HOW TO CHOOSE EFFECTIVE PROMOTIONAL PRODUCTS FOR YOUR BUSINESS

Campaign Objectives, Theme and Distribution all Contribute to Success

What are you trying to achieve? Do you want to build excitement for a new company program? Do you want to acknowledge employee achievements at a corporate retreat? Do you want to increase traffic at a trade show? Clarifying objectives will help you get focused on the right promotional product.

Determine distribution methods

Getting the promotional item to the target audience is often where an otherwise good campaign can break down. A carefully thought-out distribution plan significantly increases your campaign’s effectiveness.

Establish a theme

Create a theme for the event or campaign, and then follow through with a recognizable look in all the related promotional materials. The theme should reflect the objective of the event or campaign. The logo, colors and look should be consistent from piece to piece and meet your corporate identity objectives.

Select an appropriate item

Promotional products can be a natural extension of your profession or your theme. For example, when one company held its conference at Disney World, it gave attendees magic-related projects to tie in with the theme, "Experience the Magic at Disney."

Don’t fall prey to fads

Don’t pick an item based solely on trendiness. And remember that perceived value is not always related to price. According to Promotional Products Association International, the most popular items are wearable products such as T-shirts, jackets and caps (27 percent). Next come writing instruments (11.8 percent), glassware and ceramics (9.4 percent), calendars (7.3 percent) and desk and office business accessories (5.6 percent).