There is a right way and a wrong way to use all forms of advertising. When not strategically used and properly developed the advertising dollar is wasted. This is the same for promotional items. Simply purchasing a pen, or mouse pad does not mean immediate success.
Here are a few responses from people who received promotional items from well meaning companies: 71% Said they had no use for it. This tells me no thought was taken to select the right item for the target audience. 48% Said the product was cheap and of poor quality. This reflects on the business or organization who handed out the item. Again, no planning or selecting the right item. 41% Said they already owned a similar product. This is hard to predict. That is why you want to insure the item you are giving out is the best option so yours is the one they want to keep. 35% Said they knew someone else that would like the item better. You may have selected the wrong item, but on the positive side, your brand and message is not going to waste. Someone will have your brand and is receiving your goodwill and is a potential customer. 27% Said the items was unattractive. This could be the item itself or the artwork on the item. 12% Said the item was bad for the environment. People are more sophisticated and they are thinking abut the environment. There are a lot more environmentally sensitive products available than before. 10% Said they don't support that cause or brand. It is very important to know who your audience is and how they feel about you. It is important to work with a promotions professional to help you with deciding what is the right product, how to deliver it successfully to avoid some of these pitfalls. My next post is: What is the Preferred Avenue in receiving advertising. Feel free to reach out to me, Peter Fishburn at [email protected]
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