1. Set a budget. Often when people consider promotional products, they think of cheap giveaway items like pens and water bottles. However, the truth is that the prices (and quality) of promotional products can vary widely. For example, while you can get pens with your logo for pennies on the dollar, you may pay handsomely for high end products like jackets and luggage. So before you choose a product, you need to make sure that you have a budget in mind. That means you know how much you’re willing to spend overall, as well as a price per product to ensure that you get a large enough quantity to serve the necessary purpose.
2. Consider your target market. As with all of your marketing endeavors, you should always think about what audience you are trying to reach. For example, if you produce a product that people may use in their offices, then you probably don’t want to send out kids coloring books. Instead you might opt for a desktop caddy to help them get organized in their office, as that’s a product your target audience may be interested in.
3. What’s the useful life of the product? You want to get the most bang for your buck. That means you need to consider how long someone will use the promotional product you give them. Is it something they’re going to toss out and forget all about within a day? Or are you providing them with a legitimately useful product that they will travel with and show off? Think about it—if you give them something like a grocery bag, then they will use it and reuse it, allowing everyone they pass to see your company’s logo. That’s smart marketing.
4. Match products with your business. This connects largely with the number two point above. Not only should the promotional products connect with your target audience, but they also need to be in line with your company (your message, your values, and your products and services). A good example of this might be a bookstore handing out bookmarks. It’s a useful product that connects with the product they sell. And the message is clear: you need to read, and we can help supply you with your reading material.
5. Where will you give them out? Are you sending out products in the mail? Are you giving them to employees at an award ceremony? Are you attending a trade show? Whatever the case, make sure you think about where and how you will distribute your products. While certain products may prove versatile and easy to use at all sorts of events, others may lend themselves to something in particular. For example, you probably aren’t going to send out bomber jackets in the mail as they’d be too expensive to ship in a mass mail out (much less purchase).
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