How to Develop a Good Promotional Product Strategy: Part 1 of 2


Promotional Products’ greatest value is building long-term awareness through advertising exposure.  In other words, it isn’t giving you brand exposure if your potential customer doesn’t use it.

Promotional products will provide long term advertising ands exposure.  Planning and developing a good promotional product strategy can build your brand and save marketing dollars by only buying what works for your purpose and your customer market.

Like much advertising, measuring results from promotional products can be challenging. But their greatest value is building long-term awareness through advertising exposure.  In other words, it isn’t giving you brand exposure if your potential customer doesn’t use it /play with it or throws it in the trash!

There is one simple rule when it comes to buying promotional products:

If you don’t know why, don’t buy.

The biggest facto r in any promotional product strategy is to know you “why.”  Why do you want to use them in the first place?  Why do you think they will work?  If you do not have a good “why” to use promotional products, don’t buy.  And how can you figure our your “why?”  Ask yourself the following questions when considering adding promotional products to your marketing mix:


8 questions to help you find your “Why”- FIRST SERIES of 4 questions:

  1. Will they use it often? Why do I think they will or won’t?  You might need to do some marketing demographics research to get a handle on the life or work of your group to find an appropriate solution.
  2. Do I want to use this item to reward current customers? Do they want to be rewarded in this way? Or would they appreciate something else more?If they’d rather get discount coupons, they’ll resent getting a promotional item or gift and may not use it.
  3. Do I want my customers to use the item privately (such as a desk item)? Or do I hope they will use the item in public, such as wearing a t-shirt at the mall? Will I be able to find a way to encourage them to use it in the manner I think is most beneficial?  Both private and public use of a promotional product can be acceptable, and effective for you, but again a marketing demographics review will help determine if they have a high potential to use it as you intend.
  4. Will I be able to afford an item of acceptable quality for my recipients? Giving out items that are a lesser quality than your recipients expect can damage your brand.


The experts at Primary Source will be happy to discuss these questions with you.  A visit to our showroom will also help you determine the best products for your strategy.

Stay tuned for next month’s blog where we will continue the four more questions to help answer your “why.”


Mary Anne Kennedy
Primary Source Promotions
p. 515.727.8774

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A little more about us:
Primary Source provides businesses, schools, non-profits and organizations with promotional products, decorated apparel, personalized awards plus executive and incentive gifts. We help clients choose the products that will fit their budget and recipients, AND give them RESULTS:

  • Increase tradeshow traffic
  • Enhance marketing plan
  • Boost sales
  • Reward employees
  • Recognize supporters
  • Increase attendance at events
  • Promote your brand
  • Market you services
  • Recruit members
  • Support your community or cause

At Primary Source, we want your promotional product choice to bring you the results intended – we are Promotional Products with a Purpose!

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