Promotional Products and How NOT to use them

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    Before you rush out to develop your company’s new inventory of promotional products, make sure you don’t fall headlong into one of these common traps.

          Poor Promotional Product Choice

    Go back to basics.  Who do you intend to give your promotional products to?   Their sole purpose is to get brand exposure so your customers must want to use them.  If your company offers life insurance for the over 50’s, a branded bikini might be an overly optimistic choice.   Think about a smart pen or a classy calendar.  Similarly a plain fridge magnet will not be well received by a target market of trendy 20 year olds – whereas a funky USP drive might do the trick.

    Excessive Initial Outlay

    Be selective in your first order of promotional products.  Invariably there are set-up costs for preparing the print run for each item.  Don’t steam ahead with an order for a vast range of products when 2 or 3 could set you up nicely thank-you very much.

    Frivolous Handouts to Friends

    It’s all too easy to fall into this trap.  You’re really proud of those shiny, new promotional products that shout out your company name and slogan.  Part of you can’t help showing off so you give a bunch of freebies to all your friends.  But your friends, assuming they are real friends, will support your business venture anyway, and spread the news by word-of-mouth.  So think carefully - do you really need to give them the branded polo shirt, executive brief case, grandfather clock or whatever, when a nice logo’d pen will keep them happy?

    Overt Favoritism

    And finally, make sure you distribute those wonderful promotional products fairly.  Don’t let your head be turned by a gorgeous gal / handsome hunk at a tradeshow – with the result that they leave with a bagful of goodies whilst the less beautiful watch from the sidelines.   Everyone will see through your ruse and you will lose credibility.  And remember – beauty doesn’t equate to buying power!

    Joe Russo

    Joe Russo has over 6 years of experience with online marketing, sales and business management. Joe enjoys working on challenging projects, working late hours and the Boston Celtics. 

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