2. Why?


The selection of a product will vary depending on the situation it is to be used within. Some firms may already have an idea and even if they do not, an accomplished and innovative distributor can help (get in touch).

RANK	USAGE CATEGORY
1	Customer Retention, appreciation
2	Trade Show Promotion
3	Goodwill/ Enhance Image
4	Improve, Reward or Recognize Employee Performance
5	Create awareness of New Products/Service/Facilities
6	Reinforce Existing Products/Services /Facilities
7	Generate Sales Leads and Responses
8	Fundraising/Increasing Donations of Money, Food, Blood
9	Open Doors, Secure Appointments
10	Motivate Dealers, Retailers
11	Promote Sales Contests
12	Increase Store Traffic
13	Other

(This information was taken from a 2000 study by Louisiana State University and Glenrich Business Studies). More information is available on the PPAI website.

Usefulness is by far the most popular response. Therefore, if a campaign is being set up, depending on the subject matter of the campaign, one of the first things a client looks for is a product that people will find a use for over and again.

This will also mean that the company name will be seen many times and remain in the eye of the user without added cost to the advertiser.

'Millions of businesses and organisations spend some $24 billion annually on promotional products' (Olsen, T.H.).

In order for one to gain the maximum effect in relation to impression and cost effectiveness, this is one of the best channels through which to communicate a message.

Yet it is important to make sure that these specialties and premiums are used as part of an integrated marketing campaign, especially where a direct message is being sent. For example, to promote employee safety, training or productivity.

(PPAI)

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