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How to Choose the Right Promo Items for Your Event


With so many promotional products to choose from, how are you supposed to pick the right one? The use of promotional products can be built into your marketing plan, as they are valuable in brand recognition and impressions. suggests, “Unlike other advertising methods, promotional products offer versatility and cost effectiveness, along with definitive value for recipients.” Add value to your company and your customers by selection the right promo items with this quick three step process. By assessing these facets of your promotion, you’ll be able to decide which products are best.

1.     Assess Your Promo Budget

Before you can decide your budget you need to consider a variety of options. The answers to these questions can be found by taking a look at who you’re targeting, why you’re targeting them and what your outcome should be.

To get an accurate budget estimate, suggests, “Whether the goal is to increase traffic at a trade show exhibit or to boost sales with current clients, the first step in any campaign is to clarify the purpose of the program.” Once you have a purpose you can decide how much funds need to be allocated. Consider:

  • Cost of the product
  • Cost of the promo company you choose to go with
  • Cost of shipping, creating and distributing

2.     Choose Your Target Audience

You want your product to add value to your customer. This is important in making an impact with the item you’re giving away. If it’s an item they will use often, if not every day, you can be sure to be getting maximum exposure. An older audience may be more inclined to utilize a tote bag while your younger customers will get good mileage out of a keychain bottle opener.

  • Who are your current clients: Current customers may be your business audience, but are you looking to expand that audience?
  • Where will you be using the promos: Are you attending a tradeshow or a local event? This will largely affect what products will be most beneficial.

3.     Consider Brand Impression Benefits

Finally, you want to consider which options will give you the most brand impressions. This aligns with the add-value aspect of choosing promotional items. The more likely someone is the use the item, the higher your brand impression will be.

There are a number of ways to assess this; however, provides an excellent infographic to explain it for you.

The clear winner is bags: this product is practical, valuable, and can be used anywhere. With writing instruments coming in at second, it’s clear that functional products are your most effective for branding and impressions. When you choose an item that adds value to your customer, you’re upping your brand impression opportunities. So, ask yourself these three basic questions:

  • What is your customer most likely to use?
  • How will your brand be perceived on this item?
  • How are you adding value?

Once you’ve gone through the steps and answered the questions you can begin to explore your promotional opportunities. In order to choose the right promo products, it’s critical that you have clear defined goals and intentions. Then you can decipher what is valuable and worthy of your brand.


Jessica Sanders is an avid small business writer touching on topics that range from social media to business management. She is a professional blogger and web content writer for



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