Name Awareness Is Serious Business


I’m so shiny and Red….pick me, pick me!!

Choose me please…don’t ask why!

Have you said this… “I/We need a pen” or “I/We need a mug” or how about “I/We need a notepad…maybe sticky notes”?   Now, you may very well like to have these for various reasons but there are so many questions to be answered before you invest in these promotional products….and how many!!

There are over 85,000 promotional products and all too often business executives are not working with a marketing consultant or promotions director when they are in the decision-making process.  No matter what your budget is, there are products that will represent your business more specifically, will have “hang around” time, and will successfully meet your branding goals…..and not just because it is the color of your logo.

Even if it is a tradeshow and you want to spend $.30/piece, a pen is NOT the only answer.   It could be if you are an accountant and you found a nice, smooth writing fine point or a real estate agent and it is a pen with several imprint areas or a corporate law attorney where many documents are signed.  Well you get the picture.  Questions to ask yourself:

  • Where are you giving these out
  • To  whom are you giving them
  • What value do you expect in return
  • Did you look at this promotion from a marketing perspective

In this economy, it is tempting to eliminate name awareness opportunities.  The dictionary says “…..tempt ~ draw into a foolish or wrong course of action“.   Well no one I know is foolish and positive that with the correct guidance would not make a wrong decision.  Consult with a marketing professional with promotions expertise so that you get the direction you need.  A recommendation would be cut-back but don’t cut-out either marketing, PR or promotions…..have to add Social Media as well.   By the way, I have a pen and a mug for retention and leave behind gifts…..very different than give-aways no matter what the event.

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About Diane Meyer
Diane has more than 20 years in the corporate environment as Marketing Manager, Marketing Training Director, Advertising Manager and PR Manager for such companies as Celanese Corporation, BJ’s Wholesale Club, Kimberly-Clark Corporation and The Money Store. More recently she served as Executive Director of Community Health Campaign overseeing all the marketing efforts for 13 health agencies.

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