PLANNING YOUR PROMOTIONAL PRODUCT CAMPAIGN

Successful promotion campaigns don't happen by chance. To realize goals, promotional products programs must be carefully planned, taking into consideration the audience, budget and, of course, the ultimate result to be gained.

• Define the objective - Whether your goal is to increase traffic at a trade show exhibit or boost sales with current clients, the first step in any campaign is to clarify the purpose of the program.

• Identify the audience - Some programs will have one specific target, but many others will include several audiences that need to combine for maximum benefit. For example, a sales contest may be aimed specifically at the sales force, but also require the help of support people to make the desired objectives achievable.

• Consider all parties - When designing a program, be sure you consider all stakeholders--i.e., those who have some position in the current procedures or potential changes. In many cases you will find yourself expanding the parameters of your program to include not only your primary target, but also less obvious secondary and tertiary groups. When this happens, be certain that everyone who might impact the objectives is included.

• Set-up and agree on a budget - Develop the budget based on what the program is meant to accomplish, what the economic payoffs of accomplishing the objectives will be, what has been done in the past, what funds are available now, etc. Many budgets are based on a percentage of projected savings or incremental profits that are expected.

• Determine a workable plan of implementation - Distribution of a promotional product is as important as the item itself. Research shows that a carefully executed distribution plan significantly increases the effectiveness of promotional products. For example, a pre-show mailing to a select audience delivers more trade show traffic and qualified leads than simply distributing items to passerby at the show.

• Your plan needs to be an orchestration of all the elements, including targets, timing, distribution and administration. It is the overall communication and operation strategy you will want to use. When designing your implementation plan you will want to develop the promotion end of your program as well as the incentive awards. This strategic promotional plan might include:
  • A pre-announcement teaser to generate curiosity about the program
  • An announcement piece which explains how your audience can win, i.e., rules and regulations
    
  • Promotional mailings, signs, stickers, banners and specialties to stimulate interest and keep the program message alive
    
  • Training materials
    
  • A schedule of releasing updates and promotional pieces to provide increased message life and interest over the program
    
  • Ways to evaluate the progress and success of the program
    

This is also the time when you should map out your administration plan for covering the operation of the program.

• Create a central theme - Linking a recognizable logo and color to all aspects of a campaign, from promotional products to sales sheets to product packaging, helps create an instantly recognizable image. The theme needs to fit the image of the organization, the target audience, other on-going communication patterns within the organization, and the objectives to be achieved. It needs to be creative and meaningful. You may consider developing a theme mascot, such as a cartoon character, to make the theme more tangible and interesting.

• Develop a message to support the theme - Even promotions need promoting! Supporting a campaign's theme with a message helps to solidify a company's name, service or products in the target audience's mind. For instance, to promote its services to small businesses, a bank created the theme "Are you tired of being treated like a small fish?" and sent fish-related products to its prospects along with promotional literature. If your promotion program is longer than three months, you will need to provide a number of boosts to keep the theme fresh, interest high and on the minds of those in your target audience. These messages are best placed on promotional products.

• Select the appropriate promotional product(s) - Again, alignment is important. Select a promotional product that bears a natural relationship to your profession or communications theme. A good example is a company that developed a magic motif for its conference at Disney World. Attendees received magic-related products to tie in with the theme "Experience the magic at Disney®". Don't pick an item based solely on uniqueness, price or perceived value. Don't fall prey to the latest trends or fads. The most effective promotional products are used in a cohesive, well-planned campaign. Contrary to product selling, the products are the last things selected for a program and can be selected from a wide range of possibilities.

• Establish a method to measure results - This step is extremely important. It provides feedback you need to demonstrate the success of the program and to improve future programs. Plus, it is a ready-made answer to the question, "What have you done for me lately?"