5 Critical Factors in Choosing the Correct Promotional Product for Your Next Advertising Campaign

In this day and age, business marketing is one of the key determining factors for business success. So how can you use promotional products to differentiate your brand from your competitors? There are so many different options when it comes to promotional items that sometimes it can be hard to decide which way to go. Having a good promotional product strategy is always the key. So in the below points we will discuss the factors that need to be considered when selecting the correct product for your next campaign and how to tailor a distribution strategy that will equal success:

1. Market – Always determine who you will be targeting with the promotional items and corporate gifts. For example if you are a University and wanting to give something away at an open day, you would opt for products that are appealing to University students. Things that they can use like branded stationery, laptop bags or promotional USB’s could be a great start. On the other hand giving a University student a branded coffee mug or tape measure might not be as fitting. You will want to choose a product that will be useful and be of a high perceived value by the target market.

2. Print colours – Many people have a hard time deciding how many colours should be printed on a particular item. Choosing how many colours to print depends on the product, budget and in many cases a company’s logo specification guide. Always bear in mind that printing more than 1 colour will usually cost more on items to be screen printed or pad printed. The reason for this is because the set-up of the printing screen or pad and the mixing of your PMS colours is quite labour intensive. A good promotional product supplier will discuss this with you and make recommendations based on what you’re trying to achieve.

3. Budget and quantity required – In many cases there will be a budget restraint when selecting the correct promotional product. It is always best to estimate how many people will need to be targeted and then work out what budget per item you can afford. This will help in the selection process by eliminating products that are too expensive per unit.

4. Critical date – Promotional products and corporate gifts can be produced locally or offshore. The main difference is when producing the products locally you can expect lead times of around 2-4 weeks dependent on the supplier. When producing products in offshore factories, lead times can blow out to 5-12 weeks due to sea or air freight. If you have a critical date of 1 month or less, it’s always safest to get products produced locally. This way there is no risk of customs or freight company delays.

5. Choosing the correct supplier – There are many suppliers that will get similar products for you. Some quick determining factors that we will cover in another article are: Is the price competitive? Do they have good customer service skills? What is their reputation in the industry?

In summary, always take into consideration the above mentioned factors when selecting your promotional products and suppliers. These factors are also relevant for when selecting a corporate gift or promotional clothing.

Use these tips when you’re next selecting a product for a marketing campaign and be sure it will be a huge success!