Properly using Promotional Products
Posted By: Kristen
Date: January 4, 2010
We have all received countless promotional items. Between the cheap pens, lanyards, and refrigerator magnets, most promotional products are created with little consideration of their effectiveness.
Promotional items however, can actually be very effective – when utilized properly, and distributed to the proper target market.
The 4 most crucial factors in determining the correct promotional products are as follows…
- Give them what they need and want
- Quality products translate into a quality image
- Design promotional items carefully and professionally
- Target current and potential customers
1. Give them what they need and want
The most successful promotional items are the ones that your customers need and will use daily. On a tight budget it’s a good idea to stick to post-its, note pads, and pens. On a loftier budget, investing in products like USB memory cards may be a good option.
By the same token, don’t be afraid of a little creativity. In the winter months for example, consider lip balm, ice scrapers, or custom calendars. All these items are useful, fairly inexpensive, and will make an impact with your target market.
2. Quality products translate into a quality image
Your company’s selection of promotional products is a direct representation of your business. If the image you wish to portray is one of quality, than investing in a product that clearly communicates that image is essential. A cheap pen that never works or leaks everywhere does not reflect well on your business. Investing in quality products is worth the benefit and will further enhance your company’s image.
3. Carefully design your promotional products
When designing your products, be sure that your contact information and logo are portrayed clearly. It is crucial to distinguish your promotional items with your logo and at the very least, your website. Above all, your information should be clear and professional. Again, doing so will further your brand image and increase name recognition.
4. Properly target current and potential customers
In the instance of choosing who to distribute promotional items to, quality targeting greatly outweighs quantity of products created or distributed. Consider current customers who are likely to make repeat purchases, and non-customers who are most likely to make future purchases. Especially when investing in quality items, it is crucial to minimize your potential loss by not sending items to the wrong people.
Use past purchase trends and selectively target trade shows that will give you the best return on investment.
By following these simple guidelines, doing a little preliminary research, and examining your desired target market, promotional items can increase your company’s brand name recognition, enhance your image, and ultimately result in greater sales.
Kristen Krzesicki
January 11, 2009
