surprise that schools of all sizes are offering everything from tech accessories to actual technology items. We loved the Oregon Ducks’ tech swag, which included this bamboo iPhone case and Bluetooth speaker.


Oregon Ducks Logo Bamboo iPhone 7 Case




Oregon Ducks Bluetooth Speaker

FOOTWEAR
Logoed footwear is growing in popularity with college football fans – and the collegiate market in general. That’s in line with broader trends in the promotional products marketplace, including rising interest in statement socks and flip flops/sliders. We felt the USC Trojans’ branded footwear collection was full of color, verve and style.


[At left-top] Men's Nike Black/Cardinal USC Trojans Free TR V8 Shoes; [At left-bottom] Men's ISlide White USC Trojans Logo Slide Sandals; [At right] Women's Cardinal USC Trojans Logo Sketch Crew Socks

GOLF GEAR
Golf accessories are a hit with alums and boosters. If you do business in the college market and you’re not selling such products, start doing so now. Your bottom line – and client – will benefit. Divot tools, club head covers, ball markers, and even golf bags are among the desired items.


North Carolina Tar Heels Mascot Headcover. Designed to fit most 460cc drivers.


Kansas Jayhawks Switchfix Divot Tool and Poker Chip Ball Marker Set

AUTO ACCESSORIES
You already know that car magnets and car flags are beloved among the college football faithful. But hitch covers have gained a lot of traction in recent years, too. The Clemson Tigers and Texas Longhorns’ offerings bear testimony to that.


[At left] Texas Longhorns Domed Logo Plastic Hitch Cover; [At right] Clemson Tigers Light Up Hitch Cover

OUTDOOR EQUIPMENT & GAMES
Cornhole, camping chairs – yep, they continue to trend in this category beloved of tailgaters. Interestingly, some colleges are branching out with more backyard/patio items, such as fire pits. We could sure picture celebrating a Penn State win on a cool October evening around the flames of this particular product.


Penn State Nittany Lions Fire Pit

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