Promotional Products, Custom Personalised Products & Branded Promo Items That Add Value
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PLEASE NOTE: The article below was submitted as part of a recent online competition we ran, inviting our clients and others to share their thoughts and experiences about using promotional products. For that reason the articles are written at a very general level only, and are far from ‘expert’ in any sense! It goes without saying though that if you now could like more detailed help or advice, please do not hesitate to contact us on 1800 674 722, or just send us an email. We would love to be of service to you.. that’s why we are here!
How do you choose the ideal promotional product?
How do you choose the best promo product for your company?
When choosing promotional products, it is best to find a product that aligns well with your company's core principles. These principles should be well associated with your company, and they should be used to help create a positive company image. Assuming that these principles do, in fact, create a positive company image, your promo products should be chosen based on the best “fit” with the company’s core principles and any associated benefits.
When choosing a promo product, how does your target audience factor in?
Your target audience for promotional product distribution should be the same as your target audiences for the actual product or service your company provides. Additionally, you should consider any other potential new revenue sources that you might be able to bring in. Sometimes, this means separate sets of promo products for different target audiences.
For your existing target audience or your current primary customer demographic(s), your promo products should appeal to the same tastes that initially attracted your audience. For example, a surf shop or beer brand associated with warm weather drinking would do well to choose portable fans for their potential and current customers within their target demographic. The company itself (surf shop/Corona) would appeal primarily to relatively young beach goers. These same individuals would most likely appreciate a portable fan that they could take with them. This is an example of effectively leveraging your existing target demographic with a product.
If your goal is to attract a new set of customers from a different demographic, sometimes a promo product that does not necessarily align with your company’s traditional consumer base can be used. If, for example, Corona chose to explore a new area of revenue growth with a new target base (i.e. creating Corona Light to compete in the light beer market), they could distribute a different kind of product with their logo on it such as pedometers or exercise shirts.
How can promo merchandise best align with your company's strategy?
Promo merchandise can align with your company’s strategy by appealing specifically to whatever demographic your company is targeting. By targeting your existing demographic solely (i.e. Corona = youngish beach goers and drinkers), you can distribute promo merchandise that targets this same audience. Alternatively, if your company is looking to expand into new markets or new revenue growth areas, promo merchandise that associates with the new demographic being targeted should be distributed.
How should you weigh cost considerations in promo gift selections?
Cost considerations should be weighed closely when selecting promo. It can be tempting in certain situations to cut corners by choosing the cheapest products per unit in order to buy more promo gifts for distribution. The ultimate goal of distributing promotional gifts is to win over new customers and increase your effective exposure. If you distribute thousands of a product that no one is likely to use, you have ineffectively spent your money. Make sure you maximise your dollars spent by understanding your customer base well, and correctly gauging what products would best win them over.