Promotional Product Overload!

Promotional Product Overload background

Promotional Product Overload!

Promotional products are powerful branded tools to increase visibility. When you choose the right ones, they can turn your audience into brand ambassadors, bringing a piece of your brand with them and sharing your message with others

But how do you choose the right ones with such an overwhelming abundance of options out there?  How do you find the right solution for you in a sea of possible selections? Is there a correct answer?

Of course there is a correct answer! Discover that answer by first knowing your objectives, second by knowing your audience, and third by knowing your budget. Let’s explore.

Your objectives should encompass both short and long term goals for your brand. That means, you should have objectives for the specific purpose with which you are distributing the promotional products as well as overarching objectives for your brand in general, your overall marketing goals. These should relate to one another, as the first assists in the accomplishment of the latter. 

Your audience knowledge should focus more on the specific purpose with which the promotional products are being distributed, and where they are being distributed. The audience in attendance of an event where you are a participant could vary widely from the audience you would be reaching if you chose to run a contest on social media.

Your budget should factor in how this order relates to other practicable orders as well as the entirety of your marketing budget.

budget, audience, objective, timeline
Know your goals

If you will be attending multiple similar events, you can feasibly order more of the same item and therefore spend less per piece. Examine your calendar of events, ascertain which are similar and will require promotional products, then calculate totals based on expected attendance. 

To supply a bit more context, we will share an example. We were charged with coordinating and executing the entirety of a buildout for a liquor brand at an event in South Florida. This, of course, included promotional products. The event took place on the beach during the day with an expected attendance of 20,000-30,000 people over the course of 3 days. We designed the build out with a “beach club” theme and chose our promotional products accordingly. Doing our best to cater to an audience this size meant we must choose multiple items rather than just 1 specific giveaway. Taking into account the event’s location and time as well as budget, we chose sunglasses and foldable fans; then considering that many other brands hand out materials, we decided to incorporate beach bags as well. As the goal of the event for us was to serve as many people as possible over the course of the 3 day period, we felt that items people were likely to begin wearing or utilizing from the moment they received them would encourage others to specifically seek out our space.

In addition to objectives, audience, and budget, you need to have knowledge of your timeline. Once you’ve chosen the ideal products to accomplish your goals and appropriately appeal to your audience, order as early as possible. Pro tip: longer timelines and bulk orders tend to be most economical.

If you would like to explore your options further, or you would like assistance with an effective ordering strategy for your marketing calendar, we would be thrilled to work with you.

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