The effectiveness of your promotional product hinges on much more than the product itself. The strategy you choose will go a long way toward promoting your company and getting a return on investment. From the moment you decide to use promotional products, you have the opportunity to boost your chance for success. Avoid committing these “promotional product sins,” and you just might get there.
1. Distribution breakdown
Failing to make a distribution plan for the promotional product can bring the campaign to its knees. For instance, you may be using high-end golf shirts to reward your most loyal clients, but if you don’t take the time to define the list, a costly item ends up in the hands of the wrong people, and your ROI is diminished.
2. No Clear Goal
Before you select a giveaway, your team should have a clear goal regarding what the product should do– increase awareness, get leads, etc. Make sure the items you are considering serve the goal. The selection process can be fun for the team members and, by all means, enjoy! However, make sure you keep your goals in sight or the campaign will fall flat on its face.
3. Misjudge Time
While Tradeshows And Displays can turn around portable displays very quickly, lead times on promotional items are an entirely different animal. Factors to consider include whether they are imported, the type of imprint, whether the item is in stock in the quantity you want, and whether any additional customization is needed. Start planning on the promotions well in advance of when they are needed.
4. Same Old, Same Old
Five years ago, you had the most talked-about giveaway at the big trade show. But guess what– it’s not that interesting anymore. Take a step back and consider some new ideas to bring the sparkle back to your campaign. Ask your promotions rep about new, hot items. Describe your goals and involve your rep in the selection process.
Sometimes budgets are tight, but sacrificing quality for price makes you look bad. What if you could spend 10 percent more on a promotional product and get a 40-percent higher return on leads? Wouldn’t it be worthwhile to spend more upfront? Don’t let price be the deciding factor at the outset.
You could have the coolest giveaway at the show, but if your target audience doesn’t find it appealing, it wasn’t the best use of your marketing dollar. If your top prospects and clients are tech oriented, consider a portable charger or some other useful item.
7. “Who Are You?”
With both giveaways and real estate, things often boil down to three factors: location, location, location! Think strategically when it comes to placing your logo and contact information on your item. You never want them to leave the show and think, “What a cool giveaway! I wonder what company this was…”
What are YOUR thoughts on all this? We’d like to hear your comments!
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