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Think Smart! Top Tips on How to Maximize Your Advertising Dollar through Promotional Products
By Amanda Salama and Molly Kline, InkPromotions
We’ve all received them at trade-shows, hotels or business luncheons. In fact, statistics say you probably have three on your desk right now. Promotional products, or advertising specialties, are an extremely efficient and effective way to reach your customers. Promotional products come in every budget and can be used to increase sales, thank employees, retain customers or simply increase awareness about your company. But with over 700,000 promotional products available, where do you start? And how do you maximize the impact of your promotion? Here are some tips to consider when leaping into the fun world of promotional products!
Establish your goals. This should be your first step in choosing a product. Are you looking to increase sales? Bring attention to a new product line? Increase referrals? Determine your target audience and what you want to accomplish through your promotion. Then move on to finding that perfect product.
Utilize your resources. Choose a promotions company that offers free consulting services. Develop a relationship with them and let them help you choose a product that best fists your industry and goals. Work with someone local as opposed to an online dealer, as they can provide you with product samples and will better know your local economy and trends.
Diversify. You don’t need to stick to mugs and pens; branch out and order a product that’s unique and will stand out to your prospects. Promotional products are a way to mix things up and diversity your marketing program, so why not try imprinted stress balls, mouse pads or bottle openers? Something as simple as a custom shaped magnet can get the attention of your customers.
Think like your customer. Choose something you know your customers will appreciate. What would catch their attention and what would they be most likely to keep? Ask employees or friends what item they’ve recently seen at a tradeshow that caught their eye, or take a look around your desk and see what you’ve held onto. Products that are useful or unique are what get held onto most.
Look ahead. If you’re ordering frisbees to give to employees at your company picnic, is this an item you could also hand out at your next trade show? You’ll get price breaks for ordering at higher quantities, and will only have to pay one set-up fee, rather than re-ordering smaller quantities each time.
Avoid The Rush. Allow yourself ample time in order to avoid rush fees. Most promotion companies prefer three weeks for promotional products and embroidery orders, and one to two weeks for t-shirts.
Invest Wisely. Promotional products produce results, and should be an integral part of your marketing budget. The return on investment for promotional products is extremely high- they are an efficient marketing tool because, unlike print media, they are literally a walking advertisement. This allows your message to be viewed over and over without any additional expense to you. A typical promotional product gets held onto for about one year! Would you rather invest in a thirty-second commercial, or in your customers’ favorite coffee mug? Would you rather put your company name on a bench, or on the back of a chair your customer takes tailgating with them every weekend? Studies show one out of two recipients of promotional products will seek your services.
Maximize the Impact. Your promotional product won’t do any good if it never reaches the hands of your target audience. Find an appropriate venue to distribute your give-away. If you’re trying to reach business executives, try setting up a booth at a Chamber of Commerce event. If it’s athletes’ attention you’re seeking, volunteer to print shirts with your logo on them for a local run. Looking to increase traffic at your tradeshow booth? Why not hand out water bottles actually filled with water for all those thirsty attendees? Promotional products are most effective if they reach your targeted prospects, so make sure you’re distributing them to the appropriate crowd.
Summer 2006
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