Think about promotions early

The latest British Promotional Merchandise Association research suggests that promotional merchandise is a cost-effective way of raising brand awareness during a recession (MWlinks.co.uk/PromoMerch).

However, promotional merchandise often falls short of its potential ROI because of a lack of planning and unrealistic timeframes for development. If it materialises as a mere afterthought, this will push up production costs significantly and limit room for creativity.

The best campaigns are on the agenda at the first meeting, and come from a collaborative approach between brand, creative and production experts who do their homework, share ideas and work together to ensure that the product is attractive, cost-effective and aligned to the proposition.

Ian Hodgson, head of merchandising,
Charterhouse