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Six Tips for Creating a Successful Promotional Products Campaign
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Define a specific objective.
Whether the goal is to increase trade show traffic or boost
sales, the first step is to clarify the purpose of the program.
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Determine a workable distribution plan to the target audience.
Distribution of a promotional product is as important as the item
itself. Research shows that a carefully executed distribution plan
significantly increases the effectiveness of promotional products..
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Create a central theme.
Linking a recognizable logo and color to all aspects of a
campaign, from promotional products to sales sheets to product
packaging, helps create an instantly recognizable image.
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Develop a message to support the theme.
Supporting a campaign's theme with a message helps to solidify
a company's name, service, or products in the target audience's
mind. For example, a bank wanting to promote its small business
services posed the question, "Are you tired of being treated like
a small fish?" and sent fish-related products to its prospects
along with promotional literature.
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Select a product that bears a natural relationship to
your profession or communications theme.
One company developed a magic motif for a conference at
Disney World. Attendees received magic-related products to tie
in with the theme "experience the magic at Disney."
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Don't pick an item based solely on uniqueness, price,
or perceived value.
Don't fall prey to the latest trends for fads. The most
effective promotional products are used in a cohesive,
well-planned campaign.
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Promotional Times copyright 1998 Competitive Edge Communications. All rights reserved.
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