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Direct effects of promotional products on financial KPI’s

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While it’s important to keep a lid on costs, rock bottom cost can often equate to rock bottom quality. “If a cheap product is used it may end up in the bin before it has the chance to transfer the message,” says Bruce Jones, account executive, Sands Promotions.

If you use a poor quality product, you also run the risk of this reflecting unfavourably on your brand. Such was the case at a safety training seminar run by a state government department, where defective thermal mugs were distributed to attendees. “Unfortunately the coffee mug was inferior in quality and the handle broke, scalding recipients,” says Schipper. “The department issued a recall immediately but the safety message was lost in the embarrassment of an inferior product.”

Forward planning is essential, particularly if the budget is tight. “Probably one of the main reasons a promotional product program doesn’t work is due to lack of time given to the distributor to come up with a suitable solution,” says Jones. “This may lead to the use of whatever is available rather than an item that is specifically suited to achieving the right response.”

The final caveat, and perhaps the most obvious, is to closely consider the product’s relevance and suitability to the target audience. The product should complement the company’s brand positioning. “For example, a company promoting or supporting environmental issues would look to use promotional merchandise made from recycled materials to support their campaign message, rather than a product that has no environmental value,” says Stevenson. “Similarly, a promotion for raising the awareness and issues of drink driving probably isn’t best supported by a branded stubby holder!”

“If the message being communicated has no relation to the item being given, the impact will be minimal,” warns Schipper. “Choose promotional products that have a strong correlation with your company’s products, services or target market.”

And lastly, adds Schipper, be creative. “A stubby holder with a logo is a stubby holder with a logo – it’s no different to the 100 other stubby holders already sitting in the recipient’s bar. Think outside the square – and be prepared to push the boundaries.”

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