Making Promotional Items Satisfy The Six Key Success Factors Required By Any Promotion
Do campaigns using promotional items exhibit any key success factors? The answer is an emphatic ‘Yes’. At Redbows we have found that the following marketing recipe applies each time and generates great results for our clients. Our guide is based on knowing your clients and is a common sense tick-list for selecting promotional items including:
- Quantify and qualify your target audience
- Write an effective message and make sure it is legible
- Consider the logistics and timing of your campaign
- Consider how long the promotional items should last
- ensure they add value
- Are they appropriate items
When we quantify our target audience we are making the numbers and defining how many items we will need for the promotion. A key factor to consider here is the ordering of slightly more than forecast. Now, this is not just self-reward for a promotional gifts company as we often find clients wishing they had another 20% to give out to meet unexpected requests only to find a stock out and lead time to replenish their stock. Also for some items, it is not always possible to print exactly the quantity required and often a printer will allow for a +/- tolerance on print runs.
In order to qualify the target segment, we always recommend you spend time writing down ten key characteristics. Then check this list with a colleague or two. Why? Well it can do no harm to challenge your own assumptions and knowledge base. Often this can help to generate creative ideas that can enhance a campaign.
You are then in a position to write up the imprint and decide exactly what is to go onto the items. This will be constrained by a print area size and possibly the application process. Less is often more here and you need to make sure the imprint will be legible. If you struggle, get a copy writer on board and do some test prints from your PC to the exact print size of the items.
Next think about when you want your items to arrive. What are the logistics involved? Does the process require a fulfillment service? Will the items be sent to a business for mass distribution or more personalised. If personalised will this be done by hand or by machine and how will the receiver view this? Think about the client and ask yourself when would be the most appropriate day for them to receive the items – a few days before a conference or exhibition perhaps. Are there any holidays to consider which could lengthen the delivery cycle such as Christmas or seasonal variations in terms of temperature and weather.
How long do you want the items to last? Promotional pens have a lifespan – the ink or pencil lead will eventually run out. Some gifts have very limited life spans (and shelf-life) such as promotional cakes whilst others, like gadgets may last far longer.
Adding value for clients is a given these days. How often do you get a direct mail piece and simply throw it in the bin? Think about the gifts being given and ask yourself if your clients would find them of value. Golf umbrellas are great if you are a golfer or all-terrain trekker. Mugs are a wonderful item for general office promotions and almost everyone will keep a promotional ruler – more often than not in their desk.
To get the right gifts for your promotion contact our Promotional Gifts Consultants today. Simply complete our quick response enquiry form, call UK 0845 8386 368 or email us.
