Promotional Products 101

9th July 2017

Promotional Products 101

What are promotional products? How can they help your business? Which ones are right for you? How do you get started? These are all questions we hear from prospective clients. Often businesses have an idea that promotional products or gifts will aid their marketing efforts, help launch a new product or service, or keep them at the forefront of their customers’ minds after an event. But they’re unclear where to start. This article will give you all need to know about promotional merchandise and how to get started.

What Are Promotional Products?

Promotional products are items that are often given away to promote a business, charity or brand. In some instances, such as raising money for charity or showing allegiance to a band or artists, they are sold at a small fee.

Promotional items can be customised with your branding logo and artwork to promote your message. This puts you right in front of your target market. Company colours can also be matched.

Other uses of promotional products include saying thank you to staff and customers, providing incentives and rewarding excellence.

The key to effective promotional product marketing is to integrate your campaign and ensure a cohesive and consistent message.

Where Do I Begin?

The first question to ask yourself is what is the purpose of the campaign? What is it you are trying to achieve? Are you intending to raise awareness of a brand or cause? Do you want to encourage people to buy a product or service? Or do you want people to phone a hotline number or sign up to an online newsletter? Be specific about what you want to achieve and work out how you will measure success.

Who Are Your Customers?

The next question concerns your target market? Who are they? Again, be specific. This will help determine the type of products you opt for. Think carefully about how the products will be distributed to your intended audience. Will they be handed out at an event? Or will you post them? All of this will have an impact on the type of products you purchase.

What Is Your Message?

Next, you will need to work out your message. What is it that you want to say? Some items, such as silicone wristbands, keyrings, trolley tokens etc. have a limited amount of space. In these instances messages need to be concise and carefully crafted.

How Does This Fit Into Your Overall Marketing Strategy?

It is also important that your promotional products fit in with your other marketing activities. As mentioned earlier, the key to a successful campaign is to integrate. Think about online and offline marketing channels and how they can work together to create an effective and cohesive campaign.

What Is Your Budget?

Budget also plays an important role in your decision. Fortunately, promotional products are relatively inexpensive, especially when bought in volume. They compare favourably to other marketing activities. Again, link this back to your objectives and how you intend to measure success.

Increasing Your Reach

If one of your objectives is to further your brand awareness, think about wearable items such as silicone wristbands. Your customers will do a lot of the work for you by wearing them and spreading the word. Opt for longer lasting items such as debossed or embossed bands. Everyday items such as trolley coins and travel card holders are also effective as customers will see your message on a regular basis and will be reminded of your brand.

If you’re considering promotional products for your next campaign, contact Carrie on 01524 230 300 or at sales@lancasterprinting.co.uk to discuss your requirements. We can help with the full process from deciding which items are right for your brand to delivery.

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