Promotional products are items which display logos or messages used for marketing and branding companies, organizations and events. They are distributed to clients or prospects in an effort to create Top of Mind Awareness (T.O.M.A.) or as a souveneer to trigger the memory of an event. The value of the item is measured by Cost per Impression (C.P.I.) which is defined by the number of times someone will see the logo divided by the cost of the item.
When selecting an item there are many factors to consider. For example, pens are the #1 promotional product. There are thousands of different pens available varying in quality and options. Someone will accept and use a 25 cent pen but they will treasure a higher quality item increasing the longevity of impressions. As a general rule, when price and quality rises, distribution becomes more selective. The selection process can be determined by defining your A (hot), B (warm), and C (cold) clients.
Promotional products and trade shows
Trade Show A, B & C clients:
- A range of 87% to 53% of attendees will pass your booth depending on location. Those would be considered your "C" clients. Since trade shows are usually industry specific they might have a use for your products or services at some time.
- If there are 10,000 attendees you can expect 8700-5300 by your booth.
- Hand out brochures, business cards, pens, lip balm, generally less expensive items. These items will be used as triggers to remember your exhibit. If they have a need it gives them the opportunity to contact you.
- Use the attendees as walking billboards by handing out bags or wearable items.
- 20% of the trade show attendees, on average, will have a specific need for your products or services. That means out of 10,000 attendees your target is actually 1740-1060.
- Promotional items should be more meaningful, a water bottle, pedometer, travel item, nicer pen...
- B clients should be entered into your CRM or client management system and contacted 2-4 times in the first 6 weeks following the show. A simple email, subscription to your newsletter, social media, direct mail would be some of the acceptable forms of contact.
- Never forget to ask for their business!
- Determining the expected number of A clients is a function of the quantity of staff members multiplied by the total show hours. Each staff member can have four-six 10-15 minute conversations an hour, average of 5 an hour. If there are 20 show hours that would mean 100 A prospects per staff member. 5 staff members = 500 A prospects.
- The A clients should be entered into your CRM or client management system and contacted 4-6 times in the first 6 weeks following the show. A hand written thank you note for visiting the booth is a great start. Simple email, subscription to your newsletter, social media, direct mail, catalog, promotional item would be some of the acceptable forms of contact.
From lip balm to a wireless mouse to paper airplanes, promotional products come in all shapes, sizes & colors. In many cases, it’s even possible to obtain custom items that aren’t found on our website. If you can see it and touch it, it’s most likely available as a promotional product. This allows you to customize a marketing campaign so it is more relevant to a specific demographic.