Have you noticed that retailers are always trying to give you something? They are notorious for enticing you to buy something of greater value by trying one of their products. And the strategy works more often than not because of the three qualities listed above.

1. Complementary, Cost-Effective, and
Measurable! — What Are the Three Qualities
of a Successful Promotional Product?
Have you noticed that retailers are always trying to give
you something? They are notorious for enticing you to
buy something of greater value by trying one of their
products. And the strategy works more often than not
because of the three qualities listed above.
An Opportunity Knocks:
Sourcing and Product Ideas
Dave Burnett / db@aokmg.com

2. How do you define “complementary”
in regards promotional products?
Actually, there are a variety of ways that promotional items
can be complementary. The first is that they complement or
become an integral part of your strategy, like passing out a
combo pen USB drive at a trade show or to the media with
your product information PDF files uploaded for their benefit.
Another way a promotional product can be complementary is when it is used
in conjunction with another, more valuable product to secure a client’s
business; for example, by offering a brass plate for a
leather case, which the customer will receive with a
certain level of orders. Still, the main way a product is
complementary is that it represents your brand and ties
in perfectly with your entire marketing strategy.
Dave Burnett www.AnOpportunityKnocks.com

3. One way to define the cost effectiveness
of a promotional product is by its “cost
per impression.”
Statistics show that promotional products are one of the
least costly investments you can make in developing your
marketing plans. Think of it in terms of “cost per impression.”
A prime-time TV commercial might cost you a million dollars
or more—more even during sporting events like March
Madness. You might get an enormous number of views for the
money, and the cost per impression might be low, but the
upfront cost is prohibitive. You can get the same “cost per
impression” for merely hundreds of dollars with inexpensive
promotional items like Post-It Notes or mugs and ballpoint
pens. And these are all items that people hang on to for a long
time, which gives you a great ROI.
Dave Burnett www.AnOpportunityKnocks.com

4. To guarantee a good return on
investment the promotional products
you choose must be measurable.
There are a number of strategies for measuring the success of your
promotional products. You can code them and distribute them in a
response based program, you can add QR codes, provide web links, or
otherwise customize them with specific contact information, like a
special toll-free number set up just for this promotion. These strategies
all work great. Or you can tie your
promotional items to specific measur-
able actions that your customers have
to accomplish in order to receive them.
For instance, with “X” number of proofs
of purchase the customer will receive a
custom-designed T-shirt or logo tote bag.
Dave Burnett www.AnOpportunityKnocks.com

5. Get your name out there with
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Highlighters, Post-It Notes, Safety, Tools, Travel, USB Drives, and Watches.
An Opportunity Knocks:
Sourcing and Product Ideas
Dave Burnett / db@aokmg.com