What's The Bigger Issue (Behind the Ban on Promotional Products)?
With the California state government ban on promotional products and the previous ban from the pharmaceutical industry, many of us have serious concerns about the future of our livelihood, and rightly so.
However, I believe there is a bigger issue here. The issue is: how can we change the perception of promotional products from one of not really necessary, to one of a being a valuable marketing tool that helps our economy grow? In doing this, promotional products won't be an easy target to eliminate.
Here are six tips to prove the value of promotional products:
1. Prove the value. Both PPAI and ASI have commissioned studies that show promotional products to be a valuable marketing medium. Use those studies with your clients. Statistics work. When companies truly understand the retention rate, cost per impression, goodwill and return on investment that promotional items provide compared to other marketing mediums, they are much less likely to cut them from their budget.
2. Educate the end user. People learn in all different ways. Make your own short video of case histories that show ROI, or use this excellent short video from PPAI to educate your end user.
3. Be a solutions provider. Take the time to understand your customer's challenges by asking the right questions and being a great listener. Seek to solve their challenges using a targeted, effective promotional vehicle. From attracting more sales, to eliminating workplace accidents, to building goodwill, promotional products work and at very less of a cost than other marketing vehicles.
4. Effectively use promotional products to promote yourself. When was the last time you did a targeted mailing or self promotion? When you promote yourself using promotional products you not only spotlight what you sell, you show you believe in your product. The attention you capture will turn into more business for you.