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


Promotional Products’ greatest value is building long-term awareness through advertising exposure. Part 2 of this blog gives you four more questions on how to know your “Why”- so that your promotional products choices give you brand exposure you need.

Remember the simple rule when it comes to buying promotional products:


If you don’t know why, don’t buy.


The first four questions were in my prior blog.  Here we go with questions 5 – 8 to ask yourself to determine your “Why” and if those products fit your strategy.

4. What is the potential life of this item? Will it be used just once or discarded? Can I find another way to gain  this exposure without the promotional product investment?
Carefully determine whether a one-time use item will provide enough impact and exposure to warrant purchasing.  This may be unavoidable if you’re providing items as part of a sponsorship program or in conjunction with a trade show or event. There are still ways to make it memorable!

5. Does this item align with my other marketing, advertising and branding efforts?
Similar to the acceptable quality issue, if an item is completely out of sync with the style or norm, it may not hurt your brand but it won’t help it either.

6. Is this a promotion that can be turned into a tradition? (for example: annual distribution of a custom calendar)
Using the same or similar, but updated, item year after year gives continuity and lets recipient look forward to it each year.  It also saves you time by eliminating the research for a new choice.  How great when customers anticipate and look forward to your annual promotion, and are disappointed if you skip it.  Having customer want your promotion is a huge benefit!

7. Is my item choice easy to distribute along my normal customer contact channels?
If you are primarily an internet business, having to mail a physical promotion my not be feasible and would dramatically increase costs.  In that situation, a digital download may be a better choice.  Conversely, if your sales team visits customers in person regularly, you have a built-in distribution channel that can accommodate even a larger, tangible gift or marketing promotion.


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.  We will ask the questions to help pinpoint the most valuable and beneficial marketing promotion for you!



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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