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Choosing Promotional Products

How to look for the right promotional product

Successful promotional campaigns don't happen by chance. To realize goals, promotional products programs must be carefully planned, taking into consideration the audience, budget and, of course, the ultimate result to be gained.


Define a specific objective

Whether the goal is to increase traffic at a trade show exhibit or to boost sales with current clients, the first step in any campaign is to clarify the purpose of the program.


Determine a workable distribution plan audience

Distribution of a promotional product is as important as the item itself. Research shows that a carefully executed distribution plan significantly increases the effectiveness of promotional products. For example, a pre-show mailing to a select audience delivers more trade show traffic and qualified leads than simply distributing items to passers by at the show.


Linking a recognizable logo and colour to all aspects of a campaign
From promotional products to sales sheets to product packaging, this helps create an instantly recognizable image.




Develop a message to support the theme

Supporting a campaign's theme with a message helps to solidify a company's name, service or products in the target audience's mind. For instance, to promote its services to small businesses, a bank created the theme "Are you tired of being treated like a small fish?" and sent fish-related products to its prospects along with promotional literature.


Select a promotional product that bears a natural affiliation

A good example is a company that developed a magic motif for its conference at DreamWorld. Attendees received magic-related products to tie in with the theme "Experience the magic at Dreamworld®."don't pick an item based solely on uniqueness, price perceived value.


Don't fall prey to the latest trends or fads

The most effective promotional products are used in a cohesive, well-planned campaign. With this cooler bag for the TAB for example, staff commented that the promotion was an easy sell-in to patrons as the cooler bags had a high perceived value and the quality was described as "second to none".


Use a qualified promotional products distributor

A good promotional products supplier will help you answer all of these questions as well as offer a variety of value-added services, including unique product ideas, creative distribution solutions and insight on the different imprinting methods just to name a few.