Using Promotional Items Strategically

Promotional items have their maximum impact within a larger strategy designed to promote your business. Whether you a simple promotion like imprinted pens or keep a broad array of branded apparel, your campaign will only reach its maximum effectiveness when you break down the ways in which you plan to both distribute your promotions and follow up on them, to bring more people into your sales cycle.

Let’s look at three venues for your promotional items and how they fit into your strategy.

Employee Centered: Put your logo on employees’ clothes and office supplies when they’re likely to interact with your target client demographic. Greet people in a company shirt; sign invoices with a company pen. Don’t forget that this demographic actually includes your current customers too. Branding your staff is a great way to put your business in front of mind for return customers too.

Event Centered: Trade show giveaways, contest prizes – these events put your promotional products into people’s hands. These situations feature a trade off between individual effectiveness and distribution. Handing out a bunch of pens or buttons is inexpensive, but people lose them or toss them out. Choose based on the nature of your business. If you have a few clients and long term, high commitment relationships are key, back that up with high-end items. In all cases, your objective is to connect with new people.

Service Centered: When possible, use promotional items as part of the fulfillment process. Your pens, stationary, employee clothing and anything else you can think of includes your imprinted brand. In addition, consider adding a giveaway with fulfillment, even if it’s something as simple as a pen or imprinted USB flash memory stick to get your brand in their homes and offices, increasing the chance of repeat business and word of mouth through these contacts.

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