Getting Stared

Promotional Products – Strategic Planning Pays Off

The best promotional products distributor acts 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.

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.

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.

As the experts, we help our customers determine which products make the best sense and will most appeal to their target markets because we know that the more thought and effort you put into the planning and selection process, the better the results will be.

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.

Tailor your order to your demographic. Mugs always make sense but what type of drinkware will truly resonate?

As Nathan Dresher wrote in Marketing Edge magazine in 2015, the promotional products industry is evolving to suit wide-ranging employee demographics that encompass everyone from millennials to baby boomers and gen-Xers. While every one of them is likely to appreciate a mug, the Boomer may cherish the traditional ceramic version while the millennial wants a trendy, portable stainless mug that’s eco-friendly.

In PricewaterhouseCoopers’ 2011 workplace survey titled “Millennials at Work: Reshaping the Workplace”, the firm found that millennials are highly technology-focused – duh – no surprise there – but their purchasing decisions also take into account corporate responsibility, style and the environment.

Even the millennials will take the t-shirt – but chances are they’ll wear it only if it’s a technical fabric with an on-trend message or design. A smartphone or iPhone case, a USB bracelet, backpack, tablet case, power band and ear buds will appeal to them more than any other employee demographic.

To maximize the return on your investment:

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.