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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!


Development Idea Rating Screen presents a rating system for promo USB stick development ideas.

The Development Idea Rating Screen presents a simplified example of a rating sheet that might be used for comparing development ideas for a promo USB stick across such a screen of weighted factors. The score profile that should be illustrated in the table should be encouraging, though in practice most development ideas, even for a promo USB stick, would score quite modestly. Others would be rejected as too middle-of-the-road to justify retention too high a pass rate might dilute development resources for the promo USB stick and prejudice it as a potential winner for a promotional campaign. While a short list criteria and their weightings will vary from company to company, and over time, the most important consideration is that a consistent and agreed set of benchmarks for the promo USB stick are used from the outset.

Conference USB drive development ideas surviving initial screenings next enter more rigorous analysis.

Development ideas for a conference flash drive that survive the initial development idea rating screening, will enter a more rigorous series of checks and analysis within the next filter. After this stage the green light decision will be made to authorise and commit costly resources to the promo USB stick development project. The business and market analysis stage of the promo USB stick concerns establishing a viable commercial rationale for development, as both a guide for development work for the promo USB stick and a first-level business planning statement. The assessments made involves market and marketing investigations of the promo USB stick, financial projections and costing/scheduling estimates. These investigations are likely to be carried out by separate departmental specialists, though the final business assessment of the promo USB stick, will depend on information interchange between parties; eg., sales estimates will be required to assess revenue/profit calculations.

Business analyisis of conference flash drive reflects existing market data and previous research findings.

The marketing information required within the business analysis for a conference USB stick, should come from a combination of existing market data and previous research findings, frequently supplemented by specific qualitative research exercises, designed to validate the market attractiveness of the conference USB stick. The idea of a conference USB stick needs to be translated into alternative concepts; ie., statements of the essential dimensions, attributes and rationale of the proposed conference USB stick. It then needs expressing in the customer's own language. The most common method of concept testing for a conference flash drive is via group discussions. This where a a small number of potential customers are exposed to alternative concepts, sometimes supported by pack mock-ups or models, asked questions and led in discussion on specific issues; such as, the acceptability of the conference USB stick, its uses/benefits and its advantages over existing conference USB sticks.

Marketing analysis findings of the conference USB drive campaign gives insight into customer perceptions.

The findings of marketing analysis on the conference flash drive campaign gives some early insight into customer reactions and perceptions of the conference USB stick. This usually means selecting the more viable concepts of the conference USB drive product, together with its benefits, to incorporate into the further development of the conference USB drive. Along-side existing market data, and information, such as buying and switching behaviour, it should be possible to estimate preliminary market and sales forecasts, as input to the financial assessment work. The marketing assessment of a successful conference USB memory concept is commonly summarised in an outlined marketing rationale. The marketing rationale includes statements related to the expected market volume, target segments and conference USB stick positioning, specific guidelines for the conference USB drive's attributes and qualities, indicative price-bands and performance targets versus the anticipated competition.

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