How to Design a Promotional Product Strategy

Good advertising and marketing efforts require a number of elements. In addition to the words, graphics and placement of ads, promotional items can be the longest lasting and most memorable. A good investment, promotional products remain with the customer long after a TV or newspaper ad has been read. Properly designed, a solid promotional item will complete a marketing strategy.

Instructions

Difficulty: Moderate

1. Interview promotional salespeople to find one who is a creative visionary, not just a gimmick salesperson. The best promotional salespeople provide free ideas.
2. Relay your company's objectives clearly to the salesperson. You must know your intended audience and intended message.
3. Ask for samples. Often a picture is nothing like the real item and may not serve your best interests.
4. Include promotional items in your marketing budget. Be aware that ad specialty salespeople work on commission and often have room for negotiation on price. Working with the owner of a smaller ad specialty firm can save even more money, cutting out the middle salesperson.
5. Vary the items that you give away to suit the target. Cheaper items such as pens and clips are good for trade shows and large events. More expensive items such as tote bags and shirts are best for mid-level recipients, and exclusive products like marble paperweights or gold pens can be saved for executives and purchasing agents.
6. Promote your giveaway in event advertising materials. Let customers know that an item is available and what they must do to receive it.
7. Arm outside sales representatives with products. Make sure they leave the promotional products at every call.

Tips & Warnings

• Promotional items are also referred to as advertising specialties and novelties.
• Regularly evaluate the success of your promotional item.