Custom Imprinted Products – Breaking It Down So You Don’t Waste Your Time Or Money
Last Updated on Thursday, 18 February 2010 03:26 Written by admin Thursday, 18 February 2010 03:26
Custom Imprinted Products is essentially another word for promotional business products or advertising specialties. Examples include custom shot glasses, imprinted stadium cups and promotional pens. The common mindset in using this form of advertising is to slap your logo on an item and then sit back as your branding efforts are enhanced exponentially. However, this misconception leads to the discovery of the difficulty in achieving real results for your valuable advertising budget. There is an enormous polluted sea of bad information surrounding this industry and advertising method in general. There are “big box” style companies who try to sell products to business and organizations, and all of their materials are focused around price. 50% off our #1 pen! Closeout sales! Then there are companies who care about the issues and problems that their customers face on a daily basis. Need to recruit more highly qualified employees? Need a customer rewards program? What is the best use of advertising dollars surrounding a golfing event? That’s where Surge Promotions answers the call.
Select a Specific Purpose
Focus is the most common mistake that companies make when planning a promotional marketing campaign. Although we love to accept any kind of order, helping our customers create an effective campaign that creates profits and yield a positive return on investment is our number one goal. Many businesses come to us with an order of a custom printed product and many times have no clear goal of what they want to achieve with it. It is important to clearly define the goal of your campaign. Instead of picking a product and then trying to figure out a way to distribute it (which is more common than you think), you need to start in complete reverse order. What “pains” you as an organization? What problems or issues are you facing that we can help you alleviate?
An example of this could be a payday advance loan company. In our small (but growing) city of Richmond, Kentucky we have about a dozen of these places. The average custom imprinted products purchased by these businesses are promotional pens. The imprint includes a business name, phone number and a simple call to action like “Call today, borrow $200, pay back $203”. Then they proceed to distribute these pens in packs to local convenience stores and retail store locations. The idea is to be at the point of the transactions being made. They want to be there when you complete transactions, and to remind you that you can have more money if you need it. These campaigns must work well. Either that or these places continue to spend thousands for these pens as they’ve remained littered all over town.
Distribution
You also need to think about how you are going to distribute your newly purchased order of custom imprinted products for your business. Are you going to give these away around town like the cash advance reps? Are you dispersing to tradeshow booth visitors? Are the given away with each transaction or membership sign up? You have to think of this in conjunction with your purpose. Sometimes it’s also an option to sell certain types of products. Gift shops have made a career out of selling custom imprinted products. Also, if your retail establishment has created a buzz then your patrons might find themselves compelled to purchase a souvenir or memento. Otherwise, your products are best suited to be distributed free of charge.
Budget
As with most things relating to business, budget is very important when deciding to purchase custom imprinted products. Products can vary tremendously in price, as you can see from our retail website – www.surge-promotions.com. The goal is to select a product based on the goal, distribution and price. If your goal is to yield a positive ROI as opposed to branding, and you are going to give these away for free, your budget should be based on the response rate you estimate to achieve. You can only be certain of that number by testing it. Most often, we suggest a 5:1 or 10:1 return on investment. Maybe try different products of the same category that are cheaper or more expensive and measure the success rate. For branding purposes you should always strive for products that will stick in your prospects minds, and create a favorable impression of your brand. That usually isn’t a cheap plastic pen. Remember, these products represent your business and should resemble the same quality of the service or product you provide. So your budget needs to be adjusted accordingly, even if you have a relatively low budget, it would be better to buy a small amount of a high quality product than a large amount of inexpensive products. You want to leave a lasting impression on a few people rather than a so-so impression on a lot of people.
If you are interested in creating a custom imprinted products campaign like this for your own business, contact us today for a free consultation with one of our experts. Simply shoot us an email or call us.
Email: info@surgepromotions.com
Phone: 859-624-0045
Tags: Advertising Specialties, Bad Information, Box Style, Business Products, Closeout Sales, Custom Imprinted Products, Custom Shot Glasses, Customer Rewards Program, Daily Basis, Discovery, Marketing Campaign, Mindset, Misconception, Mistake, Printed Product, Profits, Promotional Marketing, Promotional Pens, Return On Investment, Stadium Cups
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