Choosing the right Promotional Product

Before you choose a product and product provider consider;

Purpose. What are you trying to achieve with this promotional product or campaign? This may be raising branding awareness, driving sales, thanking clients or a variety of other reasons. If you have a specific goal it may be easier to determine how successful the promotional product campaign has been.

Company history with Promotional Merchandise. Have you had any notable successes or failures when using promotional items in the past? If so, have you identified any particular strengths or weaknesses which are of relevance to your current campaign?

Target Audience. Identify, research and consider the demographics of your consumers or potential customers. Particular target markets will respond to the same product in different ways, and being aware of both desired and potential responses will help plan the product and its distribution.  Understanding the target market and their purchasing behaviours will allow you to reach them in the most effective channels via the most suitable product – one which will be relevant to them and worth their time and use. Try to develop an idea that is relevant to your audience whilst creating a point of difference from other promotional items they may be offered. Ideally, the promotional gift will add something to the relationship between the business and target. Once you have determined your target market and audience for your campaign, or the information you wish to divulge from recipients, make sure you clearly relay this to the organisation providing your products. This will ensure they can get the product made to meet those specifications and may even have some ideas to help the process!

  

Message communicated. The message is often as simple as a company logo, however slogans, messages, contact information, website URLs and images can also communicate a clear and effective branding message.  If the product is part of a themed campaign, the product and message may be tailored accordingly to create a cohesive branding message. The message will need to be positioned on a product for maximum effect, and some products will better communicate particular messages that others. Keep in mind that the message will come from the product as well as any branding messages imprinted on that product. A poor quality product or one with inferior artwork will communicate an image not intended or desired by the company presenting it.

Budget. It is important to determine the budget before getting too invested in particular products. Knowing whether you can be flexible with your budget for maximum effect may help get more benefits. Often (seemingly) similar products can have substantially different pricing due to differences in quality, design and material. Promotional companies may have different options to accommodate varying budgets. Often increasing the number of units purchased will mean a decreased price per unit, allowing organisations to reach more stakeholders at effective pricing.  However, it is important to consider additional costs including freight, set-up costs and methods of delivering the product to clients. Related costs could also include point of sale materials and the costs of getting items into stores and locations, staffing costs to deliver the product and packaging changes that might be necessary for maximum effect. Keeping a clear budget is important, however the costs should be balanced against the expected return on investment for the promotion, including repeat business potentially generated. Consider the cost of the item then divide it by the anticipated number of times the company logo or branding message will be seen, then decide if you find the cost of the item worthwhile. Of course, the cost per item for Mass Branding will be substantially different to a higher quality creative gift.

Turnaround time. If it is needed for a promotional campaign next week it may be possible, but could come at a higher price or inferior design capabilities than a product given optimum turnaround time. Make the most of whatever time you have by contacting a reputable promotional products organisation as soon as you begin contemplating the use of promotional merchandise.

Reputable organisation. If you have worked with promotional product providers in the past and have had success, they are probably a good place to start the process. Choosing a new provider to save money may work out; however there is also the possibility of disappointment.

Things to consider;

Have you worked with this particular organisation before? If so, was it a success?

Do they offer valuable knowledge and services as part of providing the product?

Do they have a reputable image in the industry?

Are they associated with any professional promotional bodies?

Can they help provide you with a wide range of products and price points?

Can they provide you with a product or design no other organisations can do e.g. an exclusive patent on a key product of interest?

Can they provide you with catalogues or websites indicating the range of products available?