The effectiveness of promotional products（促销产品的有效性）.pdf

The effectiveness of promotional products 4 The effectiveness of promotional products Marketing and promotions decision makers often face the difficult task of determining how to best spend their promotional dollars. The outlet or tactic that will give you the biggest bang for your buck is not only difficult to anticipate, but for many businesses, it seems a shot in the dark. Will a logo-imprinted pen keep potential clients thinking about you when they use it? Would a logo-printed flash drive help them choose you for their business needs? Will a pullover fleece in your corporate colors, emblazoned with your visual identity pull in casual viewers and pique their interest? Will it support employee retention if given as an incentive? Is radio advertising the key? Maybe a magazine ad? Social media campaign? Content marketing strategy? Trade show booth? Direct mail campaign? How about a small plane flying a banner over the city? The wealth of options can be nice to assess, but overwhelming. And without access to solid research aimed directly at your target audience, it may be hard to know how you can best reach your target demographics. Not only are you considering advertising in its traditional sense: television, radio and print, but you’re also likely considering options outside the box. Perhaps ironically, research shows many businesses reap long-term rewards because of items that actually arrive in a box: