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Direct effects of promotional products on financial KPI’s

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The National Heart Foundation of New Zealand took its message of health education skipping across primary and intermediate schools throughout New Zealand with a digital skipping rope. Developed exclusively for the Heart Foundation by High Impact Marketing, the skipping rope counts distance, calories and skips. Children would receive the skipping rope as a thank you for taking part in the Jump Rope for Heart fundraising program. Not only did the campaign raise donations per school by 54 percent, it also educated kids about the importance of exercise, while raising awareness of the National Heart Foundation.

All for a good cause

One of the biggest growth areas for promotional products in recent years has been in fundraising. One only has to consider the ubiquity of the red poppy on Anzac Day, the pink Breast Cancer Foundation ribbon or the now iconic SIDS and Kids red nose, to realise how powerful promotional products can be in raising funds, and indeed awareness, for charitable causes. The benefit of having a promotional product that can be worn is that it reinforces the loyalty of existing supporters at the same time as promoting the cause to others.

One of the major considerations to take into account in embarking on a fundraising effort with promotional products is price. “Essential to maximising the profit raised is keeping the cost as low as possible,” says Schipper. “To this end, plan well in advance. This allows for the product to be manufactured abroad, keeping costs low and maximising profit.”

Other critical factors are visual appeal and relevance. Corporate Express’ Ross Stevenson advises choosing a range of merchandise that appeals to a wide age group to broaden the pool of potential community support.

Buyer beware

As all of these examples demonstrate, a well-executed promotional product campaign can be an invaluable component of the marketer’s arsenal. But it’s not as simple as just sourcing the cheapest products on a last-minute whim. A successful promotional product campaign generally takes a fair bit of planning, foresight and, most importantly, a reputable supplier.

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