Tips For Making More Effective Premium Purchases
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Plan longer, save more.
Per-unit costs are significantly lower with volume purchases. So rather than buying fewer items now to save in the short term, consider buying more to have extra product on hand for the next promotion. Longer planning cycles also allow you to take advantage of overseas manufacturing prices and avoid rush order and overnight shipping fees.
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Seek usability over gimmicky or disposable.
Look for promotional items that recipients — both customers and prospects — truly appreciate or can use on a regular basis to keep your brand name top of mind. Examples include hand sanitizers, reusable shopping bags, books, Blackberry protectors and USB drives.
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Give green.
Don’t get caught buying a cheaper non-recyclable item in place of a slightly more expensive green comparable. The opportunity to be unique and responsible in supporting a green brand is now, before the competition does.
“With the economy and our customer base asking for more creative items, I think we all recognize that eco-friendly promotional items are often a cost effective way to stand out,” says Albert Chang, director of sales and marketing, turn3 Creative.
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Seek closeouts, specials, consolidations, group buys, co-ops, auctions and bid processes.
Marketers are looking for deals and promotional products suppliers are stepping up.
“A client’s order last year consisted of polo shirts that cost $30 each and mugs that cost $7.99 each. This year, however, we used closeout polo shirts for $9 each and we found mugs for $2.99 if we purchased all remaining inventory,” says Pamela Irle, president of AIA/Winning Promotions.
Another firm, Epromos, has added a weekly bargain blast that features one item a week — useful, relatively inexpensive items at big discounts — up to 50% off or more.
“In the past, most closeouts or deep discounts were on unpopular or out-of-season items,” says Mark Yokoyama, director of marketing for Epromos. “Given the sharp drop in the economy recently, there are high inventory levels of popular, in-season items, so the need to move merchandise means more deals on items people actually want.”
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Save on shipping.
As postage rates continue to rise, shipping promotional items from manufacturer to supplier to client starts to add up. Cash awards, gift cards and online digital items can be high value, low- or no-postage options.
“Digital premiums, including music, movies and games, have fast become popular alternatives to physical product,” says Justin Jarvinen, CEO of VerveLife.
“These items deliver engaging and memorable brand experiences, they are environmentally friendly, post no health risks, and they don’t have to be shipped.”
The bottom line: “People still need to recognize, advertise and celebrate,” says Bruce Felber of Felber & Felber Marketing and a Board Member for PPAI.
Alyssa Dver ([email protected]) is the author of the promotion-friendly book, “No Time Marketing.”
