Developing A Promotional Plan Part 6

  • Feb 14, 2018

We are already at step six, Don’t Pick a Promotional Product Based Solely on Uniqueness, Price, or Perceived Value. One of the first questions I get a lot is “What’s New and Exciting?” My usual answer to this is it’s not about new but more about the most effective promotional product used in a cohesive, well-planned campaign. It’s important to not fall prey to the latest trends or fads. Let’s look at something as simple as a pen. Sure everyone gives out pens. It happens to be one of the most popular promotional products ever and has been effective for over a century. Why is that? It’s useful. It’s usually kept for a period of at least 1 year unless someone steals it from you. In either case, the message conveyed on the pen is seen multiple times a day for at least 365 days. The cost is minimal considering the number of exposures you get out of it leading to a cost per view (CPV) of fractional of a penny over the long run. Why wouldn’t you use a pen? We have used the same product for multiple clients in different businesses with great results so have the newest and greatest is not the best reason to use it. The effectiveness is the most important reason in selecting a product. Sure we could pick something for the hearing aid company that focuses on hearing but will it serve them the best? Not necessarily, especially if the recipient doesn’t use it or keep it. Don’t try to pick a product because it is new. Pick the product because it works for your purpose. Happy Marketing!

This entry was posted in Marketing by John Fogal.