Advertising 101: Five Things to Consider When Buying Promotional Items

Look around your desk, office, house. You have promotional items staring at you from every corner, don't you? The pen you're using, mouse pad, calendar, paper clip dispenser, frame that holds your kids' picture, your key ring, magnets on your fridge, the note pad you use to write your grocery list, the t-shirt you put on as soon as your work clothes come off.

These things are all around you but you've never had to order a promotional item for your company before...then this happens:

• The owner of your company has agreed to sponsor a charity golf tournament in three weeks and you're supposed to find something to give away at the tournament to remind participants that your company was a sponsor.

• Your company's having a barbeque next month to celebrate ten years in business or 24 straight months of accident-free hours and you need an appropriate gift for the employees and/or clients.

• Your boss is leaving for a business trip to the Far East. You've been asked to find something for him to give to his hosts in each country taking into account all the local customs/superstitions...and, oh, by the way, it must be made in America. He can't give his Chinese host something made in China, can he?

These are the things you need to think about BEFORE you decide what to order:

1. What's the deadline?

When do you have to have the items? If you're short on time, you'll be able to find a nice promotional item but a quick turnaround might dictate what you're able to get. If you have plenty of time, all you have to do is dream...just about anything can be imprinted these days!

2. What's your budget?

No-brainer. You've got to know how much money you have to spend.

3. What quantity?

If you're thinking of a "ballpark" figure, it might help to know the exact quantity you need...if you think you need 250 clocks but you really only need 195, you might be able to afford something a little nicer. On the flip side, you might think you only need 250 pens but there's such a big price break at the 500 quantity that it's not much more expensive to get 500 pens. Don't put a date or event on the pens and you can use the extra 250 for something in the future.

4. To whom are the items going to be given?

Is it for a trade show where you're going to be handing out thousands of items with the hopes of getting 10% of those people to call you or visit your website? Or is it a Christmas gift for your company's most valuable clients?

Always evaluate before you start working on the task: what's the purpose of purchasing these items and what result does your company expect from ordering these items?

Next time I'll focus on the actual process of purchasing those promotional items. I'll help you save money and time!