1) Set your goals
2) Who is your target market?
3) Determine your budget
4) Select promotional items related to your business, organization, or branding
5) Give useful, quality driven items. Items that the ‘end user’ will actually use.
Step 1 Set your goals. It seems that many businesses go into buying
promotional items with little thought or planning. This is fine, if you have an
unlimited budget for marketing and you do not have to show that your marketing
was effective. Most businesses do not have unlimited budgets and the money spent
on marketing and promotion, needs to do SOMETHING.
The SOMETHING is the goal you set for your marketing. Maybe your financial
status indicates you are behind in sales from the same time the previous year
so, you set a marketing goal to increase sales to last years level. A goal
can also be to increase revenues from the previous year or quarter. Your goal
can be anything you want. You need one though to tell if your promotional
giveaway was successful.
Step 2 Who is your target market? This is a critical step because 95
year old men are not interested in the same things as 30 year old men. So, it is
important that you take your customer files and divide customers into
categories. The categories can be whatever you want but, a sample of a category
is related to money spent such as: one time purchaser, loyal customer, high
dollar spender. You could also set your category related to money spent and age.
The categories are limitless.
Step 3 -Determine your budget. Now that you have all of your
customers divided into categories, you might want to consider selecting a
different promotional item for each category. The high dollar spenders are not
going to be excited about a $3 item while the one time purchaser might be really
OK with it. To decide how to distribute your budget, put a dollar figure with
each level in your category until they total your budget. Give the highest group
the most money and then work down through the other levels.
Step 4 Select promotional items related to your business, organization,
or branding. Given the figures you have estimated for each level of customer,
look for promotional items within that budget range. If you find you can not
give high enough quality to pens to the highest group, with the money you
budgeted that category, then think about either going through and lowering the
other categories. Another option is to decide to only target one or two of the
levels at this time and pick up the other level when the marketing budget has
Step 5 - Give useful and quality driven items. The promotional items you
giveaway will be a reflection of your business integrity so - you want to buy
the highest quality your budget will allow. Giving away fewer items is
better than giving away more and looking like quality is not important to you.