Promotional products can be the most cost-effective tool in your marketing toolbox. But they can also be a complete waste of time, resources and money—unless you do your homework. With more staying power than a 30-second television or radio commercial, and less expensive than a full-page colored ad in a publication, promotional products go outside the box of traditional advertising. So how can you possibly go wrong? There are many temptations in the world of promotional marketing that can lead even the best of marketing professionals astray. Stay away from these 5 “do-nots” of promotional marketing to help increase your bottom line.

#1. Do not wait until the stroke of midnight

Although awesome promotional product companies (i.e. Bullpen Marketing) can turn orders on a dime, some unknown factors can be hard to control such as inventory, shipping errors and acts of God. Also, waiting to the very last minute on orders can incur hefty expedited shipping costs, not to mention unhealthy stress and agitation levels. If possible, allow time for unforeseen events and place orders well in advance to avoid these last-minute headaches.

#2. Do not give a pork chop to a vegetarian

Not knowing your targeted audience for your promotional product campaign is a disastrous mistake leading to wasted time and money. There’s a simple reason for this: People will not keep something that doesn’t resonate with them. You wouldn’t give a vegetarian a pork chop, would you? No matter the case, the promotional items you’re handing out should have the goal of getting more sales and better customer response. Take some time to think about your intended audience and ask yourself “Would they like this item?” Better yet, use your promotional product company (such as Bullpen) as a resource for product selection advice. This isn’t our first rodeo…or trade show…or client appreciation dinner…or employee safety program…or…well—you get the picture.

#3. Do not have unrealistic expectations

If it feels looks like a $0.25 pen, and writes like a $0.25 pen—it’s probably a $0.25 pen… While there are several items that make for fantastic money-saving deals, in most cases you undoubtedly get what you pay for. And there’s absolutely nothing wrong with giving out $0.25 pens at a trade show. But keep your expectations in check. These pens may not last as long or look as appealing and therefore not have the same impact or staying power than another priced pen or item.

#4. Do not keep things to yourself

The promotional item is important to the recipient, but what is on the promotional product itself what’s most important to you. Just as a billboard, you need to share all the vital and relevant information. If you’re trying to drive traffic to a website, make sure your URL is on there—or, for the tech savvy recipient, perhaps a QR code that opens a mobile friendly webpage. If you’re only putting your logo symbol on there, will the recipient be able to identify it and make the connection to your company? Or would it make more sense to have the company name written out? Get the most out of your promotional marketing by having the correct information on your items.

#5. Do not have good intentions

Don’t get me wrong. Good intentions are…good. However, if you order 200 calendars and give away 100 of them while intending to get the rest out as soon as you can isn’t a good strategy. Promotional items don’t do any any good if they’re sitting in your company’s storage room intending to be distributed. Unless there’s a lot of unsought after business in there.

Tags: Advertising, marketing, Promotional Ideas

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