3 Ways NOT to Use Promotional Products

Throughout my career in the promotional products industry, I've seen promotional products used in many ways. Sometimes they have been used creatively and sometimes very poorly. Promotional products are the most effective advertising and marketing mediums available when used properly. If you use them creatively in conjunction with other traditional types of marketing mediums, such as radio, TV, and direct mail, positive results can be dramatically increased. On the other hand, if used poorly, they can waste valuable marketing dollars.

Over the past few decades, I've heard a few business owners tell me they don't buy promotional items because they don't work for them. These are the exact people that have used these very effective marketing items in ways that are ineffective. They have failed to plan their strategy and instead used a random approach of "winging it" when it comes to using the promos. From past experiences, below are 3 ways NOT to use promotional products. Learn from these mistakes so you don't waste money and make the same mistakes.

3 Ways NOT to Use Promotional Products

1. Don't give out cheap promotional products as thank-you gifts. If you truly want to thank your customers for their loyalty, you don't give them a cheap item. Your thank-you gifts must have value and must be something your customers will like and use. Too often, companies give away a cheap pen, mug, or other low-quality item as their way of saying thank you. These cheap thank-you gifts create a cheap image for your company. To further clarify, don't ever buy cheap, low-quality promos. Do you know the 7 signs you are buying the wrong promotional products?
2. Don't hoard your promos. Many companies buy awesome promotional products, only to hoard them in a closet. They have a mindset that these promos are only for special occasions and for elite clients. Over time, these "special occasions" and "elite clients" become so grandiose in their minds that they never find the right times or people to fit that mold. Be sure you define your top clients, so you know who exactly they are. Promotional products are meant to be given out to strengthen your branding and not to hoard. Do you suffer from Hoard Marketing Syndrome? I sure hope not. Be generous with your promotional marketing materials for the most impact.
3. Don't overlook a plan for your promotional products that includes both an objective for each and a distribution plan. It's okay to keep various promos on hand to give out at last-minute events you are attending; however, you should have an overall plan that details the purpose, when you are using the promotional items, how they are distributed, and your budget. Your marketing plan will likely include a range of different promos, each with a different purpose. For example, you may have a premium type of item to give as an end-of-year "thank you" gift to your top clients. You might have a promotional product that works well with direct mail. You may also have items on hand specifically for mass giveaways at Chamber of Commerce and networking events. Have a plan for your items so you get the most return on your investments. Choosing the right promotional products to fit your plan is vital.

Hopefully, you see there is a bit more to buying and using promotional products than simply buying random products and giving them out. If you plan your promotional giveaways, you create great marketing campaigns to help reinforce your branding and strengthen customer relationships.