Choosing the Right Promotional Products

How to Choose the Right Promotional ProductsShopping for the right promotional products can be easy or a challenge. It’s really easy if you don’t care about the Return On Investment (ROI) or the Return On Objective (ROO). However, if you are concerned with successful results, much more thought should be put into your buying process.

Whether you are a one person business or a Fortune 500 company, it is imperative to choose the RIGHT products for your campaign to maximize its effectiveness. Choosing the wrong products can result in failed marketing campaigns and wasted marketing dollars.

6 Steps To Choose The Right Promotional Products

  1. Start with the end goal in mind. There are many goal possibilities. You should be clear on exactly what you want to accomplish BEFORE deciding on a specific promotional product. Ideally, you should have one main goal for a specific campaign. Below are just a few possible goals you may have for your marketing campaign:
    • Introducing your company to potential new clients
    • Thanking a client for their recent purchase
    • Nurturing an ongoing business relationship
    • “I’m sorry” gifts
    • Promoting an upcoming sale
    • Encouraging signup for a subscription or service
    • Invitation to an event
    • Promoting sale of an item or service
  2. Know your targeted audience. You must know the primary demographics of those who use (or would use) your service or product. Are they millennials? Baby Boomers? Generation X? Do your buyers consist mostly of men or women? Do they share certain hobbies? Do they share dislikes? It is important to know the commonalities of your buyers so you can decide on the RIGHT promotional products.
  3. Plan well in advance of your campaign date. Early planning can save you a lot of money. It also gives you time to thoroughly evaluate your plan for flaws and potential roadblocks. Occasionally there can be issues such as shipping delays or inventory, so ordering your promos in advance can alleviate stress and prevent disasters from happening.
  4. Have a realistic budget. The keyword here is realistic. Don’t expect a high end technology giveaway with a $2 per item budget. Don’t forget to factor in setup and shipping costs. Also, if you are planning late in the game, the possibility of rush fees may also be a factor (See #3).
  5. Utilize additional collaborative advertising. Other advertising and marketing efforts should fit together with your promotional products to strengthen and compliment your campaign. Online marketing, direct mail, email, phone call follow ups, and other efforts can reinforce your message and increase the effectiveness.
  6. Use the expertise of an experienced promotional products distributor. Not all distributors are equal. Just because we all sell the same products does NOT mean we all have the same knowledge. There are many factors behind the scene that can turn a simple order into chaos leading to a disastrous outcome. Find a professional you trust. Go with your gut instinct. If you don’t have a good feeling when speaking with a distributor, find one that makes you feel comfortable.

With a little planning, research, and help from a reputable promotional products firm, you can help increase the chances of a successful marketing campaign.

Perfect Imprints is a promotional products agency that has been helping businesses achieve their marketing goals since 1999.

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Patrick Black
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Patrick Black, MAS, is the founder of Perfectimprints.com and has been in the promotional products industry helping businesses and organizations since 1999. When not geeking out over the newest and greatest promotional items, you can find him paddleboarding at the beach or hanging out by the pool with his wife, three kids, and his basset hound in Fort Walton Beach, FL.