Choosing The Right Promotional Product (Step 4)
Here is a list of the questions we must answer when choosing the perfect promotional item for your campaign:
1. What do we want to happen?
2. How will we measure success?
3. What is our target demographic?
4. How will we deliver the item?
5. How much can we spend?
6. How quickly do we need the product delivered?
Delivery method is a very important consideration when choosing an ad specialty for your campaign. Promotional products are most commonly handed out at sales calls, trade shows or expos or at the front counters of offices or retail establishments. Other delivery options include direct mail or through third pardies - like donation them to non-profits or business organizations for their golf tournament or other event.
The delivery method helps determine the size, shape, weight and fragility of the advertising item we will choose. A customer once decided that they wanted to send champagne flutes out to all of their customers as a thank you on their business’
anniversary. Flashing red lights started going off in my head as we talked this out on the phone. While an attractive gift with a lot of perceived value and promotional endurance, wine glasses and champagne flutes are bulky and highly breakable, especially when we are ’sending them out.’ When I asked how they were going to deliver 2000 
champagne flutes to their customers the only response was…”Oh, wow.” We decided to send out a brass key tag with their anniversary logo instead, along with a post card invitation to their Anniversary Celebration directing the customer to bring the card (filled out with their contact information) into their nearest branch on that day for a free anniversary flute. Steve Raggo
www.raggo.com
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