Have you heard about tiered promotions? They are also called continuity programs or multi-part promotions, and these high-visibility, high-response programs are a great way to maximize your promotional investment and increase your chances of success.

In a nutshell, multi-part promotions use various products to raise interest and awareness, create a sense of anticipation, and incorporate an interactive component that almost always boosts response.

One popular method: Send out an imprinted product along with the promise of another product/gift. You could, for example, mail one piece of a pen and pencil set or desk set, and offer the mate if recipients take a certain action, such as filling out a survey or registering on a web site.

Another approach is use a theme. This works especially well at special events, where traffic-building is your goal. By staying in front of your potential attendees over the days and weeks leading up to the event, you can stretch one mailing (and your budget) to encompass three or more items touting the same message. You could send one product to registered attendees prior to the show, along with a coupon or letter offering a bigger, better promotional gift if they stop by your exhibit – with the mailer in hand, of course. (By the way, a “lumpy mailing” offering your target audience an imprinted incentive if they take advantage of a special sale, followed up with a thank-you gift, is also a great way to build client loyalty.)

The next time you’re considering promotional products, you may want to give some thought to broadening the scope of your program to ensure that the total effect is more than just the sum of its parts. (And, yes, I’m happy to help in this regard.)

If you’d like to explore this promotional concept further, send me an e-mail or give me a call.