Promotional products and apparel have an average life-span of about 8 months, and during that time, they achieve a significant number of impressions. To capitalize on their staying power and advertising potential, it’s best to use these items as part of a larger communications plan.
Sales call leave behinds encourage recipients to contact your business, and when they do, they should be impressed. When you include an 800 number on a mouse pad you leave with potential customers, make certain the 800 number is set up, and it’s answered by a professional, welcoming person who can answer any questions they may have. If you include your web address, make sure your website is in good shape, the content has been updated recently, the design reflects the personality of your brand, and all your products and services are highlighted.
It’s also important to make sure your promotional products and decorated apparel are appropriate to any events or themed activities. A non-profit organization hosting a “Summer Nights” cocktail fundraising event for high-end donors should choose a “Thank You” gift that’s appropriate to the theme and the audience in terms of relevance and perceived value. Plastic clackers won’t cut it, but a crystal paperweight, engraved with the event’s mark or the organization’s logo would make a lovely addition to their desk and serve as a reminder of the non-profit and their commitment to it.
Promotional items and embellished apparel used to supplement branding efforts become an extension of your brand. Choose them carefully in terms of relevance to your brand message and the personality of your brand. A sailing company in Catalina might choose a high-end embellished polo shirt to give to patrons who book sailing cruises. On the other hand, a booze cruise in Cancun may choose a branded souvenir cup for their passengers to take home.
Useful promotional products or decorated wearables will surely be appreciated and kept around, but communicating a strong brand message to remind the recipient of your company is really what this is all about. Work with a partner who understands your brand, markets and initiatives. They will help you create memorable promotions with quality product, presentation, message, delivery and timing.
Tips to keep in mind:
Be specific about your goals with your promotional product partner.
Don’t purchase anything sight-unseen at the lowest bid.
Pre-approve possible substitutes to ensure they are in keeping with the project goals and brand image.
For more information about developing your marketing communications plan, please visit the Your Partner section on our website.