Don’t simply print your band name on a piece of shirt just for the sake of having promotional items. You have to give good attention to your promotional products in order for it to be effective. Be strategic and smart when it comes to your promotional approach, design, distribution, and the overall marketing plan. Promotional products will help your band, your company, or your film get attention so you better treat it like it’s a serious business.
Here are the basic rules when it comes to promotional products:
Make sure the print is readable. This is very basic but I see some promotional products with super crazy fonts that they’re almost impossible to read. You have to put the item so close to your nose in order to see the text clearly. This, my friend, is the number one killer for your promotional products. You may have convinced some buyers but it will not spider out to other people as much if your font is not very readable. The aim of promotional products is to ‘spread the word’. We want the buyers to be instruments of promotion. If a school boy buys our promotional lunchbox, we want his schoolmates, neighbors, and visitors to see the promotional product and instantly get the message. The text copy, font size, and print quality are very essential. Very, very.
Make sure we would know what you’re promoting. Unless your gameplan is to make people really, really intrigued by your items at first and then lead people them to a website (or what have you) that would explain everything, then you have to be CLEAR. Unintentional ambiguity can get you nowhere when it comes to promotion. Be creative but make sure they would at least know what kind of product you’re promoting.
Make sure the promotional products catch the attention of your market. Know your market so you would know how to catch their attention. Some websites like Myspace will tell you specific details about your visitors (age, location, etc) if you want to be certain . But actually this just requires a small amount of sensitivity and common sense. If you’re a grunge artist and the majority of your fans are the indie rock types who love to wear black, etc…then don’t give them something cutesy unless it’s an obvious form of irony or mockery. Aside from knowing your target market, you also have to understand your brand and your image. Are you the kind of band that gives out coffee mugs and caps? If you’re a filmmaker, make sure your promotional products represent your film. List down everything so you would at least know which promotional products suit you best.
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