January 2, 2004, Newsletter Issue #11: Seven Steps For Promotional Campaigns

Tip of the Week

1. Define Your Objective. Clarify what the purpose of the campaign is to be. Is it to increase traffic at a trade show, introduce a new product or to boost sales with a current client.

2. Determine a workable distribution plan to a workable audience. The distribution of a promotional product is as important as the item itself. Research shows that a carefully executed distribution plan significantly incresases the effectiveness of promotional products. Foe example, a pre-show mailing to a select audience delivers more trade show traffic and qualified leads then simply distributing items to those just passing by the booth at the tradeshow.

3. Create a cental theme. Linking a recognizable logo and color to all aspects of a campaign, from promotional products to sales sheets to product packaging, helps create an instantly recognizable image.

4. Have your customer develop a message to support the the theme. Supporting a campaign`s theme with a message helps to solidify a company`s name, service or products in the target audience`s mind. For instance, to promote its services to small business, a bank created the theme, "Are you tired of being treated like a small fish?" and sent fish-related products along with the banks promotional literature.

5. Select a promotional product that bears a natural relationship to your client`s communications theme. A good example of this is a company that developed a magic motif for its conference at Disney World. Attendees received magic-related products to yie in with the theme "Experience the Magic at Disney".

6. Don`t pick an item based solely on uniqueness, price or perceived value. Don`t fall to the latest trends or fads. The most effective promotional products are used in a cohesive, well-planned campaign.

7. Work with a Promotional Products distributor that is well established and will be able to give you service and ideas that you need.

The Promotional Products and Ideas website is located at
http://www.promotionalproductsandiddeas.com

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