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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 519 071, or just send us an email. We would love to be of service to you.. that’s why we are here!
What are the promotional product distribution channels that need to be considered?
What are different distribution channels that can be considered for distributing promotional items?
There are many different distribution channels that should be considered for distributing promotional items. These distribution channels include the internet, marketing events, malls, other public venues, and pre-established relationships with clients and with potential clients.
What are the best criteria for determining a distribution strategy for corporate items?
A strong distribution strategy for corporate items should ultimately be derived from your main sources of revenue. If most of your sales come from the internet, the bulk of your distribution should include internet gifts, as well as potential mail-outs to internet customers. Alternatively, if your store operates primarily within a certain part of a shopping mall, it makes sense to have multiple vendors stationed at different parts of the mall with a similar target bases to distribute your corporate items. Then, the potential consumer will already be in the general vicinity when considering your store.
Can the Internet always be a beneficial way to distribute marketing items?
While the internet is the most effective way to mass advertise at a reasonable rate, there are undeniable constraints when attempting to distribute marketing items. Over saturation, for example, is a huge problem internet advertisers currently face. With the proliferation of general advertisements over the internet as well as the addition of spam blockers and filters, internet advertisements and promotions often get completely lost in the shuffle. Marketing items distributed over the internet face this constraint, and as such internet as a distribution channel for marketing items should be considered very carefully.
Is it better to stock up on promo items first or purchase promo items for distribution based on customer targeting strategy?
It is a good rule of thumb to always be prepared for distributing promo items to ensure minimum promotional product wastage and maximum exposure. To do this, analyse the sales trends of both your products (historical analysis) and of the market in general (market competitive analysis). Use this to set guidelines on when and where to distribute your promo items. This can help you determine a few key criteria for distribution:
a) What are the primary distribution channels (internet, mall, mail),
b) Where are the primary distribution channels (if internet, what sites/type of sites; if malls, where in the mall/near what stores),
c) What quantities are distributed and
d) How often do these quantities need to be refreshed.
How should company assets (selling locations, warehouses etc.) be factored into distribution strategy of items with your name on it?Just like for actual product distribution for manufacturing or large product production businesses, it is prudent to use distribution channels located physically near your potential consumer base for items with your name on it. For example, if you own an international site with your headquarters in the United States, but want to send promotional products to a particular mall within Australia, it is prudent to use an Australian promotional products site to ensure that:
a) the promotional products are more culturally relevant to the target demographic, and
b) any shipping/delivery costs can be minimised. -