Pretty much anyone will accept a free whatever – t-shirt, fridge magnet or water bottle. The question is does it have the appeal required to keep it in use rather than stashed in a drawer, cupboard or closet.
At Everyday Office Supplies, we know that firms continue to recognize and show appreciation to their top employees and that companies of all sizes still rely on promotional products to embed their brands with new and existing customers. We act as a consultant to help you assess your promotional products’ campaign goals and the impact you want to have on your target prospects and customers.
Across the board, we see a broad range of advertising specialty items earning impressions, from consumables such as food to digital (e.g. fitness bands, screen cleaners, wireless speakers, mobile chargers) to luxury goods such as elegant bags. Notably, playful items with a touch of whimsy, such as adult colouring books remain popular.
1) Plan Far Ahead: Create a calendar of events and be aware of the lead times required to select the most relevant, appropriate products and obtain the required, in-house approvals. Once you have the go-ahead, you need a certain amount of time to order, customize and ship them.
2) Align your brand, campaign message and goal with your target demographic (age, gender, lifestyle, culture) and commit to consistent messaging and branding.
3) Assess and know your budget: Cheap, disposable items probably won’t earn you accolades with your target audience and while indifference is a waste of your money, offending or irritating the very people you’re trying to please affects your reputation, image and bottom line.
4) Get creative and be smart about it. The most innovative campaign makes them smile and ensures they’ll keep and use the item. Ingenuity is pointless if it’s so off the wall it sends the wrong message or baffles recipients.
5) Consider every aspect of that product: Where was it made? Is it environmentally friendly? Is it attractive? Useful? Will they be more likely to keep it, give it away or pitch it?
6) Track results carefully to see what works and what doesn’t. Make detailed notes while the campaign and responses are fresh in your mind so that you can apply the lessons learned to your next advertising specialty and promotional products campaigns to maximize the return on your investment.
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