When we help clients develop promotions we’re usually in pursuit of a resounding “Wow!” from their target audience. Although this kind of response isn’t always realistic or appropriate we think it’s wise to aim high.

One of the things I’ve learned in the past few years is that a high percentage of successful, meaningful promotions – ones that generate a “Wow!” – are comprised of multiple products.

You might be thinking, “Nope, can’t afford to give away too much at once.” Fortunately, there are many ways to present multiple products without blowing your budget. Oftentimes the second product costs significantly less per piece yet greatly enhances the promotion.

Consider these examples:

• A gift book with a custom cover imprint or a glued-in promotional page accompanied by a leather bookmark
• An etched crystal container with golf balls for the participants in a golf tournament for charity
• A business brief with a jotter pad or writing instruments in the pockets
• A stainless-steel travel mug stuffed with single-serving coffee or tea bags
• An insulated cooler with private labeled water bottles

Certainly, one promotional product may generate the desired results. But if you’ve got a big goal to reach, and your budget allows for it, I think it’s a good strategy to at least consider this approach. (By the way, don’t forget that many promotions should be accompanied by a card of some kind to explain the purpose or significance of the gift.)

I hope you find this concept of interest. If you’d like to do some brainstorming along these lines, either in person or over the phone, send me an e-mail or call me at 703-754-3073. I’m always happy to kick around ideas!