Successful promotion campaigns don't happen by chance. To realize goals, promotional products programs must be carefully planned, taking into consideration the audience, budget and, of course, the ultimate result to be gained.

Ready to plan your next promotion? We will discuss these seven important elements to help you plan the best promotion for reaching your objective:

1. Define a specific objective.
   Whether the goal is to increase traffic at a trade show exhibit or to boost sales with current clients, the first step in any campaign is to clarify the purpose of the program. What are your objectives in your program?
2. Determine a workable distribution plan to a targeted audience.
   Distribution of a promotional product is as important as the item itself. Research shows that a carefully executed distribution plan significantly increases the effectiveness of promotional products. For example, a pre-show mailing to a select audience delivers more trade show traffic and qualified leads than simply distributing items to passerby at the show. How do you plan to distribute these items?
3. Create a central theme.
   Linking a recognizable logo and color to all aspects of a campaign, from promotional products to sales sheets to product packaging, helps create an instantly recognizable image. What is the main theme of your program? Sub-themes?
4. Develop a message to support the theme.
   Supporting a campaign's theme with a message helps to solidify a company's name, service or products in the target audience's mind. For instance, to promote its services to small businesses, a bank created the theme "Are you tired of being treated like a small fish?" and sent fish-related products to its prospects along with promotional literature. What is your tag line?
5. Multi-level program or stand alone campaign.
   Identifying the total overall budget for your program ahead of time will enable you to select the perfect program to fit your budget. Selecting products within specific cost categories increases your effectiveness by giving you more variety and freedom during distribution. First, identify the multiple touch points needed to effectively impact your target audience. Then, select the budget tiers appropriate to your program.
6. Select a promotional product that bears a natural relationship to your profession or communications theme.
   A good example is a company that developed a magic motif for its conference at Disney World. Attendees received magic-related products to tie in with the theme "Experience the magic at Disney®."
7. Brainstorming ideas that really work for your audience is your key to success!
   Don't pick an item based solely on uniqueness, price or perceived value. Don't fall prey to the latest trends or fads. The most effective promotional products are used in a cohesive, well-planned campaign.