1. Define the objectives for your promotional campaign

Are you looking to increase sales in current clients? Are you looking to turn warm prospects into clients? Are you looking for a tool for your cold calls? Are you looking for an attention getter at an upcoming Tradeshow/Expo?

2. Identify your target market for your promotional campaign

While most companies I speak to often remark on how everyone can be their client, none have the billions of dollars it would take to market to that many people. Instead, pick a specific target market, and focus your marketing effort on that group. Examples of target markets include:
Geographical: residents of a specific neighborhood or zip code
Industrial: i.e., Medical, Contractors, Dentists, School PTAs, etc
Demographical: women between the ages of 30 & 50, married, without kids.

3. Determine the recipients of your promotional campaign

Will this be people that you are meeting at a tradeshow? If so, what will be the qualifying factors for a person to get the item?
Will this be going out to your:
Current clients
Prospects
Referral sources
Past clients

4. Determine the budget of your promotional campaign

By having a budget, you can make sure that you get the highest quality product that will fit in your price range. Don’t make the mistake of buying the cheapest product in the category; sacrificing quality will come across to the recipients of your promotional campaign.

5. Determine a theme, if appropriate, for your promotional campaign

To be effective, your promotion needs to tie into your marketing strategy. If you choose to brand your company through shape, color, or what your message is, be sure to incorporate that into your promotional campaign.

6. Develop a message for imprint for your promotional campaign

Incorporate your company’s tag line or mission statement into your promotional campaign. If you are creating a clever saying for every different campaign you do, it can be confusing to your target market. Keep it simple, and have a consistent message.

7. Choose the appropriate promotional product for your promotional campaign

With tens of thousands of promotional products, the right product for your campaign is out there. Instead of going to the internet, utilize a professional that knows promotional items. They can give many recommendations and help you develop your campaign. (This is where Thread Art can help!)

8. Determine how to distribute your promotional production for your promotional campaign

A great way to get clients and hot prospects to your booth at a tradeshow is to have them pick up the item at your booth; this will give you increased exposure.

Effective promotional campaigns can be a great way to increase the number of successful cold calls. Leaving something beneficial to the prospect will keep you at the front of their mind (or at least their fingertips).

Mailing items to a client is another way to conclude your promotional campaign; if you choose to mail your item, do keep in mind the size and weight of your promotional product when deciding on your promotional item. There are very creative ideas that can be mailed in an envelope (i.e., expandable sponges, blade style letter openers/rulers, and prize cards).