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Don’t Kill Your Marketing Campaign!
A question that haunts every business is “What if the campaign doesn’t work?....did we get the
promotional product right? Or are my precious advertising dollars lining bins?” Determining the right
promotional product can either make or break your campaign, but rest easy because it’s not as hard as
splitting the Red Sea either!
Here are a few criteria to take into consideration when choosing your promotional item:
Who your target audience is—the demographics--
Often a business will make the dire mistake of choosing a business giveaway it feels is the right
one. That is a tragedy waiting to happen! Rather than thinking from your own perspectives, you
must think from your customers’ perspective. Your customers are your greatest asset. They are
the ones whose sensibility you want to appeal to in order to have them coming back to you time
and again. So you must understand your audience, their socio-cultural practices, their mindset,
and their habits in order to choose a promotional item that they will appreciate.
Is the item going to be useful to them?--
Once you know who will receive the personalized promotional item, you need to think about
how useful the item going to be to them. This perhaps is the most salient consideration of all.
You obviously do not want to give something that will go in trash cans! Statistics show that
promotional items that are most useful are kept longer, used much more, and therefore create
that many more impressions—not just on the recipient of the item, but with others who are in
the vicinity too.
Is the item suited to your business interest and product image?
Appropriateness of the giveaway to your business makes a significant impact on your
promotion. For a company dealing in computer software to give away lip balms to their
customers or prospects would be ridiculous! However, if the same company was to give out
promotional USB flash drives it becomes an appropriate marketing tool.
Will your logo/slogan/message sit well on the promotional
product—does it provide adequate printing space? Will it be
clearly visible?
Give your company logo or your slogan fair consideration. The printing space provided by a pen
is much smaller than its larger counterparts—bags and t-shirts, which also afford better visibility
and many more impressions for every advertising dollar spent. For this reason the latter are
extremely popular promotional gifts. Choose wisely!
Does the promotional item look good?
Statistics show that relatively more attractive looking corporate giveaways are retained by their
recipients rather than being trashed. If a product is retained, the greater the chances of it being
seen by more and more people, the greater the exposure your brand logo gets!
Price and timely shipment considerations
While ordering your promotional items along with the budget and price of the products do
check whether the shipment would reach you in time for the event. Delays in this would be
suicidal to a promotion!