Promotional Marketing Products ? Selecting the Perfect Item

People are known to shop on impulse- buying an item just because it is on sale, or purchasing something because it looks great in the store. When shopping for promotional items, you really can't succumb to impulses. Instead, you must carefully decide on an item that will help meet your objectives.

A career school admissions representative who worked with the high school market once wanted to buy magnets to give to people. Although magnets were in the budget, they would not really do the job of spreading the word among other high school students, as the magnets would be at home on the fridge where maybe a handful of other students would see. A better idea was to give out day planners (only to enrolled students) that they could carry to school everyday where hundreds of classmates could see. "Oh- that's where I'm going to school after graduation?" they would say when asked about the school's name on the planner. Rachel, the rep, was hurt that the magnets she liked did not get ordered. But, Rachel does not have a marketing background and she didn't understand that these items served another purpose.

So, when ordering your items before you even browse the pages of catalogs or websites, you want to have some objectives in mind. You would not want to invest money in an item that doesn't match the tactic. Think about these:

-Do you want to stimulate trade show traffic?

-Do you want to use these as sales aids?

-Are these going to be premiums?

-Are you introducing a new product/service?

-Do you want to thank current customers?

-Are these for an event giveaway?

-Are these to motivate employees?

-Are you trying to gain back lost business?

-Are you trying to improve customer service?

-Are these going to be used as gifts?

-Are you using them to supplement a direct mail campaign?

These are just a few questions you will want to ask yourself. If you are looking to supplement a general direct mail campaign, you will want to keep postage costs in mind. Perhaps mailing a magnet, sticker, pocket calendar, pen or pencil would be something good to use. You would not want to mail a t-shirt or mug- that would be very pricey for the response rate of direct mail! If you are doing a campaign to target past customers or are just doing a smaller-gauge mailing, perhaps something a little bigger would work.

On the flipside, if you are looking at motivating employees, thanking customers, buying gifts or building premiums chances are you will want to budget more money per item. However, there is likely to be fewer items ordered. I don't think a pen would be ample to thank someone for years of service! Items for these categories would fall under desk supplies, plaques, acrylic awards, clocks, engraved items and more.

If you are using these items or sales purposes, perhaps if you have traveling sales people, you will want something that will be left behind to keep your name top of mind. Things like a note cube or coffee mug are things that can sit on a decision-makers desk for a long time.

If you are looking to promote your business at an event, such as a concert or festival, passing out t-shirts could be a great idea. You can easily tie t-shirts up in knots and throw them to the crowds. Lower ticket items for events could be things like pens, pencils, keychains, magnets, calendars, tape measures and more.

Finally, cost is something to keep in mind too. You don't want to spend the same amount on a prospect as you would on a loyal customer. Use this as a suggestion:

Under $5- Prospect

$5-$25- Reward

Over $25- Loyalty

The important thing here is that promotional items should not be ordered just because you like it. The item should clearly be in the plan to help meet your business objectives.

Cindy Carrera is a freelance creative author who's written numerous articles about PR including: business promotional items, custom promotional products and wholesale promotional items.

---

How Can I Get Name Recognition?

Some of the ways in which to get your "name... Read More

Stretching Your Marketing Dollars--7 Cheap and Easy Ways to Market on a Budget

Just because you have to stretch your marketing dollars doesn't... Read More

Trigger Button Marketing

Sometimes, experiencing bleak sales is a matter of failing to... Read More

Ten Tips for Creating a Winning Proposal ? Part 1

If you want your business to grow and attract new... Read More

Networking Magic

YES-- it is true that Networking is an art that... Read More

Create a Blueprint for Your Success

Having a strong foundation enables you to build a thriving,... Read More

Knowing When To Charge More and To Charge Less

More And MoreIt was notable that when I started my... Read More

Positioning For Success

According to military historian David Chandler the campaigns of Napoleon... Read More

Is Most Marketing by Small Businesses KILLING THEM?

I just collected my mail. As usual, more than 80%... Read More

Secret of Strategy - Part 2

How to Create Strategies That Work In Today's Markets. Of... Read More

Postcard Mania

Will postcards be an advantage for you?The latest craze these... Read More

Design Does Matter

The idea that good design can improve how people perceive... Read More

How Testimonials Can Put You in the Spotlight

If you need evidence that a testimonial or referral can... Read More

Psychology of Setting Prices

Pricing is one of the four major components of marketing.... Read More

10 Packaging Tips That Will Make Consumers Buy Your Product

The customer is king/queen. We have all heard this mantra.... Read More

Using Alternative Media to Generate More Customers

Last week I received a very nice thank you gift... Read More

Marketing is More Than a Token Process

"Necessity is the mother of invention!" The first time I... Read More

Misrepresentation - Through Silence!

We're back to the subject of ethics, more specifically, business... Read More

Mortgage Marketing to Realtors ? Creating a Memorable Positioning Statement

Mortgage marketing to Realtors involves having a crystal clear position... Read More

How Prince Connects With His Target Market!

While Internet legend (and young pup) Frank Kern would have... Read More

Creating Assets: Spark Your Thinking With These 16 Comprehensive Questions

Here are some questions to get your thoughts and cash... Read More

Four Keys For Successful Foundation and Corporate Fundraising

Earlier in my career, I worked for a training and... Read More

No One Gives A Damn About Your Business. Unless You Give em A Reason To

The good news is that there are thousands of people... Read More

Massage Therapists Can Now Make More Money

As a massage therapist, your income is usually limited by... Read More

Do You Really Know Your Prospect?

I'd like to introduce you to someone. I don't actually... Read More

Test Marketing--How to Increase Your Direct Mail Marketing Response by Using the Internet to Test

I've discovered a really fantastic way to discover what works... Read More

When, Why, and How to Use Mailing Lists

Mailing lists may be the cause of more heartbreaks than... Read More

Avoid These 5 Web Site Blunders!

The Web is intended to help people find information quickly... Read More

The Information Publishers Secret Resource Guide To Blow Customers Away!

Have you ever heard the saying, "Give and you shall... Read More

If You Can?t Answer This Question Your Business is Doomed!

How do you answer the seemingly easy question, "What do... Read More

A Different Perspective On The No-Call List

The other day I received an e-mail from an internet... Read More

Promotions That Build Profit

Promotions are everything you do to let your customers know... Read More

Itchin For Some Nichin

The whole idea of Niche Marketing is exciting! The possibilities... Read More