Many differences in life – value, opinion, etc. – can be whittled down to perception; we all perceive things differently, and perception tends to be subjective in most cases. Determining value of an object or idea in the world of business can be a divisive issue – ask the financial manager what defines a valuable promotional product, and they will likely say getting the most mileage for the lowest possible investment cost. Pose the same question to the head of marketing and they’ll probably tell you it’s a promotional giveaway item that sells your brand via word of mouth.
Finally, ask the recipient of the promotional gift, and they’ll tell you that it should be something that’s useful and/or entertaining.
With a multitude of differing opinions, where does the truth lie? Here’s the thing – a great promotional item should meet all three requirements, not simply cater to one of them. The trick is to find something that encompasses all three. Keep the following in mind when you’re looking for the next great promotional item to assist in building your company’s reputation.
Familiarity – Research Your Target Market
Having a great promo item doesn’t mean much if you don’t know who to give it to. Knowing who you are specifically targeting with your promotional items, and why, is very important – ask yourself two questions when considering a promotional item: Will the product capture the recipient’s attention and/or interest? Will it establish a positive association between the recipient and your business?
Spending some time researching your target market may also help you come up with additional ideas. For example, your research may indicate that your target market enjoys the outdoor activities. You can then focus your search for promotional products accordingly by choosing things that cater towards those interests.
Spare No Expense Or Come In On Budget?
It doesn’t help to covet a fantastic promotional product if it’s ultimately going to crush your budget. If you’ve just got to have it, what will happen is that you can only order half the quantity of a similar but lesser priced item and your campaign won’t be able to reach as many recipients as you’d planned. There is an enormous amount of promotional items available to today’s business owners – you can almost certainly find a great promotional product that fits within your budget if you are persistent and willing to search. Adhering to a budget is just as important (*if not more so) as selecting the right type of item. The bottom line – a great promotional product is one that fits your budget requirements while doing an effective job of promoting your company simultaneously.
Can You Effectively Brand The Promotional Item?
Thanks mainly to ever evolving technology; virtually all promotional products can be branded with your company logo or slogan. While there are still limitations – some items may only be available in limited colors, sometimes it may not be possible to print with more than one color – you should strive to reproduce your logo with total accuracy. If single color branding is all that is available, consider getting the promotional item made in equal numbers that are divided by the same amount of colors used in your company logo. The point is, your logo should always be instantly recognizable, even when small compromises are made.
Does It Properly Represent Your Company?
The perception of the promotional item, your company identity and the marketing campaign are all tied together – if you are a business that specializes in emerging tech and has a reputation for quality service, you will not want to use a cheap plastic promotional product that can be ordered by the thousands. Promo items are meant to bolster your reputation, brand and ultimately, your revenue, but it can be effective to present yourself, and your business, as though you have already attained these goals – in other words, be what you want others to see you as. Let that be reflected in your choice of promotional product – make it something useful that will show you anticipate their needs. Promo items that are trending or very of the moment should be avoided, but even a gimmick can be effective sometimes.
Will Your Promotional Product Be Highly Visible?
Never lose sight of the fact that marketing and promotions are all about building your brand, creating awareness and expanding your revenue. While you of course will want the recipient to actually like and use the promotional product you’ve given, a truly effective promotional product will be one that is seen by your target or intended market. This will meet your goal of giving your business greater exposure to your intended target market.
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