SWAG Series - Promotional Products (Part II)
- Thorne, Heidi
- Feb 6
- 3 min read
In the previous installment of this blog series, we explored the "Promo with Purpose" strategy for managing promotional products. This approach examines the who, what, why, where, when, and how of acquiring promotional items. In that earlier blog, our discussion centered on the who and the what.
WHERE
When evaluating the "where" aspect of a promotional product's use, two primary factors must be considered: the distribution location and the usage location by the customers. Understanding where the item will be distributed is crucial in determining its size, weight, and portability for both the distributor and the recipients. Additionally, knowing where your customers are likely to use the product helps in selecting the most appropriate items. For example, providing refrigerator or file magnets would not be ideal for individuals who predominantly spend their time in a vehicle.
Your distribution method might include mailing or utilizing another delivery service. In this context, weight and size become even more critical factors.
Identify the locations where your customers are most likely to be when they are prepared to purchase your products or services, and strategically position your promotions in those areas. Pay attention to specific environments and personal spaces, such as whether they are at a desk or in the kitchen. This approach mirrors the effectiveness of Yellow Pages directories, which were a valuable resource for many years before the advent of the Internet. These directories allowed individuals to swiftly locate and reach out to solutions that addressed their immediate needs.
WHEN
The concept of "when" is intricately linked to "where." If your promotional timeline is set for the upcoming week, your options for promotional items will be significantly restricted. Additionally, understanding when your customers are most inclined to make purchases can guide you in selecting an optimal location for your promotion. What factors are present at the onset of the customer's buying decision process?
HOW
The effectiveness of your promotion and compliance with your budget are often determined by the chosen distribution method.
Will the strategy incorporate direct mail? It's important to note that response rates for direct mail, which do not necessarily translate into actual sales, can be as low as 1-2%. Therefore, a substantially larger volume of materials will need to be distributed to attain a satisfactory return.
Handing out promotional materials indiscriminately at a tradeshow, by distributing them to every passerby at your booth, can result in budgetary inefficiencies. By qualifying booth visitors and offering promotions solely to those who meet specific criteria, you can minimize costs associated with promotional products and avoid expending time and effort on non-qualifying leads.
Additionally, comprehending customer interaction with your promotion can inform your investment choices. For example, when using branded disposable drinkware at an event, it is wise to minimize investment in items that will be discarded or recycled immediately after the event ends.
WHAT
This is the point where everything converges. Your analysis of all the aforementioned elements will guide your purchasing decisions.
Two final “what” questions are needed prior to the final analysis: What is your budget? What quantity will you need? It is easy to determine if it is a mailing and you have the list quantity available or for events where each attendee will receive an item. For tradeshows, you do not have to buy enough product to distribute to each attendee unless you have an arrangement to put your promotion in attendee welcome bags. Planning for 10-20% of total attendance to stop by your booth is usually more than enough, especially if you are going to be carefully distributing to only qualified prospects.
Comments