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What are the Steps to Planning an Effective Promotional Product Campaign?
Home » Advertising & Marketing » Promotional Products » What are the Steps to Planning an Effective Promotional Product Campaign?Posted by Your Guide on January 18, 2006 9:42 PM
Advertising is designed to be interruptive. Its goal is to take your mind off what you were doing, reading, or watching, to focus on what is being advertised. Promotional products have that same goal at the point of receiving them, but once they are in the hands of potential customers, the goals change. Promotional products have as their goal to be helpful and available when needed and to remind customers that your business is there for them when they need you.
Planning which promotional products to use, deciding who should receive those products, and how to get them into the hands of potential customers requires a thorough evaluation of how the products will meet current business goals. As your business plans a promotional product campaign, these questions can help narrow the focus and keep the planning on the right track:
• Who are the target customers?
• What is unique about this business, and what we do?
• Will the product(s) being considered remind potential customers about this business?
• Will the product itself be a testament to the quality of the product customers will receive from our company?
• What message is this business trying to convey with this product?
• Will the product be easily accessible to potential and repeat customers when they are making a decision about which company can meet their needs?
• Is the product large enough to hold all of the necessary information and still be easily read?
• Will the information on the product be memorable?
• Will the product itself have value to the target customers?
• What is the best way to get the product(s) into the hands of potential customers?
• Does the product have a professional appearance?
• Will this product be consistent with the current business plan and advertising campaign?
• Can the current advertising budget cover the cost for an adequate number of products?
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