A lot of people aren't quite sure where to start when it comes to promotional products. It's easy to get confused by the sheer number of options in the marketplace and marketers might even be asking themselves if it's still worth it. The answer is a resounding yes.

Company swag and promotional products are an investment in a Brand's unique story. Equally as important as any other marketing initiative, a comprehensive strategy cannot be complete without it. Promotional products present a unique opportunity to place a brand in constant contact with a particular audience, on their own terms in an environment they might not feel like they are being sold to - at home, at work or even a sporting event. This is when a brand can make a big impact.

1. Be conscious of your goals

Marketers should begin by having a complete understanding of their underlying objective. This can be a challenge but will be the first step to understand the who, what, where and how. Your goal is the most important factor so spend enough time to ensure you have a strong grasp of it.

Common goals driving marketers to buy company swag and promotional products include.

• Promoting awareness of a brand's unique story

• Increasing brand visibility in a given market

• Attracting visitors and promotions at a trade-show booth

• Elevating employee engagement and company culture

• Driving organic brand-market share

Taking enough time to identify your goals will guide spend but also how to measure the campaigns success.

2. Know your target audience

Identifying your target audience is not as simple as knowing who you plan on selling your product or service to, but it also includes understanding how to reach them - What are they typically using in their daily life? What are their interests? What do they like? Where are they going? What do they do for fun?

Reaching your audience is very much like building a relationship and will also have a direct impact on your budget. Be prepared to employ this information when figuring out how much you should spend. You don't have to break the bank to make an impact.

3. The final product should epitomize your brand

Every brand is unique. company swag and promotional products should embody your unique brand story, which doesn't always mean you must select products that are industry specific. Also consider for example that if your brand is known for a certain quality the products you choose must reflect that.

Lets talk design. How do you want the end product to look?

Consider whether the product is big enough for you logo and/or tagline to fit properly. Ensure that the product you want is available in your brand colors. A trustworthy promotional products retailer will be able to provide you with a mock up of what your overall design will look like before going into production.

Consider these factors before you buy company swag and promotional products for business and you will be equipped with the tools you need to craft a successful campaign.

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