The success or failure of a promotional product campaign is directly related to how much effort you put into the planning phase.
It’s no longer enough to have your company logo printed on promotional products like a few hundred golf balls, and then expect a flood of new business to come through your front doors.
If you’re not clearly defining your promotional product campaign, who you’re targeting, as well as your desired end goals – it will appear insincere — and as if you’re merely trying to bribe people to do business with you with a cheap shiny trinket. We’re going to show you the seven steps you can take that will help ensure a successful promotional product campaign.
Define Your Goals
What is the purpose of your promotional product campaign?
Are you trying to increase awareness of your brand at a trade show or are you trying to reactivate old customers?
Before you start browsing the product catalog, set some benchmarks that will define your goal(s), timeline, and metrics of success.
By defining your purpose, you’ll have a better idea of precisely what kind of campaign to create and this will help narrow down your product choice. You’ll also prevent yourself from making costly mistakes, such as going over budget or not setting a budget at all.
How do you plan to distribute your promo products? By carefully planning distribution methods, your promotional product campaigns will be a lot more focused and have a higher chance of success.
For example, sending a pre-show mailer to a segmented audience group before your next trade show will help drive more foot traffic to your booth than if you were to have some pens and other trinkets thrown into a fishbowl.
Keep Things Congruent
Be sure that your promotional products, mailers, and printed collateral such as envelopes and sales sheets are congruent with your brand, logo, and company colors. This helps to further reinforce your brand in the minds of your prospective clients and customers.
By taking the time to think about the small details carefully, you’ll create a much more effective promotional campaign than if you were to distribute generic products with only your logo on them.
Message and Product Selection
The message and product selection are two of the most critical aspects of developing a campaign. The message should reinforce the product and vice versa. For example, if you’re hosting an event at a conference hall, the message of the event should somehow tie into the promotional products that you will distribute.
This part of the process is the most challenging and why many companies in Raleigh turn to AlphaGraphics to help them with their messaging and product selection. We have several decades of experience and can help you create the perfect message and select the right products to compliment it.
Expensive or Unique Products
Just because a product is unique or expensive doesn’t mean it will help you achieve your intended goals. Relevancy and personalization to the intended audience are key when selecting the right promotional product.
Unless you’re giving away $10k Rolex watches, people aren’t going to be impressed with how much money you spent on the promo item. After all, it’s a promo item, and the end intent is to drive more business through your front door.
If a simple desk calendar supports the marketing goals of your campaign, there’s no reason to opt for the latest promo product fads that will only wind up costing you more money.
Get Professional Advice
A key component to this process is having a knowledgeable and experienced promotional product company at your side to advise on every step of the process such as messaging, selecting the right product, and distribution.
At AlphaGraphics of Downtown Raleigh, we’ve helped countless businesses develop and execute successful promotional product campaigns. We can even help you with packaging and printed materials such as sales sheets, brochures, and catalogs.