| People are known to shop on impulse- buying an item | | | | supplement a general direct mail campaign, you will |
| just because it is on sale, or purchasing something | | | | want to keep postage costs in mind. Perhaps mailing |
| because it looks great in the store. When shopping | | | | a magnet, sticker, pocket calendar, pen or pencil |
| for promotional items, you really can't succumb to | | | | would be something good to use. You would not |
| impulses. Instead, you must carefully decide on an | | | | want to mail a t-shirt or mug- that would be very |
| item that will help meet your objectives.A career | | | | pricey for the response rate of direct mail! If you are |
| school admissions representative who worked with | | | | doing a campaign to target past customers or are |
| the high school market once wanted to buy magnets | | | | just doing a smaller-gauge mailing, perhaps something |
| to give to people. Although magnets were in the | | | | a little bigger would work.On the flipside, if you are |
| budget, they would not really do the job of | | | | looking at motivating employees, thanking customers, |
| spreading the word among other high school | | | | buying gifts or building premiums chances are you will |
| students, as the magnets would be at home on the | | | | want to budget more money per item. However, |
| fridge where maybe a handful of other students | | | | there is likely to be fewer items ordered. I don't think |
| would see. A better idea was to give out day | | | | a pen would be ample to thank someone for years |
| planners (only to enrolled students) that they could | | | | of service! Items for these categories would fall |
| carry to school everyday where hundreds of | | | | under desk supplies, plaques, acrylic awards, clocks, |
| classmates could see. "Oh- that's where I'm going to | | | | engraved items and more.If you are using these |
| school after graduation..." they would say when asked | | | | items or sales purposes, perhaps if you have |
| about the school's name on the planner. Rachel, the | | | | traveling sales people, you will want something that |
| rep, was hurt that the magnets she liked did not get | | | | will be left behind to keep your name top of mind. |
| ordered. But, Rachel does not have a marketing | | | | Things like a note cube or coffee mug are things |
| background and she didn't understand that these | | | | that can sit on a decision-makers desk for a long |
| items served another purpose.So, when ordering | | | | time.If you are looking to promote your business at |
| your items before you even browse the pages of | | | | an event, such as a concert or festival, passing out |
| catalogs or websites, you want to have some | | | | t-shirts could be a great idea. You can easily tie |
| objectives in mind. You would not want to invest | | | | t-shirts up in knots and throw them to the crowds. |
| money in an item that doesn't match the tactic. Think | | | | Lower ticket items for events could be things like |
| about these:-Do you want to stimulate trade show | | | | pens, pencils, keychains, magnets, calendars, tape |
| traffic?-Do you want to use these as sales aids?-Are | | | | measures and more.Finally, cost is something to keep |
| these going to be premiums?-Are you introducing a | | | | in mind too. You don't want to spend the same |
| new product/service?-Do you want to thank current | | | | amount on a prospect as you would on a loyal |
| customers?-Are these for an event giveaway?-Are | | | | customer. Use this as a suggestion:Under $5- |
| these to motivate employees?-Are you trying to gain | | | | Prospect$5-$25- RewardOver $25- LoyaltyThe |
| back lost business?-Are you trying to improve | | | | important thing here is that promotional items should |
| customer service?-Are these going to be used as | | | | not be ordered just because you like it. The item |
| gifts?-Are you using them to supplement a direct mail | | | | should clearly be in the plan to help meet your |
| campaign?These are just a few questions you will | | | | business objectives. |
| want to ask yourself. If you are looking to | | | | |