How to Design a Successful Promotional Product Strategy

True or False?
Using a promotional item strategy will always yield positive results for your business.rue or False?False.Like any marketing strategy, using custom items as a promotional giveaway will not always guarantee success to your campaign. All marketing strategies, from the simple distribution of promotional items to a nationwide tri-media campaign, are just tools that can help you reach your goals. Their overall effectiveness are largely dependent on how you wield these “tools” in relation to your target objectives.

Now, the next question that you should ask is this: How can you effectively wield a promotional giveaway strategy in attaining your goals?

Again, like any marketing strategy, there is no exact formula that you can follow in order to be successful. Every marketing guru will have his or her own “proven” approach in maximizing the ROI of your marketing budget, but in truth, there is no clear and exact path that will be applicable to all. The reason for this is that each industry, and each company in that industry will require a different set of strategies to fit their own strengths, culture, and values. Though, what is possible is to have a set of strategies that can serve as a skeletal framework for your own customized approach. This set of strategies, for certain, will not cover all the aspects that can help you achieve a successful marketing campaign. But what these strategies can only do is to provide you the guidelines that you should expand on to fit your own business.

And as for the promotional product strategy, below is the framework that your program should have:

  1. Do an extensive research on your target market. It’s never about you, and it’s always about them. Doing a thorough arket research is something that should be present not just in the promotional items strategy, but in ALL marketing strategy. This step is the very foundation of your campaign, and failing to do this effectively will always lead to disastrous results.
  2. Evaluate and pick the best event where you can meet your target market. After your thorough market research, you should already have enough info to develop a segment for your target market based on their geographic, demographic, and psychographic classifications. And from this target segment, you should then find and utilize the best event that your segment is most likely be attending or joining.
  3. Choose and design the perfect promotional items to fit your market, event, and brand. Again, based on the segment you are targeting, you should then choose the appropriate promotional product that your target market will appreciate. Design also plays a big factor in the success of your campaign. Examples of design issues to focus on are saliency of logo to t-shirt colors and the clarity of message on printed items.
  4. Plan a distribution program for your promotional items during the event which should answer the following questions: 1) How can your target market find or get attracted to your location (booth) during the event? 2) How can you effectively distribute your corporate giveaway? 3)How can you deliver your message (sales pitch) or gather information from your target market (contact details) during the distribution process?
  5. Create a system to organize all gathered info. This step is often overlooked since most believe that the success of the promotional item campaign is only measured by the success of the event itself. But in truth, this step will separate the weak from the strong marketing strategy. A solid system in organizing your gathered info will often determine the ROI of your efforts.
  6. Design a lead follow-up program from the gathered information. In other words, call and follow-up on your gathered leads.


  • You should remember that this is only a framework and your campaign should never be limited to what is provided above.

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