What Makes A Great Promotional Product?

By Author: Jeff Hales
Total Articles: 4762
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Like most things in life, the perception that something is great is quite subjective. Ask the financial manager what makes a great promotional product, and they will say getting the most volume for the lowest cost. Ask the marketer and they'll tell you it's a promotional item that sells your brand. And ask the recipient, and they'll probably tell you that it needs to be something that's useful or entertaining. In truth, a great promotional product should meet all three of these requirements, and the trick is finding a promotional product that does just that. Here are a few things to keep in mind when searching for that perfect promotional product.

Know and Research Your Target Market
Knowing who you are aiming your product at will help you to decide if the promotional product is relevant to your target market or not. Ask yourself two questions when considering a promotional products. Will the product capture the recipient's attention or interest? Will it make them remember your company, and will that association be a positive one? Researching your target market may also help you come up with ideas. For example, ...
... your research may show that your target market enjoys the outdoors and adventure activities. You can then search for promotional products in the line of outdoor gadgets and apparel.

Does the Promotional Product Come in on Budget?
It doesn't help to find a fantastic promotional product that exceeds your budget. What will most likely happen is that you can only order half the quantity and your campaign won't be nearly as effective as planned. There really is such a wide variety of promotional products nowadays that you can almost certainly find a great promotional product that fits within your budget if you shop around. Keeping to a budget is just as important as selecting the type of product. A great promotional product is one that fits into your budget and then still does an effective job of promoting your company so that the business grows.

How Will you be Able to Brand the Promotional Product?
Almost all promotional products allow you the opportunity to brand them with your company logo or slogan. However, some products are limited to a single-color branding or only available in one color. Ideally, you want to be able to use your exact corporate colors when branding the promotional product. Most logos have two or three colors. If you are not able to brand in more than one color but still feel that you want to use a particular product, then a way to overcome that is to do three different color print runs. For example, if your corporate colors are red, turquoise and dark blue and the product has a white background, then split your print run into thirds, printing one-third with red, another with turquoise and the remaining third with dark blue branding. Remember that you want your branding to be noticeable. You also want people to immediately be able to recognize your logo and associate it with your business.

What Does the Product say About Your Company?
The perception of the promotional product must tie into your marketing campaign and overall company image. If you are a business that offers high-tech and high-quality service, you will not want to use a cheap plastic promotional product that you get by the thousands. High-quality service demands that you anticipate and meet your clients' needs. Let that be reflected in your choice of promotional product. Make it something useful that will show you will anticipate their needs. It can still be gimmicky, as long as it's still useful. What you don't want is a promotional product that'll just get hidden away on a desk or tossed in a drawer.

How Well Will Your Promotional Product be Seen?
Remember that marketing and promotions are all about building your brand and expanding your market. While you want the recipient to like and use the promotional product, a great promotional product will be one that is seen by your target market. For example, if you are targeting business executives that have an interest in golf, choose a product that will be so great that the recipient will use it every time they play golf. In that way the product, and by default your company, will get noticed by the other executives playing golf. This will fulfill your objective of giving your company greater exposure to your target market.
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