At PromoShak, we’re always looking at ways we can do better for our clients, which includes reading a good amount of articles about the promotional product industry, trends and unique product lines. Often times the information is great for us, internally, but doesn’t really provide our clients, or you, with relevant information. But this article did, the “6 Do’s and Don’ts of Promotional Product Marketing” featured on the American Marketing Association’s website and written by Arrow Promotional Group.

We’ve all heard the stats about how adding promotional products into your marketing mix can increase brand awareness and that recipients of those products are more likely to do business with you after having received one of your cool items. However, getting to the product and how to use it can be a challenge for some of our clients. We do our best to provide insight and creative solutions, but these tips, we find, might be helpful when planning your next promotional product order.

The Do’s

1. Keep Your Target Audience in Mind


   
   Think about what types of products your current or potential customers will actually use. Brand awareness goes up, less swag in land fills. Everyone wins - even mother Earth.

   
   
2. Consider the Logistics of Distribution


   
   Once you’ve decided on some great swag, how are you going to distribute them? Are there multiple items that might be difficult to carry (consider kitting them); are you going to a trade show or conference (the less bulky the better, no one wants to carry a hoody around all day); have you considered the purpose of the event (remember to think about kids and other family members that might like some promotional products).

   
   
3. Add a Call to Action


   
   Sometimes an order comes in and there is only a logo and maybe website on an item with no clear goal or plan on what value we’re trying to help build. By adding a quick postcard or hang tag or insert on an item asking them for some social media engagement, visiting a website, or making a call can take your product up a notch.

The Dont's

1. Don’t Wait Until the Last Minute to Order


   
   There are so many variables when ordering a product: color, size, material, imprint style, in-hands date, the list goes on. The last thing we want is for your product to end up in the trash - taking a bit of time and pre-planning a month in advance can help us get you the best, most unique product for your budget.

   
   
2. Don’t Use Generic Items


   
   There are pens galore out in the world. But they work to serve a purpose - awareness.  However, we’ve all also seen the stress balls or cheap plastic desk items - people may already have it and the new stuff goes to the trash. Ask your promotional product guru to help you come up with new promotional product ideas to make them unique, useful and memorable. 

   
   
3. Don’t Make It Difficult to Implement
   
   

If you are hoping on a marketing campaign that includes giving an item away in exchange for something else (i.e. an email address), make sure it’s simple. Don’t require a customer to fill out a piece of paper, use an iPad or laptop to collect the information quickly. Or have them just drop their business card into a bowl.

Using promotional products as part of your marketing strategy will improve the effectiveness of the campaign. Combining different marketing strategies, including traditional, digital and promotional, will make the campaign more memorable for both your existing customers and for attracting new ones. Work with your local promotional product guide to help you choose the best products for your budget - get creative, ask your customers their opinions and fine tune the messaging.

As Gen Z increasingly shakes up the marketplace, we are going to have to take the ordinary and make it extraordinary. It’s about going above and beyond with customized packaging, variable print, interactive-digital products, AI and VR kits, and products with a social purpose.

Promotional products do not have to be a difficult task, nor do they have to be a bottom-less money pit.  Promoting your brand should be an easy and fun process.  Luckily for you, you have the Shakers to help you up your mojo!!