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

Recommended

cards

Insider knowledge will deliver a winning deal

Michael Barnett

Knowing your customers was the big theme running through the advice on offer at Marketing Week Live. Michael Barnett rounds up the latest trends in tracking consumption habits and reveals why using those insights will leave you holding all the aces.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now