Like print ads, social media, or any other marketing effort, promotional products work best with a solid strategy behind them. With thousands of creative products out there, it’s easy to get caught up choosing to coolest one for your next campaign. However, doing a little homework before deciding what promotional products to use will lead you towards a more successful campaign. Start by asking “Why?”

WHY are you using promotional products? This is the backbone of your campaign. Whether you are looking to increase foot traffic, close more sales, recognize employees, or promote your special event, knowing your goals is easily the most important step of any promotional campaign. This information is key to determining the best promotional products for you.

WHY is a particular audience receiving this product? The recipient of your promotional products should be carefully considered. For instance, if you are looking to increase sales, narrow down your demographics to those in the market for your products or services. With a well defined audience it is easier to choose a product that will appeal to them. Appeal or usefulness of a promotional product can add long term value to your investment.

WHY will your audience receive this promotional product? Decide how you will be getting the product into the hands of its intended audience. You could give it to them for free just for stopping by, like in a tradeshow setting. Make them return a redemption card, watch a demonstration, or participate in a free trial to increase your engagement with your audience. This may help you determine what the perceived value of the products needs to be to get the results you want.

WHY would the recipient keep this product? The most expensive promotional product is the one that get thrown away. Studies have shown that promotional products deemed useful have better longevity with their recipient. The longer that a product is kept, the more exposure your brand or message receive. With a better understanding of your audience, you can choose a product that easily integrates into their lifestyle or work environment.

WHY will a product motivate the audience to action? The goal of any advertisement or promotional is to move an audience to action. Determine how this product will get them to the next step. You can place a call to action directly on the product. If you set it up as a gift redemption for the product, part of the process can be collecting contact information for future sales contacts. Use the product to move the prospect to the next step of the sales cycle.

Once you answered these questions, the fun of choosing the product and decoration can start. Of course Newton has plenty of resources to help you find the right product, including our talented promotional consultants and the Newton Idea Catalog.