Promotional gifts are important tools of a marketing department of any company. Their effectiveness depends upon the thought and execution behind them like any other advertisement material. The small articles which carry a companyandrsquo;s logo and name are called as promotional items. They are distributed in large numbers to potential customers in view of introducing the brand and creating general interest in it. Although they serve the same purpose, the promotional articles are very much different from normal media advertisements and other ad campaigns. As they are gifts and given at free of cost customers will take them home (they donandrsquo;t carry brochures, pamphlets etc., to their home); they try to use it (unless it is so useless); naturally they notice the message carried by the article and not once or twice, but as long as they use the item. Market studies tell that customers use promotional items for about 6 months. So a good promotional item is very cost effective when compared to its other alternatives.
But it takes a lot of planning and effort to select a andldquo;goodandrdquo; promotional item. The nature of the target receivers, the nature of the product to be promoted and the budget are the three primary things of concern like any other advertisement methods. All the advantages of a promotional item will come to use only if the receiver is attracted by the item and uses it his day to day activities. Well selected promotional products can generate good will, and establish brand recognition among customers. A promotional item attached with a direct mail yield more positive results than those of distribute anonymously.
These are proved beneficial to the new companies to get a foot hold in market.
The steps to be considered in using promotional items are:
1) Clarify the use of the item in companyandrsquo;s perspective, by asking simple questions such as why? (Why we are distributing the item?); When? (When will you distribute it?); How? and finally to whom?
2) By using the data generated by the answers of last three questions draw a clear plan of action.
3) Design your promotional item to suit the promoted productandrsquo;s design. Match the color scheme. Examine the visibility of logo and brand name.
4) Add a message or caption to the item (print on it visibly) which links the item to the product that is promoted.
Think in the receiverandrsquo;s point of view. Where will he use it? Can he see the companyandrsquo;s name or logo using it? Does it simplifies or enhances his working conditions? Etc, etc. these questions will help you to decide the life time of the promotional item. The more life time, the more advertisement and you can spend few more pennies on the item.
Select your supplier wisely. See samples (you can ask for a sample order of your item). Compare prices and ensure the prints (logo, name and message) or error free.
And finally implement the plan of distribution carefully. If the item reaches the maximum no of potential customers it can create a fortune to the company.

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Article Submitted By: Kim Meyer
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