As you well know, the product you choose for a promotion is critical to the promotion’s success. But other factors also play a key role. In this month’s newsletter, you’ll discover that the message itself as well as the container the product is housed in can have a big impact on the overall effectiveness of a promotional campaign.

We also share an example of how a promotion doesn’t have to be costly to win over its target audience. If you’re at that time of year when your budget is stretched thin, you may find these examples helpful.

As always, I hope you find our newsletter a source of ideas for your marketing activities. Be sure to send me an e-mail or call us if you’d like more information about anything you read.

Established in 1927, The First National Bank of Long Island is a subsidiary of the First of Long Island Corporation. To customers, it’s known as the bank “where everyone knows your name.” Through its 25 branches in Long Island and Manhattan, this full-service commercial bank offers a broad range of financial services to individual, professional and corporate customers.

Recently the bank asked us to help with a gift for 150 participants in a tennis sporting event. A towel was suggested for the tennis event because it has a high perceived value and was certain to get used. Its generous size (16” x 25”), quality material (100% cotton velour terry) and large, detailed one-color imprint appealed to all attendees. All 150 towels given out were kept! (Cost of towel: $3 each)

We were also asked to help with two items to give away at the opening of a new branch. The focus of the promotion was helping customers achieve financial growth, and they were presented with imprinted seeded ornaments and a Garden Reference Almanac. The promotion was so successful that after giving away 500 seeded ornaments the bank ordered an additional 500 pieces! (Cost of ornament/almanac: $1-$1.35 each.)

Limited budget? Don’t worry. We’ll help select a reasonably-priced product certain to be well received by your target audience. Call us at 516-935-0553 or send us an e-mail about your next promotional event or activity.

So you’ve found the perfect product for your next promotion. Now comes the tough part. What should you put on it? Even if it’s a basic t-shirt or windbreaker for your company store, it’s not simply a matter of silk-screening or embroidering your logo on the front.

First, consider the product. If the product is associated with a specific event (a company picnic, sales meeting, trade show, anniversary, charity event), it’s likely going to have a more limited shelf life. In other words, if it’s functioning more as a memento or souvenir, and the message can be bigger, louder, more colorful – go for it!

On the other hand, if your goal is repeated exposure over a long period, you probably need to be more subtle and low key with your imprint. An embossed portfolio. A golf shirt with a small logo embroidered on the left chest. A business card case with initials tastefully engraved on the clasp.

These are just two examples of how your objectives can help you decide what and where to imprint. It’s one reason we typically ask so many questions when we first discuss a promotion. Remember, products are important, but they’re only half the equation. The other half is your message – what you say, how you imprint it, and where you put it.

We’re happy to help you determine what to imprint on your next promotion. Call us at 516-935-0553 to discuss this important step in the creative process of your next campaign.

Imprintable containers come in all shapes, sizes, and materials -- plastic, metal, cardboard, round, square, pyramid-shaped, pocket-sized, desktop-sized, humongous, tins, boxes, cases, holders, baskets, cups, bins, bags, can, and jars.

The great thing about containers? Long after the product has been removed or consumed, the container is still there, displaying your message, creating countless impressions, and promoting your business.

The curiosity factor is big here. People love surprises, and a unique container piques their interest and makes them want to know what’s inside. And when you entice recipient to interact with your promotion, you’ve effectively set yourself apart from the competition.

This strategy is most often used with food gifts. But containers are also a critical part of direct mail campaigns, special events, and trade show promotions – any type of situation where you’re competing with other products for people’s attention.

In fact, the container itself can be just as effective – imprinted cell phone holders, business card cases, cups that can double as pencil holders, CD holders, etc. Granted, these are all promotional products in their own right, but filling them with imprinted items can give you the same kind of dual impact as a logoed container of candy, popcorn, or mints.

The bottom line is to understand and appreciate the power that this kind of packaging can have and to use it to your advantage in your next promotion.

To learn more about the countless containers we have access to – and discuss ideas for filling them – call us at 516-935-0553.

I hope you find these ideas helpful. To learn more about effective imprints or wowing your target audience with a promotion housed in a special package, call us at 516-935-0553 or send us an e-mail.

With warm regards,

Beth M. Levine