The Perfect Promotional Product
If you were to sit down and design a brand new product for the promotional product industry, what would be its attributes. Here is the list I came up with. Do you have other things to add?
1. Demographics. The more groups that use the product the better for the most part. If everybody uses it or wants it, then it fits almost everyone's plan. There are plenty of times when I would want to have a product that was perceived to be demographically specific (a ladies item, or something for kids,) but that might be able to be done with color or the message on a product with broad appeal to various groups.
2. Utility. We all know the joke about what we sell being CPS (Cheap plastic stuff.) However, even within the context of low cost swag, if I were designing a new item I would hope for maximum utility. When they get it home (if they get it home,) where, how, and how often will the product be seen so that the ad can be viewed.
3. Other eyeballs. A plus for this new perfect promotional would be if I thought it would get seen or be used by someone other than the intial recipient. When it is used, will it be seen? Is it cool enough to show off? Will others in the household use it?
4. Pallet. The more possible colors the better. Having a low MOQ (minimum order quantity) for custom colors would be a nice touch.
5. Fast turn around. Need I say more
6. Large area for art. The larger the better. Of course, there are applications where the client wants their logo or design to be subdued. The larger the billboard is to begin with, the more that a pretty large logo still doesn't appear obnoxious.
7. Four color art possible. Even better would be if the product can also be printed with multiple spot colors beyond four, so that cartoon art, or several logos with different PMS colors can be used.
8. Multiple locations for the art. Two is better than one and almost always adequate.
9. Small and ships easily. For the first time we have an element that is conflicting with other goals. (Small, but large billboard.) But maybe it is an item that can be unfolded.
10. Perceived value compared to cost. Wouldn't it be nice if you had in your bag of tricks an item that the average person would look at and think was $10 in the stores, but you could sell it to your client for $.90 (c)? That doesn't happen often. In fact, maybe never. However, the perfect promotional product would have a very high perceived value compared to its cost.
Those would be the main elements, I think. I would love to hear from you in the comments or by email if you think I've left some out. Hopefully this exercise will help you as you help your customer make decisions about product. That was my main goal. I will admit to a subliminal goal. Nine of those ten elements apply to bicycle style water bottles. Check out this page to see how.
1. Demographics. The more groups that use the product the better for the most part. If everybody uses it or wants it, then it fits almost everyone's plan. There are plenty of times when I would want to have a product that was perceived to be demographically specific (a ladies item, or something for kids,) but that might be able to be done with color or the message on a product with broad appeal to various groups.
2. Utility. We all know the joke about what we sell being CPS (Cheap plastic stuff.) However, even within the context of low cost swag, if I were designing a new item I would hope for maximum utility. When they get it home (if they get it home,) where, how, and how often will the product be seen so that the ad can be viewed.
3. Other eyeballs. A plus for this new perfect promotional would be if I thought it would get seen or be used by someone other than the intial recipient. When it is used, will it be seen? Is it cool enough to show off? Will others in the household use it?
4. Pallet. The more possible colors the better. Having a low MOQ (minimum order quantity) for custom colors would be a nice touch.
5. Fast turn around. Need I say more
6. Large area for art. The larger the better. Of course, there are applications where the client wants their logo or design to be subdued. The larger the billboard is to begin with, the more that a pretty large logo still doesn't appear obnoxious.
7. Four color art possible. Even better would be if the product can also be printed with multiple spot colors beyond four, so that cartoon art, or several logos with different PMS colors can be used.
8. Multiple locations for the art. Two is better than one and almost always adequate.
9. Small and ships easily. For the first time we have an element that is conflicting with other goals. (Small, but large billboard.) But maybe it is an item that can be unfolded.
10. Perceived value compared to cost. Wouldn't it be nice if you had in your bag of tricks an item that the average person would look at and think was $10 in the stores, but you could sell it to your client for $.90 (c)? That doesn't happen often. In fact, maybe never. However, the perfect promotional product would have a very high perceived value compared to its cost.
Those would be the main elements, I think. I would love to hear from you in the comments or by email if you think I've left some out. Hopefully this exercise will help you as you help your customer make decisions about product. That was my main goal. I will admit to a subliminal goal. Nine of those ten elements apply to bicycle style water bottles. Check out this page to see how.
posted by Randy W. Kirk at 5:10 AM
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