Branded promotional products are one of the most effective marketing methods available to your company.
Eighty-five percent of consumers remember the companies that give them promotional products and are 2.5 times more likely to have a positive image of your company compared to companies using online advertisements.
Custom promotional products are also among the most cost-efficient forms of advertising: A $10 T-shirt that generates 1,000 views throughout its lifetime will have a cost-per-impression of $0.01.
You can’t, however, choose promotional products at random and expect successful results. An effective promotional product campaign matches your customer needs, reflects your brand image, and is budget-friendly.
Here we’ll take a look at questions you need to consider when choosing custom promotional products.
Who is Your Target Demographic?
Promotional products must be chosen with your target audience in mind: Moleskin Smart Writing Sets are excellent for executives, but probably won’t appeal to a demographic that favors outdoor activities. In a similar view, a mass order of custom t-shirts are popular choices for races and concerts, but less suitable for luxury-oriented wine aficionados, who would probably prefer the elegance of a Rosewood Wine Glass Set.
You will want to consider all elements of your brand’s audience, including their age, income, gender, and activity levels. What captures your audience’s interests? How do they spend their time? Where and when does your company connect with them? Will the branded promotional products you’re considering bring value to their lives, either by solving a problem or making their life easier in some way?
Does the Product Match Your Brand?
Custom promotional items must match your brand’s image as well as your market demographic.
Portable stainless steel telescope straws, for instance, would match the brand image presented by a hip, eco-friendly store aimed at young travelers.
A law firm specializing in corporate law, in contrast, might reinforce its commitment to quality with a beautifully crafted laser-engraved pen.
Remember, any customer promotional products you offer will be linked to your logo and brand in the minds of gift recipients. Make sure your promotional products reinforce your brand’s core message.
What’s the Event?
Promotional products are sometimes associated with a specific event, whether it be the launch of a new product, a sports game, or a trade show. You will want to consider the nature of the event when you choose your gifts. Sunscreen and sun visors are good choices for outdoor summer events, as they can be used immediately.
Branded T-shirts and trucker hats are also good options to spread awareness of a new product or event.
Trade show visitors will be expecting the usual fare (pens, calendars, tote bags and the like), so consider giving away something that makes your brand stand out, like stress balls or a way to recharge.
What’s Your Budget?
Whoever said money is no object obviously never ran a small business’ marketing department.
Your budget will definitely impact your promotional campaigns. You want the best possible return on investment on all promotional products, which influences what items you buy.
If you're looking for high-quality items that will provide twelve months or more of impressions, consider outerwear and luggage. While too expensive for most large-scale promotional campaigns, the durability and usefulness of these items make them good choices for gifts to specific customers, partners, and potential clients.
For mass marketing campaigns and major events, water bottles, hats, and t-shirts are a more budget-friendly choice.
What’s Your Distribution Plan?
Finally, you need to consider how you’ll get your promotional products to their intended target. If you’re planning for a trade show or other time-sensitive event, be sure to order your product in plenty of time to avoid extra charges for rush orders. Products for mail campaigns or large events can be ordered in bulk, while special gifts for prospects and valued customers can be ordered as needed.
Consider your own storage space when you order branded promotional items. An order of 1,000 t-shirts will take up room, so it makes sense to arrange for items to be shipped as needed. If you keep a small selection of customized promotional products on hand, you may want to arrange monthly or quarterly shipments to refresh your stock (especially for promotional products like pens, which can do double duty as office equipment).
No matter what custom promotional products you need, Triple Crown Products can provide them. Browse our extensive collection of customizable apparel and promotional gifts, or contact us to see how we can help you meet your promotional campaign goals.