Here’s six easy steps to follow when creating your next marketing campaign using promotional products.
1. Define a specific objective.
Whether the goal is to increase traffic at a tradeshow exhibit or to boost sales with current clients, the first step in any campaign is to clarify the purpose of the program.
2. Determine a workable distribution plan to a targeted audience.
Distribution of a promotional product is as important as the item itself. For example, a pre-show mailing to a select audience delivers more tradeshow traffic and qualified leads than simply distributing items to passersby at the show.
3. Create a central theme.
Linking a recognizable logo and color to all aspects of a campaign, from promotional products to sales sheets to product packaging, helps create an instantly recognizable image.
4. Develop a message to support the theme.
Supporting a campaign’s theme with a message helps to solidify a company’s name, service or products 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 products to its prospects.
5. Select a product that is related to your theme.
A good example is a company that developed a magic motif for its conference at Disney World. Attendees received magic-related products to tie in with the theme “Experience the magic at Disney®.”
6. Don’t pick an item based solely on uniqueness or price.
Don’t fall prey to the latest trends or fads. The most effective promotional products are used in a cohesive, well-planned campaign.