The BPMA recently carried out research where promotional products were compared to print, web, direct mail and TV. Research results showed that promotional products motivate twice as many people to take action, they invoke loyalty in three times as many recipients and they make almost six times as many people feel appreciated.
In previous research the BPMA recorded that 94% of recipients of promotional products remember the brand associated with the items and 67% of recipients keep the items.
In our own recent article we examined the reasons to include promotional products in your marketing plan.
Drawing from all of the above we have outlined 10 simple steps to follow when purchasing promotional products.
1. What
What are your goals? Look carefully at what you’re trying to achieve and how this will be measured. Are you trying to increase membership, sell more products, recruit staff, say thank you, raise awareness? Your outcomes will help you decide on which products to purchase, budget allocation, distribution etc.
2. Who
Who are you targeting with the promotional products? Is your audience male or female? What age group do they fall into? What are their occupations, hobbies, interests etc.? These questions should form part of the process of putting together detailed audience profiles. The profiles will help determine not only the type of products to purchase but also will help with colour and design choices.
3. Where
Where / how will your promotional products be distributed? Will they be sent by post, handed out personally, distributed at an event? This will impact on the type and volume of products you purchase. For example, heavy or bulky items may be expensive to send in the post.
4. How Much
How much of your marketing budget can be allocated to this campaign? It is important to determine your budget in advance to work out the type of products to purchase, volume and distribution.
5. Message
What do you want to convey through the products? What is your message? Are you saying thank you, encouraging repeat business or attracting a new audience? Our Crafting Your Message blog post has some useful tips.
6. Usefulness
The most effective promotional products are those that have a function and can be used frequently. For example, trolley tokens, keyrings and travel card holders. Recipients are less likely to discard items that are useful and continued use will increase your brand exposure.
7. Colour
When deciding on colour it is important to keep your target audience in mind. Make sure you take into consideration any cultural implications. If you have specific brand colours that need to be incorporate, ensure your supplier is able to match them. Our previous post has some useful hints and tips.
7. Artwork
What artwork will be included on your products? Is this something that exists already or will this need to be created from scratch? Check that your supplier is able to work with your file formats and if new artwork is required, check requirements and dimensions carefully.
8. Supplier
Make sure you do your research and find a reputable and trustworthy supplier. Ask for recommendations, check online reviews and ask for samples. Put together a shortlist of companies you are interested in working with before making a final choice. Make sure your own brief is clear and that the supplier is able to understand and fulfil your requirements. This article has some useful tips about working with a print company.
9. Proofing
Always ask for samples and proofs and make sure you check everything carefully before signing off. If possible, ask a colleague to check as well. Sometimes a second pair of eyes can pick up on something that may have been missed. Changes at this stage will be far less costly than making changes to finished products.
10. Creativity
Remember that promotional products represent your business. They represent you. So think carefully about what they say. Be creative. Innovate. And have fun.
[Image Credit: Thanapun, shutterstock.com]
