Promotional Products Marketing Gems can be economically

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11 March 2009

Every business is looking more closely at the costs, but some say you should think twice if you plan to file your line of promotional products. Pens, pencils, coffee mugs, T-shirts, key chains and an assortment of inexpensive gifts may seem logical to cut your budget.

But a difficult economy is precisely the time to use cost-effectiveness of efforts to create marketing that include promotional products printed with your company logo and slogan, according to the Promotional Products Association International (PPAI). The marketing of precious stones are considered by many experts as the most effective to put your company on the map of the consumer.

Says PPAI study showed:

• 71 percent of survey respondents comprised mainly of business people said they received a promotional product in the past 12 months.
• 76 percent of respondents who received a promotional item could recall the name of the advertiser
• 52 percent of respondents who received a promotional item reported doing business with the advertiser after receiving the product promotion
• 55 percent of respondents who received a promotional item kept for over a year

However, although 80 percent of survey participants said they had read a newspaper or magazine during the last week only 53.5 percent of them could recall the name of a single advertiser. And unlike traditional advertising, promotional products can leave a lasting impression because they maintain a presence in offices and homes of many years, depending on the issue. Some of them May be transmitted to others for greater exposure.

About 400,000 products can be printed with your logo, slogan or message. The choice of an item based solely on uniqueness, price or perceived value does not guarantee success. The experts also warn against the method of selecting items as they tend to have less appeal spans.

Promoting products are more effective when used in a coherent, well-planned campaign, said PPAI. In the selection of promotional items, companies should consider the audience, budget and objectives.

The first step is to define your goal. What is the purpose of promoting your program? Is it to increase traffic to your stand at a showroom or encouraging your customers to buy more?

The following are examples of promotional products for different purposes:

Improve the image objects that express the philosophy of the company and basic reporting tangible such as brand and products of great value.

In addition to choosing the right piece of promotion, distribution of a promotional product is as important in increasing its effect. For example, one study showed that the pre-show mailing to a certain public exhibition produced more qualified traffic and leads to articles that simply distribute to passers-by at the show. This is because the mail invitations are perceived as having greater value than given by chance invitations in May, even if they have the same value.

Another efficient strategy is to offer a perspective that he or she needs but does not have at hand. Say, for example, your prospect needs a pen or paper during your meeting, can you think of a better opportunity to give your advertising pen or company stationery?

Of course, you can give your prospects your pens and stationery at any time. However, experts say they will appreciate and remember your promotional items more if they had a need for it when you give them.

It is also necessary to create a theme and develop a message to support the theme.
The central theme is to connect a recognizable logo and color to all aspects of the campaign - the promotion of products for the packaging of the product. This will create an image that is instantly recognizable.

The message of support to help put the company name, service or product back to its target audience in mind. For example, a bank sent fish products to its prospects in support of its theme. What the bank has to do with the fish? The theme was: "Are you tired of being treated as a small fish?" and the bank has been promoting its services to small businesses.

How well do really promotional items? Here are some examples of how promotional items have been used successfully:

Company: Association for Manufacturing Technology

Objective: Develop traffic fairs
Promotion strategy: the car with bags printed with umbrellas International Manufacturing Technology Show 2004 logo have been placed on the side mirrors of every car in the parking lots of manufacturing facilities in the Chicago and Detroit. When to use the sun visor has extended its promotion of the show to people who did not receive the bags. The program has also promised free IMTS 2004 for inclusion in groups of four or more available at the show store.
Cost of Promotion Items: Under $ 10
Results: Pre-registration was more than double the number expected.
Company: ING Funds

Objective: Promoting Branch Openings
Strategy: A series of three direct mail pieces were created and delivered during the last quarter of 2003 to 6000 and early 5000 production of brokers and agents potential broker. The pieces of paper featuring the twins, which asked recipients to "look more closely." A document shows reminded them that it was "time to invest" and personalized Post-It notes mailer suggested that the potential brokers "take note" of this new investment opportunity.
Cost of Promotion Items: Under $ 10
Results: Immediately after delivery, the number of producers who sold the flagship Global Foreign Investment Fund has jumped to 497 from 81 brokers. The Fund has increased by 700 per cent of assets under management during the period most directly affected by the campaign, an increase of more than $ 30 million.
Company: Weyforth-Haas Marketing, Inc.

Purpose: The opening of new accounts
Strategy: Attention-mailer that had a retractable compass, Caterpillar established the new engine as a means to "find the path of the forest of new emissions regulations." The program has also promised a brand name global positioning satellite (GPS), the CAT logo printing, hand-delivered to the prospect that schedules a sales staff of Caterpillar.
Promotion Amount: $ 10 or more
Results: The promotion generated 48 percent with a response rate of 16 percent conversion for sale (minimum sale is $ 1.3 million).
Promotional items can take many shapes and sizes, but when used properly, they can keep to remind your customers and prospects the value of your products and services without affecting your budget.