subject: Promotion Materials Should Advertise With Purpose by:Rowan Isaacs [print this page] Some promotion materials get their points across very well and create a buzz in the process. Others, unfortunately, fall well short of the mark. To gain the most from a campaign, promotional advertising needs to be handled with a clearly defined purpose in mind.
How can a company or organisation take steps to make sure its promotional items get the job done right? There are a number of things to consider before selecting promotional products to assist with advertising. They include:
* The primary purpose - Clearly state whether promotional merchandise will be used to boost recognition for a product, service, organisation or even cause. It is okay to use promotional giveaways for several purposes, but don't bog down a campaign too much. For example, using promotional erasers shaped like a water drop to gain recognition for a water supplier and a conservation campaign can work very well. Trying to promote 20 different products on small promotional pens can ensure that the purpose gets lost in translation.
* The main message or messages that need to be sent - Will promotional mugs be used as part of a branding campaign? Perhaps promotional printing materials will be used to send a call to action for recipients to buy something or donate to a particular cause. State the message or messages that need to be sent and move forward in selection based on both the primary purpose and the actual messaging desired.
* The available budget - This should be set at least in a rough range before promotional giveaways are sought out. There are literally hundreds of different products out there that can be used effectively to send promotional products. Each can work very well, but the associated costs can vary rather greatly.
* What options might fill the needs - Once the purpose and messages are set, it's time to start brainstorming ideas for promotional merchandise that can help get the job done. Promotional ideas can be very stock and standard or extremely creative and still work very well. Do think outside of the box, but make sure the purpose and message will be clearly conveyed by the items used. Promotional marketing often works best when the items selected to giveaway build the message and don't distract from it. Using customised wine coolers is an excellent way to promote a new brand of merlot. Using wine coolers to send an anti-alcohol message, however, could send a mixed and confusing message.
* Consider ways to think outside of the box - This isn't always necessary, but it can be a very effective way to not only send the message, but also create a big buzz in the process. Even something very simplistic and low-cost like promotional key rings or logo pens can work here if the idea that drives the campaign is creative. Giving away red pens with a catchy slogan and logo, for example, can creatively promote the need to donate blood.
Promotional materials that support a clearly defined purpose tend to perform as expected or beyond. If that message or call to action gets lost in the translation, however, effectiveness can be challenged. To gain the most from a campaign, carefully plan it out before diving in.
About the author
Creative Promotions is Australia's leading provider of high-performance promotional products, complete print management, and warehousing services. For more information, please visit http://www.creativepromotions.com.au
