Successful promotional campaigns

Promotional products aren’t as effective as they can be when used outside the parameters of a marketing campaign. To effectively promote a new product, service, seminar or business, the Promotional Products Association International suggests a series of steps:

• Define a specific objective. Make sure the program has a purpose.
• Determine a workable distribution plan. How can products best reach the right people?
• Create a central theme. Link all aspects of a campaign to the same logo and/or colors.
• Develop a message to support the theme. PPAI points to a bank that used the tagline “Are you tired of being treated like a small fish?” on fishing-related products it sent to small-business owners.
• Select a promotional product that bears a natural relationship to your profession or communications theme. With more than 15,000 promotional items available, this shouldn’t be a problem.
• Select items based on their fit in a cohesive, well-planned campaign, not based on uniqueness, price or perceived value. Jumping on a trend or fad can lead to a short shelf life for a product.

PPAI suggests that, when possible, advisors use a qualified promotional products consultant. Doing so is the best way to get the right products for the right campaign, use the best distribution solutions and receive advice to make a campaign go further.