Choosing the right promotional items to fulfill your marketing needs can be a daunting task.  There are literally millions of options in the marketplace.  Some of today’s most popular giveaways are koozies, pens and travel mugs.  If you’re going to use these products to reach your audience, make sure they are distinctive and memorable. 

Consider these suggestions before embarking on your next mission:

 Identify your target.  The more you know about the audience you are trying to reach, the greater the likelihood your campaign will be successful.

 Choose your ammo.  Determine which items your prospects and clients will cherish and use regularly. Realtors, for example, can offer a set of "welcome home" coffee mugs to new homeowners. A car dealer might provide an embroidered ballcap or imprinted leather keyfob to their customers.  

Size matters.  If your goal is to attract new business and reach out to a larger audience, be sure your message is clear and simple … and large enough to read.  Putting the Declaration of Independence on the head of a pin, while interesting, doesn’t get your message across.  

Divide and conquer. You might want to consider different promotional items targeted to subsets of your audience.  For example, one item might be appropriate for your female clients and another for the males.  Or one item might appeal to the corporate executives and another to their department managers.

Live long and prosper.  Skip the items with a one-time use or limited shelf life. Make your promotional products investment something that will stick around for a while.

Call in reinforcements.  Trained professionals are available at no cost to assist in navigating the sea of possibilities.  Contact a local advertising specialty consultant or marketing guru to guide you in the right direction.  You’ll be glad you did.

More info on this and other business topics can be found on my website at .

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