Top 10 Tips on Making Your Promotional Product Work For You

on Mon 21 March 2011

Isaac Steinhaus has been in the promotions industry for over 10 years. He is Director of Bayseven, a company that specialises in the creation and distribution of promotional premiums direct from manufacturing facilities in Europe, USA and the Far East.

Here he gives his Top 10 Tips on making the product work for you:

“Everyone likes a freeby, but have you selected the correct item to push your message?

1. Understanding products

Before you select a product, understand that promotional merchandise is generally used either as part of an advertising campaign to launch new products or services or to increase brand recognition.  Promotional products are not just freebies supplied by organisations with spare cash. 

2. Who is likely to make use of the item

There is as much point in sending a yoyo to a pensioner as a bottle of wine to a five year old.  Do the research.  Will the end recipient make use of the product or are they likely to give it away defeating the object of the promotion.

3. Targets

Whilst the pensioner may enjoy his yoyo, it’s non productive unless your message is ‘young at heart’ in which case the message is clear.  Who is your target?  A construction worker without a desk or an office PA without a tool belt. Don’t send the construction worker a desk calendar and don’t send the PA a monkey wrench! Ok these are extreme examples, but I’m sure you get my meaning. 

4. What’s the longevity of the item?

How long do you want the recipient to keep hold of your product?  Do you want it to sit on their desk, or would you rather send something they will eat?

5. What is the message? 

Does your product portray the message?

This can sometimes be more difficult than you think.  Test the item on a family member or friend and ask them what they think it says.  Is the product really portraying your organisation and the message you want it to relay?

6. Image is everything

You know your business best.  Look at the product and ask yourself, is this you?  Do you want this as your reflection?  Think about the colours of the item.  How does that reflect your organisation?  You don’t want to seem bland and dull if you’re oozing creativity.

7. The branding

You’ve selected the product, now what?  Have you maximised the print opportunity without clutter?  Depending on your target audience, sometimes less is more. You wouldn’t print on a whole paragraph on the side of a pen, as no one would notice the message without actually reading the whole thing?  Sometimes a name and website is all that’s needed.

8. The message

The recipient has received the item, now what?  Is the message clear?  Will they understand it?

9. Follow up

You’ve produced the perfect item; it’s practical, useful and targets the right audience. The image is clear and the message coherent.  Why did you send it to them?  Do you have to follow up?  Will they remember you from it?

10. Lessons learned

You’ve spent the time and money on selecting or creating the right product. Don’t waste the knowledge you’ve built up. Make some notes of the steps you’ve taken and the pitfalls you’ve avoided so that you can refer to them next time.”

Isaac Steinhaus, Director, Bayseven


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