Making Premiums Work for You

There are any number of ways to get visibility for your company. One of the most direct is using premiums or branded giveaways.

But simple it is not.

"We work with a number of premium suppliers here in the North Texas area," Jennifer Beaty said. Jennifer is the managing partner of Executive Press, a marketing and printing company based in Richardson, Texas. "They all tell us the same thing: you get remembered by being in front of people each and every day."

Premiums include the typical pens, shirts and hats. But they can be more than that.

"We provided reflective stickers for breaker boxes," Whitey Thomas of WT Promotions said. "That way when the lights go out, the customer knows who to call."

Even in the usual places your items need to be branded.

"I want my customer's names in front of their clients every day," Judy Smith of Promo Pizazz said. "It's all about repetition."

Key things to look for in promotional items:

• Are they useful to the client?
• Is the brand name prominent?
• Is it durable and lasting?
• Will the client comment on it?
• Is it integrated into a larger program? That is, does it fit a theme or is it tied to your company somehow?
  

"The best promo items are the ones your client thanks you for later," Jennifer continued. "Whether it is a useful or fun item, it has to be memorable."

For more ideas or to reach Jennifer or one of her North Dallas Chamber (NDCC) colleagues, call 214-217-7000.

The Executive Pressman

The Importance of Business Cards

They are the first line of defense of the networker: a business card.

It is amazing how this thin sliver of heavy weight paper with your name on it can be so important. But consider this as you go out and meet clients and new prospects and suspects that each card has:

• Introduces you by name and brand
• Your contact information
• A life after you leave

And if you design it right, has blank space on the back for notes and can be read by most scanners.

"In my seminars I tell my students to "always carry business cards. Always," Paul E. Maynard said. Known as the Relentless Networker, Maynard knows. "I've traded business cards with people in cabs in Mexico, in airport terminal everywhere and through the mail for almost 30 years."

A good card design features:

• A clear typeface and a simple design
• A quality paper stock to reflect your professionalism
• A blank back for notes
• A logo or other identifying mark

And be sure and buy them in enough quantity to last. Also consider your letterhead, envelopes and other stationery to be consistent with your brand.

The Executive Pressman

The US Post Office and Direct Mail

While they are in the mailing business, the US Postal Service has done a great job of promoting and marketing direct-mail marketing. On a visit to their website the other day I found a whole collection of information that is a good resource for you if you are considering integrating direct mail into your marketing program.

The USPS cited a number of advantages of DMM on their website. Direct mail is:

• Targeted
• Personal
• Flexible
• Tangible
• Measurable
  
• Easy to start and run

Now, if the guys who deliver the mail say all of these things, than it must be true, right? Well the DMA (Direct Marketing Association) backs them up on their website and most professionals in the field, including ourselves, say the same things.

But remember, too, that direct mail is most effective when it is part of a concerted, coordinated, branded program. And you have to give your targets the option to "opt out." Courtesy is still important.

The Executive Pressman

www.executivepress.com