One of the most cost-effective, yet underused, marketing tools is the inclusion of imprinted promotional products in your marketing mix.  Some companies feel they have no room in their budget for promotional products, i.e. ad specialties. The fact is there are thousands of inexpensive possibilities that are great for introducing a new product or service, reinforcing your corporate identity, thanking customers for past business and encouraging prospects to become customers.  And, unlike traditional advertising, promotional products, can maintain a presence in offices and homes for years to come…leaving a lasting impression.  Beyond their use with clients and prospects, there are many opportunities to use them within your own organization. You can create a sense of community with your employees during training sessions, reward employees for achieving goals, and increase awareness of corporate events and programs, such as safety programs and trade shows. Embroidered apparel can also help you enforce your corporate casual policies and add a professional, polished look to your team at trade shows and other events.. The possibilities are endless. There are approximately 400,000 products available that can be imprinted with your message or logo. From pens and portfolios to clocks and clothing, you’re sure to find a product that fits your budget and needs.   Try a brain-storming session with others in your organization on what unique products  would work best for your audience or theme, with everyone’s imagination working you’ll have a great source of ideas.   Your imprinted message gets lasting exposure because these useful items are retained and used again and again, and passed on to others.

Here was a well thought out promotion at the CTIA Wireless 2002 trade show.  Siemens gave away inflated rafts in the shape of a phone with their name imprinted on it.  Everyone was welcome to take a raft home but you had to wait for them to inflate it....no rafts were handed out un-inflated.   The uniqueness of people carrying these inflated rafts around the trade show got people looking for their booth.   There was so much interest that people stood in line to receive their raft, sometimes for an hour or more, while those working the booth inflated rafts.  It just so happened they had knowledgeable sales and marketing people on hand to chat with the captive audience waiting in line.

Here are a few simple steps you can take to ensure a successful promotion:

1. Plan your program as far ahead as possible

You’ll increase the number of options you have if you give your distributor time to research ideas and product sources. The lead times on producing imprinted products vary from company to company. By avoiding last minute decisions, you will increase the selections available. In addition, last minute changes occasionally add extra costs to your order. Planning head helps keep your order under budget.  If you are under a tight deadline, choose a supplier who will guarantee on time shipment of your order.

2.  Select a distributor that fits your company and your needs

Spend a little time comparing suppliers to make sure they are a good fit for your needs, it will be time well spent.  Look for a distributor with a solid reputation within the industry. They should be able to supply you with references verifying quality, service, and quote and order accuracy. Look for a range of references to see if they service a variety of clients with equally successful results. 

3.  Make your distributor part of your planning early in the process

Capitalize on your distributors knowledge and experience.  They have worked with a variety of clients and companies and can be a valuable resource to you in finding just the right item to fit your program and budget. Use them as an experienced consultant, not just an order-processor. They can offer suggestions on how to effectively use specific imprinted items to achieve your desired results. In addition, ask them to send imprinted samples so you can inspect the quality of the product you are considering before placing your order.  

4. Good artwork will improve your order processing time

Clean camera-ready artwork is essential for quality imprinting. By supplying the artwork you can cut down on the make ready time.  If you do not have camera-ready artwork, look for a distributor who can create or clean up artwork for you. This option may be costly and delay your order if additional steps are required—so get a quote ahead of time or look for one that offers free, timely art preparation as part of their normal services. They should explain what type of artwork is needed and what will work best for your product.

5. Make sure you specify the date you need your products

Most imprinted products are ordered for a specific event or promotion. Make sure you specify the date you need the product in your office at the time you order. The distributor will let you know if the deadline can be met or suggest ways to help achieve tight turnarounds. Again, make sure they guarantee on time shipment to meet your event date.

6. Inspect your order upon arrival

Your order should arrive in top condition exactly as you ordered it. In the rare instance where there is a problem, your distributor should make it right for you. However, it takes time to re-run an order. The sooner you notify them of any problem, the sooner your problem will be resolved.

Use these six simple steps and enjoy a successful, worry-free promotion!

 

Patrick Hartel is Marketing Manager for 4imprint, North America’s largest direct marketing distributor of imprinted promotional products. Serving over 200,000 customers including all of the Fortune 100.   920-236-7272 phartel@4imprint.com  www.4imprint.com    ph92
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