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» 6 STEPS TO SUCCESS
Successful
Promotional Products
Campaign In Six Steps
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DEFINE A SPECIFIC OBJECTIVE FOR YOUR PROMOTIONAL GIFTS
Whether the goal is to increase traffic at a trade show exhibit or to boost sales with current clients, the first step in any campaign is to clarify the purpose of the program.
DETERMINE A WORKABLE DISTRIBUTION PLAN TO A TARGETED 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 specialties. For example, a pre-show mailing to a select audience delivers more trade show traffic and qualified leads than simply distributing giveaways to passerby at the show.
CREATE A CENTRAL THEME TO FIT PROMOTIONAL ITEMS USED
Linking a recognizable logo and color to all aspects of a campaign, from promotional giveaways to sales sheets to product packaging, helps create an instantly recognizable image.
DEVELOP A MESSAGE TO SUPPORT THE PROMOTIONAL ITEMS THEME
Supporting a campaign's theme with a message helps to solidify a company's name, service or specialties in the target audience's mind. For instance, to promote its services to small businesses, a bank created the theme "Are you tired of being treated like a small fish?" and sent fish-related specialties to its prospects along with promotional literature.
SELECT A PRODUCT OR ITEM THAT BEARS A NATURAL RELATIONSHIP TO YOUR PROFESSION OR COMMUNICATIONS THEME
A good example is a company that developed a magic motif for its conference at Disney World. Attendees received magic-related specialties to tie in with the theme "Experience the magic at Disney."
DON'T PICK YOUR PROMOTIONAL PRODUCT BASED SOLELY ON UNIQUENESS, PRICE OR PERCEIVED VALUE
Don't fall prey to the latest trends or fads. The most effective promotional products are used in a cohesive, well-planned campaign.
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