The 5 W’s of Promotional Product Strategy

Planning your promotional product strategy has always been the best way to get a return on your investment. As a rule of thumb, following the 5 W’s: who, what, when, where and why, will help you find out “How” promotional products help you accomplish your goals.

The First W: What

At the start of your promotional campaign, you need to define your objectives. “What” you are looking to accomplish. Are you looking to sell a product or service? Are you looking to create or increase engagement with your prospects and customers? Or, are you trying to increase awareness of your product, service or brand?

Whatever your objectives, you need to be clear on what it is you’re trying to accomplish.

The Second W: Who

Once you find out what you’re trying to accomplish, define your audience. Or, “Who” you are marketing to. Or, “Who” you want to reach. Being clear and defining your audience can help you tremendously. This is because you will be able to get a feel for who they are and what they are most likely to pay attention to.

The Third W: Where

Where do you want your audience to go? While your objective is the end result, you need to find out the steps that will take your audience there. In other words, where does your audience go to take that step to get closer to your objective. For example, do you take them to a landing page? Your social media page? Or, will they attend the event you will be at?

The Fourth W: Why

“Why” is twofold. First, “Why” should they visit your landing page, social media page or event? Secondly, think about your audience and “why” they should care. This second part coincides with “who” is going to care. If you did your due diligence, this part will be easy.

Once you think of these “why”‘s, give them a compelling reason to want to get to the next step in the form of a call to action. When you have your call to action, it’s important to include it on your promotional item.

The Fifth W: When

“When” will you distribute your promotional items? Will you give them the item at a networking event to drive them to visit your landing page? Or, will you give it to them during an event, such as a trade show?

Perhaps going to events isn’t in your calendar at the moment, so maybe you will choose to drive interactions to your social media page by sending a promotional mailer to your audience that tells them to follow your page for special coupons and discounts.

Either way you spin it, deciding when to distribute your promotional items is crucial. This is because it will help you get your message out to the audience who will consume the message and take actions that will lead them to the end goal, or objective.

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