BIZX SEPTEMBER - FINAL - Biz X Magazine

A p p a r e l .
C a l e n d a r s .
Tote bags.
Mouse pads. Pens.
Mugs. Promotional products
are valuable communication
tools when it comes to building
your brand, recognizing employees, boosting
sales and marketing company events. As
part of an overall marketing program, they
can grab attention, generate goodwill and
reinforce messages.
Since promotional products are often useful
or decorative and may be imprinted with
a logo or message, business professionals use
them for everything from trade show giveaw
ays and announcing new services to
extending holiday wishes.
According to the Promotional Products
Association International (PPAI), the promotional
products industry is now an $18
billion business worldwide. A recent PPAI
study showed:
• 55 percent of respondents keep their promotional
products for more than one year.
• 76 percent could recall the advertiser’s
name on the promotional product that they
had received within the past 12 months.
• 75 percent kept their promotional products
because they were useful.
Planning is critical to successfully integrate
promotional products into a communications
program or company event. Here are
some helpful guidelines to developing an
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THE POWER OF PRO M OTIONAL PRO D U C T S
effective program:
1. Define a specific objective. The first
step is to clarify the program’s purpose,
whether the goal is to build excitement for a
new company program, recognize employee
achievements at an annual meeting or boost
sales with current customers.
2. Determine a workable distribution
plan to a targeted audience. Distribution of a
promotional product is as important as the
item itself. A carefully executed distribution
plan significantly increases the effectiveness
of promotional products.Will they be part of
a direct mail campaign? Or, used as a handout
at the trade show?
3. Create a central theme.The theme and
the promotional product should tie in with
the objective of the event or pro g r a m .
Creating a recognizable logo and using consistent
colours for all aspects of your campaign
– from promotional products to printed
materials – help to create a more powerful
impression.
4. Match your promotional product with
the theme. For instance, if your company’s
conference includes a dinner meeting at a
yacht club, consider a nautical theme for
your promotional item that suits your organization
and reflects the flavour of the conference’s
location.
5. Don’t pick an item based solely on
uniqueness, price or perceived value. Don’t
fall prey to the latest trends or fads. And
remember that audience perceptions of a gift
B I Z X M A G A Z I N E • S E P T E M B E R 2 0 0 7
are not exclusively cost related.According to
PPAI, the leading three categories of promotional
products are: wearables (hats, t-shirts,
etc.), writing instruments and calendars.
6. Check imprinting quality or embroidery.
Some products look great but the quality
of the imprinting or embroidery is not
the best. Ask your printer to obtain an
imprint sample comparable to your job, or, in
the case of embroidery, obtain an embroidery
sample of your artwork to review and
approve.
With more than 660,000 pro m o t i o n a l
products to choose from, work with a printer
that has access to an array of products
and product lines. Regardless of your purpose,
make sure you select promotional
products that are worth keeping. From pens
to t-shirts to coffee mugs, these effective
marketing tools are a tangible representation
of your company or organization. Make sure
they send the right message. X
Joe Haddad is co-owner of Allegra Print & Imaging at
1800 Huron Church Road in
Windsor and Allegra Print &
Imaging at 1302 Anderson in
Clawson, Michigan. He consults
with businesses and
organizations about their
communications needs. Haddad
has been helping businesses
d evelop their marketing and
other printed materials fo r
m o re than 19 ye a r s . For info r m a t i o n , visit the
company’s website at www.allegra-di.com, or send an
e-mail to joehaddad@allegraprinting.ca.